2. Oracle Application Server 10g Standard Edition One
Oracle Fusion Middleware for SMBs
Oracle Application Server 10g Standard Edition One

3. Agenda Understanding the Small Business Market
Introducing Oracle Application Server Standard Edition One
Build on a Proven Platform
The presentation starts by providing you with some definitions we use to describe the small business market as well as to provide some sizing as to what the opportunites are for the Oracle Sales force and partners to sell the product into this market segment. And it will also describe the key requirements and technical needs for the small business.
Then the presentation will describe the benefits of the product, the basic components and features included in the product, and then basic pricing and licensing terms.
The presentation will then cover some of the many awards that Oracle Application Server has won recently, cover some of the customers that have had great success with the product, include some information on the popularity of the product including the different platforms that will be supported, and show how it compliments the Database Standard Edition One.
The last section of the presentation is an overview of the product features with the possiblity to include a demo or use the screenshots to walk customers and partners through the features.
Oracle Application Sever Standard Edition One Capabilities
Summary

4. What’s the Small Business/ ISV Target?
Companies with 50 to 1000 employees
Departments in large companies
ISVs building apps for these companies
As we look at new markets for Oracle and talk with customers and partners, our new product offering will be targeted at meeting the needs of companies with 50 to 1,000 employees. Oracle traditionally sells well into the larger size businesses and with Oracle Application Server 10g Standard Edition One, we’ll be able to provide a more attractive offering for these smaller growing companies. And make sure that the features enable these growing businesses to be more productive so that they can quickly adapt to the changing business climate.
In addition, departments in large corporations could also benefit from the solutions and features built for the small business customers. After all, many departments are run as small businesses within a larger company. And these productivity gains and ease of use features would suit these line of business groups just as well.
Another primary focus for the release is to make developers and ISVs building solutions for the small business market much more productive as well. Oracle wants to make these partners and ISVs capable of providing a solution to their customers faster and less expensive that was possible before.

5. Business Requirements Technical Requirements
Key Requirements
Business Requirements
Technical Requirements
Benefit from price- performance of Windows and Linux
Avoid high cost and complexity of existing products
“Standards is good”
Easy to install, use, maintain – “no assembly required”
Need solutions that deliver immediate value
No time or money to waste on complexity
Limited IT resources and expertise
Investments today are foundation for future
There are a set of key differences to providing a product to this market. First of all, small businesses have less capital that they plan to invest in bringing a solution or service to their employees or customers. They need to get immediate value from any new product purchase. But more importantly, they want to purchase a “solution” vs a toolset that allows them to build their own “solution”. And when you see Oracle Instant Portal a little later, you’ll see exactly what Oracle has done to provide a “solution” in the product.
Every company has tight spending controls and in many case has to deal with shrinking budgets. And smaller companies run much leaner in terms of resources then the larger organizations. As a result, they don’t have a lot of time or money to spend on learning a new product to understand how best to use it within their company. They also don’t have the resources to determine how all kinds of different products would work together. So purchasing a single product with all the components pre-integrated will save them a lot of time and resources.
They have limited IT resources and in some cases outsource their IT systems and allow others with that expertise manage it for them at a fixed/reasonable cost. But the key is not just in setup but it is that smaller businesses don’t want to have to dedicate resources to keep these systems running. They want a simple way to get started and not have to worry about daily interactions with the system. For Oracle Application Server 10 Standard Edition One, there is a critical focus on simplifying the management of the overall system.
And small businesses look at the technology investments they make today set the foundation for where their company goes in the future. While the product needs to meet the existing needs, it also has to make sure that it can handle the future growth and expansion they expect without having to replace the system with some other product from the same vendor.
On the technical side, small business look towards the lower cost platforms to make their companies successful. Clearly, Windows and Linux fit this need nicely. They are also looking to avoid some of the high costs of their existing sytems. But also, they are looking at avoiding the higher costs of acquiring all the various pieces from different vendors or different OpenSource initiatives. While on the surface the OpenSource route looks reasonably less expensive, the challenge comes in when companies have to assemble and maintain all these different moving parts. So the technical need is clearly towards getting something that is easy to use, easy to maintain, and where “no assembly is required”.

6. Agenda Understanding the Small Business Market
Introducing Oracle Application Server Standard Edition One
Build on a Proven Platform
Now we’ll cover what’s actually in Oracle Application Server 10g Standard Edition One.
Oracle Application Server Standard Edition One Capabilities

7. Standard Edition One What Can It Do For Your Organization?
Get on the Internet with a Web Site
Promote your organization with a professional site
Create a Intranet Portal for Your Employees
Share information and work together better
Establish a B2B Portal
Enable customer and supplier self-service access
Build an Internet Application
Develop solutions with Java, J2EE, web services
The efforts for Oracle Application Server 10g Standard Edition One in a few areas:
To provide a complete solution for an organization wanting to deploy a web site: this crosses all the areas from the infrastructure to run the web site to all the tools including JDeveloper to build a professional web site,
To provide a better way for the organization to share information and work closer together: this is done through the popular Oracle Portal and the new portal application: Oracle Instant Portal which provides an Intranet portal ready to use by all their employees,
To enable these companies to fit into a larger ecosystem and share information with their partners, customers, and suppliers: leveraging the single sign-on capabilities, portal, and web site development, they can provide self-service access that the customers, partners, and suppliers require, and
For partners, developers, and ISVs that deliver solutions to the small business market, there is a complete application development environment for applications built with Java, J2EE, and web services that has been recognized as the best in the industry.

8. Components of Application Server SE One
Benefit
Component
Pre-built internal company Web site (Intranet) for document and information sharing with WYSIWIG editing
Enable customer and supplier self-service with B2B portals
Oracle Portal with Instant Portal
Reach out and develop stronger relationships with customers with a professional Web site
Oracle HTTP Server
Improve performance of dynamic Web sites and applications
Web Cache
Deploy Java, J2EE, and Web Services based applications
Oracle Containers for J2EE (OC4J)
Data integration into any Internet application
Oracle Toplink
Secure user identity management and authentication
Security / Identity Management
Development environment with full lifecycle support from modeling to deployment
Oracle JDeveloper
Extensible management and monitoring environment for application server and applications
Oracle Enterprise Manager

9. Highlighted Features Designed for Your Small Business or Organization
Optimized for SME Needs
Pre-built portals and WYSIWYG editing tools
Pre-configured user roles/privileges and wizard
One screen / single click Install
Simplified backup / restore from Web Management Console
Full Standard Edition Capabilities and Features
No loss of features – All new capabilities in SE and EE
Full web server and tools
Complete J2EE application server and development tools
Powerful enterprise portal
Let’s discuss the set of things that Oracle believes will address the needs of a small business or organization. The focus was on providing more “usable” functionality out-of-the-box so that customers could select what they needed instead of having to build it themselves.
In this way, there is:
a pre-built portal that can can be used immediately with the WYSIWG tools that show up directly in the page for those users that are adding information
A preconfigured set of user roles and privileges so that customers don’t have to decide the basics for themselves along with an easy to use Wizard to help setup and add users
A very easy one screen, single click install to get them started quickly
A simplified management console so that users can easily monitor what is happening on the system. In addtion, there is an easy set of backup and restore screens so that with a single click, users can backup or restore the information on the server
Again, you should keep in mind that all the features that are in Oracle Application Server 10g Standard Edition are included in the Oracle Application Server 10g Standard Edition One. There is no loss of capabilities, there is just a simplified price. All the new features of Oracle Application Server 10g Standard Edition One will become part of Oracle Application Server 10g Standard Edition and Oracle Application Server 10g Enterprise Edition. So as the other editions are updated, the key difference will be the pricing/licensing. This means that the full web server and tools are part of the Standard Edition One release along with the complete J2EE application server and development tools and the powerful enterprise portal that provides the foundation for the Oracle Instant Portal application.

10. Oracle Application Server 10g: What is Standard Edition One
2-Processor Version of Oracle Application Server 10g
Full Standard Edition features, except for Certificate Authority and Grid Control
Aggressive Entry-Level Pricing – Matches DB SE One
$745 ($149 per user 5 user minimum)
Or $4,995 per processor (maximum of 2 processors)
Optimized - packaging, pricing, features - for the needs of smaller organizations
Complete Portal, Web Site, Application Solution
Vastly Simplified Install / Configuration
In looking at packaging and pricing, the focus is to provide a complete platform with a target price point below the Oracle Application Server 10g Standard Edition. In order to achieve this goal, there is a two processor limit for running Oracle Application Server 10g Standard Edition One. This version is priced at $4995 per processor with a maximum of 2 CPUs or priced at $149 per user with a minimum of 5 users. This matches the pricing of the extremely successful Oracle Database Standard Edition One and with the combination of the two, the customer will have a very powerful and complete solution. (However, Oracle Database Standard Edition One is not required to run Oracle Application Server 10g Standard Edition One.)
As been described in the previous slides, the product has been Optimized to provide packaging, pricing, and features optimized for the small business and department requirements. In addition, it provides an attractive package for ISVs and partners to embed in their solutions that they’ve built to deliver to their customers. These include all the elements of the complete portal, web site, and application platform along with a vastly simplified install and configuration/management experience.

11. Oracle Application Server 10g: Starting with Standard Edition One
Many small businesses have the same concerns as large companies when it comes to growth path of a potential solution. Oracle expects that customers can start with Oracle Application Server 10g Standard Edition One and then as their needs grow, they can easily move up to the Standard Edition with the only difference being a licensing change. Basically, a customer simply upgrades their paper license and they have moved up to the next Edition. There is no difference in the product or the technology that has been deployed. And as the customers needs and requirements grow, then they can move up the Enterprise Edition in the same way.
Standard Edition One
(2 Processor max)
Standard Edition
Enterprise Edition

12. Agenda Understanding the Small Business Market
Introducing Oracle Application Server Standard Edition One
Build on a Proven Platform
Now will take a quick look at the core Oracle Application Server 10g platform that provides the foundation for Oracle Application Server 10g Standard Edition One.
Oracle Application Sever Standard Edition One Capabilities
Summary

13. Same Industry Leading Technology
Enterprise Application Server MQ: Leader
April 2005
Horizontal Portal MQ: Leader
Integration Backbone MQ: Leader
April 2005
Wave Report: App Server Leader
Q1 2005
As mentioned earlier, Oracle Application Server 10g Standard Edition One is the same technology base as Oracle Application Server 10g Standard Edition and Oracle Application Server 10g Enterprise Edition. There are numerous awards that Oracle Application Server 10g has won to date and it is consistently ranked as the leader across the entire application server platform market place. This includes the awards for the portal market place, the development tools market place, the integration/middleware market place, the security market place, and the business process market space. It is the one clear leader across all the distinct component segments!
The value here for the small business is that they can clearly see that their investment today is well protected as they move forward that their requirements change and grow. The seamless upgrade path makes Oracle Application Server 10g Standard Edition One the obvious choice.
Many small businesses do relay on many outside consultants, software vendors, and resellers to provide them with a working solution and ongoing support. And since the Oracle Application Server 10g platform has built up a large ecosystem of consultants, partners, software vendors, and resellers, small businesses will be able to tap into this larger network quickly and easily for more choice and variety in the types of solutions they require.
One Common Technology Across All Offerings
Standard Edition One, Standard Edition, Enterprise Edition
Seamless upgrade path
Supported by extensive ecosystem of consultants, software vendors and resellers

14. Award Winning Technology
Oracle Application Server SE One
Top 100 Mid-Market Solutions
June, 2005
Oracle JDeveloper 10g
September 7, 2004
Oracle Application Server 10g
Oracle JDeveloper 10g
July 5, 2004
Oracle Application Server Portal 10g
May 19, 2004
One Common Technology Across All Offerings
Standard Edition One, Standard Edition, Enterprise Edition
Seamless upgrade path
Supported by extensive ecosystem of consultants, software vendors and resellers

15. Platform Flexibility Your Choice - Linux, Windows or Both
Leverage Cost and Value Advantages of Linux
Linux-owning small and medium businesses worldwide will rise from 1.2 million to 2.7 million businesses over the next five years.
Accommodate Mix of Platforms
Same solution runs on either platform
No difference in price, packaging, or features
A key opportunity for Oracle is in providing the small businesses and ISVs with a choice in their deployment platform. The small business market shows large growth in the willingness to leverage the advantages of the Linux platform. And allowing the customer to choose their platform is key to their future.
Oracle consistently sees customers asking for choice in deployment platforms to provide an alternative to Windows or to provide a mix of platforms. With the added requirement of not being locked in to their initial choice. The Oracle Application Server 10g platform and hence Oracle Application Server 10g Standard Edition One enables applications to run across different operating systems without any change. So this gives the smaller organizations the option of starting with Windows and adding Linux into the mix or even cutting over entirely to Linux. There is no difference in pricing, packaging, or features regardless of the platform that they choose.

16. Database Standard Edition One A Perfect Complement
Complete Web Solution for Oracle Database
Flexible, Supported All-in-one Application Platform
Same offering for both Linux and Windows
Comprehensive application framework and database
Provide Faster DB Access and Support More Users
Works Best with Oracle Database and Provides Lowest Cost of Ownership
Common Provisioning Tools
Common Management Tools
Common Security Model
Common Development Tools
Best Performance & Access to Features
Oracle also believes that there is a good opportunity to discuss with customers that have purchased Oracle Database Standard Edition One and present to them the benefits Oracle Application Server 10g Standard Edition One. It is the perfect complement. Oracle Application Server 10g Standard Edition One provides a complete web infrastructure for the Oracle Database as they have been designed and tested to work extremely well together. And Oracle has made sure that pricing and packaging is consistent for the database and the application server.
Together they provide a flexible application platform that is capable of running across platforms to handle any type of application need and information storage requirements.
It can provide greater scalability and access to the Oracle database for more users.
And it works the best in concert with the Oracle Database because Oracle Application Server 10g Standard Edition One leverages a common set of provisioning tools, a common management tool, a common security model, a common set of development tools, and is tuned to provide the fastest performance and access to database features possible.

17. Agenda Understanding the Small Business Market
Introducing Oracle Application Server Standard Edition One
Build on a Proven Platform
As discussed already, there are a good number of additional features in Oracle Application Server 10g Standard Edition One. Now, the presentation will cover in more detail and demonstrate these new capabilities that are expected to provide ease of use for end-users, ease of use for how to manage the integrated system, and ease of use for the ISVs and developers.
Oracle Application Server Standard Edition One Capabilities
Summary

18. Capabilities at a Glance
Simplify Information Sharing
Complete Web Infrastructure
Easy Web-Based Management
Powerful Application Platform
To focus on the key areas of improvement, the presentation will first discuss the new features to simplify information sharing for small businesses and departments. Then it will discuss the benefits of using a complete, pre-integrated web infrastructure followed by a demonstration of the simplified web-based management tools. And it will complete by discussing the powerful application development platform and Oracle’s award winning development tools to aid developers and ISVs in speeding solutions to their customers.

19. Simplify Information Sharing Internally and Externally
Enable Self-service Information Sharing
Everyone is more productive
Keep Track of Correct Information
Ensure up-to-date information
Eliminate concerns about lost documents
Reduce Regulatory Concerns
Easily control, monitor, and track access
Secure, Personalized Access
Single Sign-on ensures appropriate access
Simplify information sharing is targeted at helping both internal employees working better together as well as sharing information more efficiently with external partners and customers. The focus is to make these audiences more productive immediately by enabling self-service information sharing. This means that the users with the information can quickly post it to the intranet portal with one or two clicks and everyone else sees this information quickly. The important part here is that a pre-built Intranet portal is included and ready to use right after the install. Customers won’t have to build anything themselves. They just add their information to start the sharing process.
In this way, small businesses and departments can easily keep track of the most up-to-date information. So that the correct information is always available to the people that need it. This reduces the concerns that many users have when they are trying to find the latest version of any document. And with the integrated search, documents are much easier to find as well. In addition, this saves customers from having to search their folders to find the document that some sent to them.
And with the increase in regulatory policies, having all the relevant information in one location makes it extremely easy for smaller businesses to control, monitor, and track access to this information. As you’ll see a little later, Oracle Application Server 10g Standard Edition One makes it extremely easy to backup and archive this information to comply with these additional regulations.
Key to sharing this information is to make sure that only the right people see the information they are entitled to see. Oracle Portal with Oracle Instant Portal provides users with secure, personalized access to the information they have permissions to see. And with leveraging the integrated single sign-on server, a user doesn’t have to worry about using multiple login names and passwords.

20. Instant Portal Out-of-the-box Solution
Easy to Get Started
Personalizable home page
Pre-configured content pages
Out-of-box, customizable site structure
Easy to Manage
Company branding and styling
User creation and privilege management
Web-based Monitoring and Backup/Restore
Easy to Use
No Development Needed – In-place Editing
Innovative Rich Text Editor
The first new feature of Oracle Application Server 10g Standard Edition One is Oracle Instant Portal. This is a portal application that was built on top of Oracle Portal with the needs and demands of the small business users. It was designed to be extremely easy to use and is ready to use with no changes needed. It is a portal application to do what it was designed to do. If customers want to invest and build their own company portal, this is possible by leveraging the Oracle Portal product directly.
It is very easy to get started. Users simply login and they can personalize the home page with information they see and use often. They simply click on an icon next to any piece of information and it is added to their home page for them quickly find when they need it. Oracle Instant Portal comes with a set of default/pre-configured pages so that there is nothing required to get started. The included customizable site structure is very easy to change so that it can exactly match the organization structure of the business users.
It is also very easy to manage. You can quickly change the branding and styling to fit with your company standards. It is very easy to add new users and manage the privileges that they need to add information and securely share with others. And with the web-based monitoring and backup/restore, it is very easy to make sure nothing goes wrong with the system.
At it is extremely easy to use. Out-of-the-box, there is no development needed. But in order to change the default portal, it is extremely easy. The user simply clicks on the edit icon and the tools are immediately shown in the page. The user just edits the content directly with the new innovative rich text editor. If users know how to edit a document, then they can add content to Oracle Instant Portal.

21. Complete Web Infrastructure Everything Needed for a Web Site, Pre-assembled
Fast, Scalable, Advanced Web Server
Apache based
Web Cache for static and dynamically generated web pages
Java/J2EE 1.4
Web Services
Customize Sites
PHP, PERL, and Python scripting
Easily Managed, Integrated Solution
Eliminates “assembly”
Simplifies on-going maintenance
Smooth Scalability and Growth Path
Clustering enabled with simple license upgrade
Now the presentation is going to switch focus for a little bit and cover what the ISVs and developers can leverage in Oracle Application Server 10g Standard Edition One. So the next few slides will be focused on simplicity and ease of use for the ISVs and developers.
The key point about Oracle Application Server 10g Standard Edition One is that all the components that are required to run web sites are included in one box and that they are all pre-assembled. This means that there’s no time wasted trying to have one part communicate with the other. The entire set of components are pre-integrated, certified to work well together, and are simple to manage and maintain. As mentioned earlier, the award winning Apache based web server is included along with Oracle Web Cache to increase the speed of delivering both static and dynamic pages to the users. It comes pre- configured and pre-deployed to ensure fast, reliable, secure interactions between all the components.
Custom sites can be created and run using the popular PHP, PERL, and Python scripting languages. And Oracle Applicaton Server 10g Standard Edition One includes a set of new plug-ins for JDeveloper so that developers can test these sites out while they are being developed.
Since all the components are part of this pre-integrated solution, it is very easy to manage all the parts as one. It clearly simplifies the ISV’s and developer’s job of trying to assemble their own environment for customers. And since they all work together, ongoing maintenance is done through a single console that will be described a little later.
Because all the Oracle Application Server editions are based on the same core technology, there is a very smooth scalable growth path for the customer using the ISV solution. It simply requires a simple license upgrade to use the advanced clustering features to meet the growing demands on the system over time.

22. Easy Web-Based Management
Comprehensive Management and Monitoring
Single Console
Simple Backup and Restore
Easy Start / Stop
In terms of managing the entire platform, Oracle Application Server 10g Standard Edition One has made significant strides in making it extremely easy for users to see all the components from one web based location. It is a single console that lets you manage all the components, simply backup and restore any part of platform, as well we provides a very simple way to start and start the server when needed.
If you want to start one component, one click and your done. If you want to restart the server, one click and your done. If you need to backup the system, one click and it is handled for you. And the important part is that you still have choices as to the types of backups you need. Do you want to back up while people are not using the system? Then a cold backup would work perfectly. If you want to backup the system and not impact any users, then a hot backup would be even better. It’s up to the user but in either case it is still just a single click.

23. Powerful Application Platform Quickly Develop Solutions
Award-winning Visual Tools
Easy Java, Web Service development
Declarative, model-driven programming
Full Lifecycle Support
Comprehensive platform simplifies deployment
Supported, Integrated Components
No compatibility headaches or viability issues
In looking at how to make it easier for ISVs and developers to quickly develop applications, Oracle Application Server 10g Standard Edition One includes the award winning JDeveloper toolset to facilitate java and web service development. In addition as new Service Oriented Architectures are required, Oracle has provided a set declarative, model-driven programming tools to speed this effort. This allows the ISV to sit with a customer, describe the solution and capture the requirements all in one diagram. Then the ISV can generate their code from the model to ensure customer’s requirements are implemented as described.
And since the development process requires building, testing, deploying, re- testing, and versioning the files, the product includes full lifecycle support. The fact that all the components are in one box significantly simplifies the required steps to deploy the final solution for the customers.
Another key is that Oracle certifies that all the components are fully supported and come pre-integrated. This means that there are no compatibility headaches when deploying a solution for the customer.

24. Visual Web & App Development Oracle JDeveloper 10g
Award-winning Tools
Supports Novice and Experienced Developers
Broad Technology Support
Java, EJB, Web Services
JavaServer Pages, JavaServer Faces, Struts
XML, XPath, HTML
Declarative Programming with Application Development Framework
Oracle’s JDeveloper development tools have been voted best-in-class for many years and has been included as a key part of Oracle Application Server 10g Standard Edition One. With it’s declarative modeling tools, feature packed coding tools, along with the rich component palettes, JDeveloper provides support for a broad spectrum of users from novice to experienced developers. It is extremely easy to use no matter where on the continuum of developers your team sits.
The product continues to be at the forefront of developing Service Oriented Architectures as well as to lead in standards support. In addition, it includes a broad range of supported technologies that include:
The latest Java VM support
EJB and Web Services support
Both JavaServer Faces and JavaServer Pages
The Struts model/view/controller
Along with XML, XPATH, and of course HTML
It supports an incredibly vast variety of technologies and standards.
In addition, Oracle’s Application Development Framework provides developers with a declarative programming environment to significantly enhance their productivity.

25. Agenda Understanding the Small Business Market
Introducing Oracle Application Server Standard Edition One
Build on a Proven Platform
To sum up the entire presentation, you should remember the following things…
Oracle Application Server Standard Edition One Capabilities
Summary

26. Oracle Application Server 10g Standard Edition One
Same Capabilities as Standard Edition
Packaging, pricing and features optimized for the needs of smaller organizations.
SME Optimizations Include:
Dramatically easy installation (single-click install), configuration and management
Incredibly low cost starting at $745
Full product support
Complements Oracle Database Standard Edition One
Availability on Windows and Linux
Seamless upgrade path as business needs grow
You should remember that the capabilities in Oracle Application Server 10g Standard Edition One are the same set of features that you would find in the Oracle Application Server 10g Standard Edition product and that the packaging, pricing, and features have been optimized to meet the needs of smaller organizations.
The presentation showed how dramatically easy it is to install, configure, manage, and use all of the award winning components in the system. Whether it is for small business users or ISVs and developers, ease of use was the primary focus in all the component areas. And as described, Oracle is offering the product at a very aggressive price point of $4995 per CPU or at $149 per user.
The product is a product that you can put your trust in as it is fully supported by Oracle the database and infrastructure leader. And that this new Application Server product offering is a great complement to the Oracle Database Standard Edition One.
And it provides the customer and ISV a variety of deployment platform choices to fit their needs. And as their business grows, there is a seamless upgrade path to the Standard and Enterprise Editions.