2. SAFE HARBOR STATEMENT
The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
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© 2008 Oracle Corporation – Proprietary and Confidential

3. Oracle SOA for Application Development and Integration
<Presenter Name>
<Date> 3

4. Agenda Customer Case Study Common Challenges
Oracle’s Middleware Strategy
Success Stories
Summary
© 2008 Oracle Corporation – Proprietary and Confidential

5. Collect America Profile
Marker leader in acquisition, recovery, resale of delinquent accounts.
A leading provider of asset management services and financial products.
Scenario
Problem
Solution
Leading provider of asset management services and financial products
Built rich internet applications for a network of franchise customers that manage the bankruptcy process in the debt purchasing and collections industry
Rapid business growth through pursuit of new markets.
Could not predict future projects costs, time or resources
IT needed more agile infrastructure to handle change more quickly and improve efficiency.
Foundation: SOA Suite, WebLogic Server, Tools: JDev and ADF 11g; Out-of- the-box integration features.
Reduced development time for hundreds of applications and services with automated and human workflow.
Maximized liquidation rates, minimized costs, sped delivery of IT projects for LOBs by 30 percent.
Scenario
One of the largest on-line insurance providers in the US with self- service Web site for customers
Scaled out application tier built to handle high volume of traffic
Problem
Large Database was heavily loaded by persistence of enormous user profiles (>1MB each) for thousands of concurrent users
Challenge expanding environment for spikes in usage or additional services offered
Solution
Oracle Coherence allows all customer data to be managed in-memory for fast access to user profiles
Updates to profiles are actively held in the Data Grid and only persisted to the database once, at the end of the user session
Over 10X increase in application tier capacity

6. What customers tell us Key Challenges
Faster time to market
Reduce integration cost and complexity
Cost of managing process exceptions
Finding root causes for problems
End-to-end lifecycle management
Change management
End-to-end solution monitoring  
Key Challenges
Faster time to market
Reduce integration cost and complexity
Cost of managing process exceptions
Finding root causes for problems
End-to-end lifecycle management
Change management
End-to-end solution monitoring

7. Oracle’s Application Development Strategy
Custom Applications
COTS Applications
Application Integration
Business Processes
Composite Applications
Unified Skill-set
Unified Middleware Platform
Oracle SOA Vision:
If you listen to technology analysts and vendors, they all say virtually the same things about Service Oriented Architecture: That by adopting Service Oriented Architecture, IT departments can lower their costs through improved reuse of technology assets and be more responsive to the needs of the business through improved agility. They often site studies showing that most IT organizations spend ¾ of their budget on maintenance, leaving only ¼ for new initiatives that drive value to their organizations, and that SOA will enable IT to turn this ratio on its head.
Customers are generally numb to this message, considering it a platitude that is more an academic theory than a practical approach to addressing their challenges.
Oracle’s is different from other vendors because we’re the only company that offers both applications, and enterprise ready middleware, not to mention the number one database. Applications are key to building a SOA because they provide the building block services and participate in the key business process that customers need to run their businesses. By starting with enterprise applications, IT departments can build a service oriented architecture, while focusing on tangible projects that deliver business benefits.
And since Oracle is building it’s next generation of applications on Fusion Middleware, we envision a future where IT departments will be able to achieve all of the promised benefits of SOA, while only having to maintain a single unified SOA infrastructure and skill-set for building composite applications, integrating systems and running their commercial off the shelf applications.

8. Oracle’s Middleware Platform – Post BEA
Re-platformed and optimized Fusion Middleware to run on WebLogic Server: Oracle’s strategic platform.
Incorporated BEA’s Service Bus, Complex Event Processing and Governance products into Oracle’s strategic SOA platform.
Exploited synergies between Oracle and BEA product lines. e.g.
Oracle Service Bus leverages Oracle Adapters for application connectivity.
Unified management through Enterprise Manager
Oracle Serrvice Bus integration with Oracle BAM

9. Oracle SOA Suite 11g Unified event and service infrastructure
Service Bus
Business Process Mgr
Human Workflow
Imaging & Doc Workflow
Business Rules
CEP & BAM
B2B Integration
Common Metadata, Packaging, Deployment, Monitoring
Unified Service Invocation & Event Distribution
Service Component Architecture Runtime
SOA Infrastructure – JAX-*, WS-*, WS-I
Request
Reply
Events
JMS
DB, Files
Web Services, REST
Applications

10. Oracle SOA Suite 11g – Key Differentiators
Unified Development and Deployment Model
Rich Connectivity
Optimized Runtime Platform
End-to-end Management and Monitoring
Integrated Event Management
Seamless Java / J2EE Integration
Automated Lifecycle and Policy Management
High Performance and Scalability
Complete and Comprehensive Suite

11. Unified Development and Deployment Model Lower development costs, faster time to market
Configuration driven model
Reduced complexity
In-built integration across components
Assembly model based on SCA standard
ADF – build all aspects of the application
Application Development Framework (ADF) is unique because it provides the only development framework that allows you to build all aspects of the Application – UI/Page Layout, Controller/Page Flow, Model/O-R - completely visually by assembling standards-based components
Device & Browser Adaptation
JSF Components
Ajax & DHTML
Flash
JSF Page Flow
JSR 227 Data Binding
O-R Mapping
EJB 3, JPA
WebServices

12. Optimized Runtime Platform Lower operation costs, high scalability and availability
Eliminate format conversion and network costs
Running on Application Grid
Coherence
Optimized for WLS
Jrockit Real-time

13. End-to-end Management and Monitoring Integrated cross component tracking,
BPEL
Human Workflow
Routing
Business Rules
External Service
All-in-one management console
End-to-end (process) instance tracking
Unified error handling
Drill-down into components

14. Integrated Event Management Real time business level visibility, SLA management
Dynamic dashboards
Real time response to alerts
Heterogeneous data sources
Customizable by the business user

15. Embrace & Extend Existing J2EE Assets Service Enable EJB, JMS and WS endpoints with OSB
EJBs can be abstracted as generic Business Services
Monitoring, alerting, throttling, security and other policies can be associated with the exposed service.
Events associated with service can be displayed in BAM dashboards
No coding required
Route Node
Invoke EJB

16. Embrace & Extend Existing J2EE Assets Expose Java code as SCA Components
Seamless Java integration with a SOA Composite
Zero modification for usage inside a SCA composite
WSDL from Java interfaces and back on demand
Visual Spring Editor
EJB 3.0 Support
Coming in 11g R2
* Coming soon in 11g R2

17. Embrace & Extend Existing J2EE Assets Platform for E2
Embrace & Extend Existing J2EE Assets Platform for E2.0 Applications – Web Center
WebCenter Framework
Search Framework
Portlet Runtime
Customizable
Components
Business
Dictionary
Content
Extensions
JDeveloper
Application Development Framework
Oracle Application Server/Oracle WebLogic Server
WebCenter Anywhere
Oracle Composer
Integrated Workflow
Social Networking
Portlet Interoperability
Content Integration
Analytics
Personal Productivity
Mashups
WebCenter Enterprise 2.0 Services
WebCenter Spaces
Desktop Integration
User driven personalization
Enterprise ready Web 2.0
Multi channel interactions
Dynamic Communities
Oracle Confidential 17

18. Automated Lifecycle and Policy Management Define, visualize, enforce policies and processes
Re-use of IT assets
Better integration between business and IT
Risk Management
Promote standardization

19. High Performance and Scalability Integrated fault tolerant and scalable caching
Java EE on WebLogic Server
POJO
Application
Service Result Caching
Database Access & O-R Mapping
Efficient Data Access
Mainframe Offloading
C++ Application
Complement high performance Service Bus and Complex Event Processing scenarios.
Reduce # of hits to back-end systems
Improve response times for service
Linearly scale in-memory data access 19

20. Complete and Comprehensive Suite Service enablement, process / event / policy mgmt
11g Service Infrastructure
Business Rules
Mediator
Policy Enforcement
Optimized binding
BPEL
Human Workflow
Oracle Service Bus
Common JCA-based connectivity infrastructure
Reg/Rep
Application composers
SOA Operations
Web-based console
IDE
BAM
B2B
Service Assembly, Orchestration
Service virtualization, Shared Service Gateway, Monitoring
SOA Composite
WebLogic Server + Coherence
Built On 20 20

21. Complete Middleware Portfolio for Application Development
WEB
SERVICE
LEGACY
SYSTEM
Build/re-use Services Web, Legacy or ext. Services
ESB
Route, Transform, Virtualize ESB IF
BPEL
Orchestrate BPEL/BPM engine
B2B
Connect Adapters & B2B
RULES
ENGINE
Externalize business rules Rules Engine
WEB
SERVICE
HUMAN
WORKFLOW
Involve human beings Human Workflow
Visualize Business Activity Monitoring
Secure Global Security Framework
Manage & Govern Enterprise Manager, Repository & Registry

22. Oracle Fusion Applications
Fusion Applications are complete redesign of core enterprise for COTS middleware and modern SOA
In development for 3+ years, first release will be certified for WebLogic
Zero down time patching and upgrades
In memory supply chain BOM shared across multiple Fusion Apps
Fusion security – OAM/OID/APM
Batch processing with JRockit Real Time – consistent scaling/latency

23. Oracle Fusion Applications Reference Architecture
Reporting
XMLP
Analytics
OBIEE
User Interface
Web Center
SOA Platform
CRM
Manufacturing
ERP
Monitoring HR
Financials
SCM
System Management
Oracle GRC/IdM
XMLP as “Common Reporting Infrastructure”
OBIEE as “Common BI Infrastructure”
WebCenter as “Common UI Infrastructure”
GRC/IdM Suite as “Common Security Infrastructure”
SOA Suite as “Common Integration Infrastructure”
Application Grid as “Common Platform”
EM: as “common monitoring and management” EM
SOA Suite
Infrastructure Platform
Application Grid

24. General Electric Profile
Diversified technology, media and financial services company.
Serves customers in 100 countries, employs 320,000 people worldwide.
Scenario
Problem
Solution
Broad products and services including aircraft engines, water processing, security, medical imaging, financing, industrial products.
Corporate IT responsible for 3 data centers and managed DB targets.
Had many different pre- established dashboard solutions, needed to obtain OEM metric information without a custom solution for each.
Needed a single solution that could service all performance and health reporting requirements.
SOA Suite 11g with integration to Grid
WebLogic Server used for JMS messaging, BAM for custom dashboards.
BPEL and BAM gave business users visibility into their database performance in near real time.
Reduced invasiveness of multiple monitoring agents.

25. Credit Suisse Group Profile
A global bank and world-leading financial services company.
46,700 employees, 1.7 million corporate and retail clients world-wide.
Scenario
Problem
Solution
$1.5 trillion assets under management.
Did not have an accurate daily position on it’s bank wide operational risk exposure.
Needed to be able to “price- test” 1% of assets.
Must lower operational risk
Ensure standard & set ownership of business processes
Improve quality & access to end of day reports to directors
Improve flexibility to respond to business risks and opportunities
SOA, BPM, and WebLogic Portal to build a composite workflow application for financial users.
Investment Bank process modeling for CFO Portal.
Track and monitor $15 billion in assets that could not be price-tested.
Manage by exception to ensure full book sign-off at the end of each day.

26. Pfizer
Profile
More than $110M patients treated and $709M prescriptions annually
#1 worldwide, $48.6B in revenue, and $8.1B invested in R&D in 2007
Scenario
Problem
Solution
Pharmaceutical manufacturer with poor visibility into customer interaction.
Many different systems, multiple views of the customer.
Environments are growing in complexity, cost of development increasing.
Business unable to respond to market demands.
Silos of information and pockets of integration.
Tightly-bound relationships; no flexibility.
Difficult or impossible to monitor and troubleshoot.
Complex inter- organizational collaboration.
Different technologies, no best practices.
SOA Suite on top of WebLogic Server (Pfizer standard).
Get Customer Activity initiative delivered a 360 degree view of customer health care across multiple systems.
Agile, configurable integration.
Unified error handling framework.

27. Farmer’s Insurance Profile Subsidiary of Zurich Financial Services
$2.2 Billion in Revenue, Over Employees
Scenario
Problem
Solution
3rd largest insurance provider for personal auto & home owners in US
Growing fast through large network of independent agents in 41 states
Need to accelerate offerings of new products to market
Environments are growing in complexity, cost of development increasing.
Lack of data visibility across multiple LOB.
Need to facilitate regulatory compliance across IT infrastructure
SOA adoption is slow, lack of re-use of services, lack of visibility of SOA artifacts
Higher cost of software development
Standardized on Oracle SOA infrastructure for integration between systems and new applications development to increase time to market.
Oracle Enterprise Repository provides 360 degree visibility in all IT assets – improving efficiency and lifecycle management
New business channels on- boarding in 4-6 weeks, 200% improvement

28. SUMMARY

29. #1 Oracle SOA Take Away Complete Integrated Open Best of Breed
Broad & Deep Offering
Lower Cost, Lower Risk
Comprehensive SOA Offering
Complete
Less Effort
More Value
Designed to Work Together
Integrated
More Choice Maximizes Existing Investments
Standards-Based Architecture
Open
Robust, Proven Industry leading Software
Industry Leader
Best of Breed #1
At Oracle, we not only understand where technology trends are headed; we’re defining and driving those trends in key markets such as enterprise applications, middleware, and information management. Oracle’s applications strategy reflects that deep market understanding, and is built upon four main pillars: Complete, Open, Integrated and Best of Breed. SOA 11g truly represents all of these.
Complete: Comprehensive Industry Portfolio – Complete breadth and depth of the solutions across industries with an integrated tech stack.
Open: Standards-Based Architecture – Build to open industry and technology standards. Re-architected to run on Fusion Middleware. Ideal for heterogeneous environments.
Integrated: Designing all Applications to Work Together – Integrated architecture allowing easier interactions within and across enterprises.
Best of Breed: With the combined technologies from BEA and Oracle, it’s a robust industry leading software in the market place which is proven my many developers. There are new Gartner MQ available that reflects this.
So, let’s talk a bit more in depth about each of these concepts. 29

30. Why Choose Oracle for Application Development? Best in Class Platform
“Leader in All Application Infrastructure Magic Quadrants”
Application Infrastructure (AI)
AI for Integration Projects
AI for Composite-Application Projects
AI for Service-Oriented Business Applications
Customer Data Integration Hubs
Application Server Platforms
Integration-Centric BPM Suites
Enterprise Service Bus
LEADER QUADRANT
LEADER QUADRANT
LEADER QUADRANT
LEADER QUADRANT
LEADER QUADRANT
“Oracle is a Leader across the board in our evaluation of application server platforms”
The first reason why customer’s choose Oracle for SOA is because Oracle makes great products. Oracle has consistently proven it’s ability to execute and innovate in a broad range of SOA technologies.
Both Gartner and Forrester rate Oracle a leader in SOA technologies. Gartner’s rating of Oracle is based on both our vision and our ability to execute. Gartner understands that being innovative is only half the battle, and that a vendors ability to actual deliver to customers is just as important. When Forrester reviews SOA technologies, they actually roll up their sleeves and use the products to build an SOA base solution. Forrester stamp of approval for Oracle SOA technologies means that are products truly deliver on their promises.
LEADER
LEADER
LEADER
© 2008 Oracle Corporation – Proprietary and Confidential 30

32. Extra Slides

33. Integration Cost Study : Zapthink

34. Best in Class JEE Application Server
Oracle Application Grid Technologies
High Performance JVM
WebLogic/JRockit Real-Time
Development
Tools
JDeveloper/ Eclipse
Best in Class JEE Application Server
WebLogic Suite
In-memory Data Grid
Oracle Coherence
Transaction
Processing
Manager
Tuxedo
Management
Enterprise Manager
WebLogic Ops Control
JRockit Mission Control
Tuxedo System Monitor 34 34 34 34

35. Designed to exploit latest technology trends Future proofing your technology investment
Multi-Core Processors
64 Bit Operating Systems & Very Large Memory
Virtualization & Private Clouds
Storage

36. Unified Development SCA Composite & Business Editors
Mediation
Web services and adapters
Rules Editor
Process Editor
BPEL orchestration
Human Tasks
Spring /Java
Business Rules
SCA Composite Editor
Unified Design Time
Routing Editor
Configuration Driven Model
Unified DT and RT Metadata
Unified Packaging & Lifecycle 36

37. Service Bus Open Connectivity, High Performance Messaging
Virtualization
Request
Reply
Publish
Subscribe
Policy Mgmt.
Transform
Rules
SCA Foundation
Oracle ESB is unique because it is based on (I) standards like SCA, (ii) supports a pluggable, messaging and transport layer; (iii) provides very high speed service mediation and virtualization; and (iv) offers a complete suite of capability including connectivity, transport, mediation, virtualization, transformation, and policy management
High Speed, Pluggable Transport
Adapters/Connectors to External Systems
JMS
ERP, CRM
DB, Files
Web Services
REST 37

38. Integrated Process Analytics Enterprise Scale SOA Platform
Unified Business Process Platform Single Workflow Engine for People, Systems, Documents
Web-based
Business
Editors
Rich Business Editors
Rich AJAX
Workflow Forms
Integrated Process Analytics
Native BPEL and BPMN
Enterprise Scale SOA Platform
Developer
Tooling

39. Business Process Management BPEL Process Manager - System Workflow4
Optimize
Human & Document Workflow 1 2 3
BPEL Process Manager
Define
Deploy
ESB Transport & Connectivity
Monitor
Oracle BPM consisting of Oracle BPEL PM and AL-BPM is unique because it is the only system that provides a single integrated process suite to design, execute, monitor, and optimize system-oriented, human- oriented, document-oriented processes in a single system.
SCA Foundation 39

40. Business Process Management Human Workflow - BPEL4People, BPMN
Office & PDF Documents
In-Line Documentation Review
Delegation, Reminders, Notifications
Rich, Web-based Workflow Forms
Human Workflow & Approvals
BPEL Process Manager
Push Notifications ( , Pager)

41. Lightweight OSGI Server
Event Processing & Activity Monitoring Real-Time Business Event Management
Database
Applications
Messaging
RFID
Event Sources
SELECT S.city, AVG(temp)
FROM SOME_STREAM S
[range by 10 slide by 5]
WHERE S.state = ‘California’
GROUP BY S.city
Action Framework
KPI Impact Analysis
CEP Processor
Lightweight OSGI Server

42. Integrated SOA Governance Comprehensive Governance & Policy Management
Registry/Repository
Policy Manager
SOA Management Pack
Oracle provides the three important aspects that a Middleware Suite needed for SOA Governance as an integrated offering– (I) a SOA Governance repository to allow users to publish services for the purposes of design time re-use; (ii) A policy manager to allow users to express security and QOS policies on services when they are deployed in an operational environment; and (iii) A SOA Management pack that provides facilities to provision, monitor, and manage services
Publish, Discover, Change Manage Services
Federated Policy Manager
Provision Services & Monitor SLAs 42

43. Oracle SOA and Event Technologies
REAL-TIME VISIBILITY & PROCESSING
Alerts Business Monitoring
BAM
Events
Data Streams
CEP
Application Development
Framework
Enterprise
Modeling
BPA Suite
JDeveloper
Business User
BPM Suite
GOVERNANCE
System
Monitoring
Enterprise Manager
UDDI
WS Policies Security
Web Services Manager
Registry
SOA lifecycle governance
Enterprise Repository
Native
BPEL
Business
Rules
Human
Workflow
BPEL Process Manager
ORCHESTRATION
Routing
Transform
Data
Quality
ETL & Replication
Data Integrator
Oracle Service Bus
Mediation
ROUTING & DATA SERVICES
Solid circles: new components from the BEA acquisition
Dotted circles: significant enhancements resulting from the BEA acquisition
Apps
Adapters B2B
Partners DB
Legacy
CONNECTIVITY
Coherence Cache
J2EE Application Server (Oracle AS, WebLogic, WebSphere, JBoss)
Messaging
JRockit VM & RT 43 43 43 43

44. Oracle Fusion Middleware