A Kinder, Gentler Oracle?

There will be keynotes by the usual luminaries: John Chambers, Michael Dell, Hector Ruiz, Jonathan Schwartz and Oracle's own Larry Ellison, Charles Phillips, Chuck Rozwat, Thomas Kurian et al.

But the company will also try to get partners all warm and fuzzy, kicking off the event with partner-focused confabs, details on early product training on upcoming E-Business Suite 12 and Siebel 8 well in advance of general availability, and more data on the company's emerging All Partner Territory strategy.

Oracle also plans to talk more about training to help partners better align four solution areas—business intelligence, service-oriented architecture, grid computing and identity management—with four key verticals—financial services, higher education, health care and retail.

Oracle, which has bought its way into the No. 2 slot for enterprise business applications, is still working to transform itself from a database power to a company fielding an array of applications for different constituencies and a growing stable of middleware for stitching all its offerings together.

It is also evolving its partner model. Until recently, VAR partners had to focus on the technology (i.e., database and middleware) side of the house. Most could not resell Oracle applications, although they could garner fairly substantial referral fees for handing off application leads to the company. That started to change last year when Oracle authorized Avnet—and its affiliated VARs—to handle its applications. It is expected to likewise authorize Agilysys for applications soon.

Partners, especially those that are primarily involved in license sales, have long beefed that the Oracle relationship can be trying. The company's direct sales force is nothing if not aggressive, and some longtime Oracle VARs say they spend more time sparring with Oracle reps than selling the product. "That is not productive for either camp," said one.

Some say that is really starting to change, citing Oracle co-president Phillips with championing their cause. One East Coast VAR says he is amazed at the turnaround he's seen in Oracle's channel attitude. He loves the idea of All Partner Territories. In those regions all technology sales outside of named accounts will flow through designated partners. Partners that want to participate need to devote considerable time and resources to Oracle sales and training.

"They have me enthusiastic," said this partner, who spoke anonymously. "A few years ago, we were an Oracle partner but it seemed that their sales reps purposely did not work with us. They viewed us as competition. They were actually more likely to bring in a non-Oracle partner on deals than one who was already affiliated. The pendulum has now swung the other way," he said.

Another longtime partner remains unconvinced. He said Oracle reps still fight for any new sales leads.

With its acquisitions of PeopleSoft and Siebel Systems—as well as Portal Software, Oblix, Retek and other companies under its belt—Oracle OpenWorld has grown by leaps and bounds. The company claims some 41,000 people are heading to the Bay area for the big show, booking up virtually every hotel room in sight.