C-level briefing: CBR asks Neil Sholay, Head of Digital, EMEA, Oracle, about taking on AWS, Data as a Service and who are the challengers in IOT.
Sholay, who has a lot of friends at Salesforce, identified how the company has entered into the tooling and rapid application development area. However, he thinks that you can’t just look at IoT in "one slice," particularly when looking at security.
"You’ve developed the application, and you can’t just apply security at that layer, where’s the hand off to the device? Where’s the handoff to the gateway? Who takes responsibility for that?
"Oracle does not have the luxury to say we are only going to play, here, here and here, because our customers say I expect you to take responsibility for the whole user journey and whole tech stack, because apparently that’s what I’m paying you for."
IoT is clearly going to be an important part of Oracle going forward, but it also has a data strategy that differs from many others.
Data as a Service, simply put, the company is selling anonymised data to companies for them to run marketing campaigns for example.
This is achieved through the acquisitions of BlueKai and Datalogix. These two companies have been buying data from companies such as Experian, Dunnhumby and others for the past decade. This gives Oracle data on both online and offline habits.
"We have a billion data profiles, we will sell that data, anonymised, to you at Unilver for example, and you can use it one off or you can have a constant service. Companies like American Express, Procter and Gamble buy this data in real time and use it to affect their campaigns.
"What they also do is to take that data and feed it into analytics and run analytics against it, to feed their campaign. That’s completely unique in the industry; Adobe has something similar, SAP, IBM, Microsoft, and even Google have nothing like it."
Oracle certainly has its focus and fingers in many pies but only time will tell whether its strategies regarding taking AWS head on in cloud, its Internet of Things push or Data as a Service will be a success.