Oracle was founded in 1977. While it’s not exactly GE or IBM, which date back to the late 19th and early 20th centuries respectively, it is old enough to be experiencing a fair bit of disruption in its own right. For a good part of its existence, it sold databases to some of the biggest companies in the world. But today, as the market changes and shifts from on-prem data centers to the cloud, how does a company like Oracle make that transition?
Of course, Oracle has been making the shift to the cloud for the last several years, but it would be fair to say that it came late. Plus, it takes more than building some data centers and pushing out some products to change a company the size of Oracle. The company leadership recognizes this, and has been thinking at the highest levels of the organization about how to, from a cultural and business perspective, successfully transform into a cloud company.
To that end, Oracle has opened five innovation hubs over the last several years, with locations in Austin, Texas; Reston, Va.; Burlington, Mass.; Bangalore, India and Santa Monica, Calif. What are these centers hoping to achieve, and how will it extend to the rest of the company the lessons learned? Those are big questions Oracle must answer to make some headway in the cloud market.
Understanding the problem
Oracle seems to understand it has to do something different to change market perception and its flagging market position. Synergy Research, a firm that tracks cloud market share, reports that the company is struggling.
“For cloud infrastructure services (IaaS, PaaS, hosted private cloud services) — Oracle has a 2 percent share,” John Dinsdale, chief analyst and managing director at Synergy told TechCrunch. He added, “It is a top-10 player, but it is nowhere near the scale of the leading cloud providers; and its market share has been steadily eroding.”
The news is a bit better when it comes SaaS. “Along with SAP, Oracle is one of the leaders in the ERP segment. But enterprise SaaS is much broader than ERP and across all of enterprise SaaS it is the No. 4-ranked provider behind Microsoft, Salesforce and Adobe. Oracle worldwide market share in Q4 was 6 percent,” Dinsdale said.
The company knows that it will take a vast shift to change from an organization that mostly sold software licenses and maintenance agreements. It pushed those hard, sometimes so hard that it left IT pros with a sour taste in their mouths. Today, with the cloud, the selling landscape has changed dramatically to a partnership model. The company knows that it must change, too. The question is, how?
That will take an entirely new approach to product development, sales and marketing; and the innovation hubs have become a kind of laboratory where engineers can experiment with more focused projects, and learn to present their ideas with goal of showing instead of telling customers what they can do.
And the young shall lead
One way to change the culture is to infuse it with fresh-thinking, smart young people, and that’s what Oracle is attempting to do with these centers, where they are hiring youthful engineers, many right out of college, to lead the change with the help of more seasoned Oracle executives.
They are looking for ways to rethink Oracle’s cloud products, to pull the services together into packages of useful tools that helped solve specific business problems, from prescription opioid abuse to predicting avocado yields. The idea isn’t just to have some section of the company where people work on dream projects. They want them to relate to real business problems that results, eventually, in actual sales and measurable results.
Hamza Jahangir, group vice president for the cloud solution hubs at Oracle, says they look for people who want to dig into new solutions, but they want a practical streak in their innovation hub hires. “We don’t want just tinkerers. If the only problem you’re solving is that of your own boredom, that’s not the type of person we are looking for,” he said.