Datacenter Efficiency Campaign Backgrounder

1. Partner Guidance Document Datacenter Efficiency Campaign Backgrounder Optimize with Oracle: Application Performance & Scale Demand Generation Kit

2. Datacenter Efficiency Campaign Backgrounder for Partners Campaign theme: Boost application performance and improve scalability with a fully optimized datacenter from Oracle. • Only Oracle can offer a completely optimized and fully integrated datacenter, including software, middleware, hardware, storage, and networking • By using Oracle SPARC Enterprise servers and other open standard technologies, customers can boost application performance significantly • With these optimized systems, whether customers have an appliance or an integrated set of components, scaling from one user to a million becomes quick and simple so they can handle explosive user growth Product/Offer • This campaign is designed to help you sell Oracle server, storage, and networking products (tier 1), as well as additional Oracle hardware, software, and services (tier 2) • This campaign is intended to help you establish Oracle as a thought leader with a new vision for the future of the datacenter Market Opportunity • This campaign is targeted to business and IT managers at mid-size to large enterprises. These are some of the typical challenges they face: • Need for higher application performance: • There are all kinds of new applications that businesses need to add to stay competitive. On the internal side, they need to add and expand Enterprise 2.0 collaboration initiatives that enable employees to communicate better, share work, and so on. On the external side, they need to add services for customers and bring traditional services online. All these applications require serious infrastructure performance: Managers need to be able to test and deploy with maximum speed. Poor performance means poor user experience and lack of access to data, and that’s bad for business • Need for scalability: • User growth rates are unpredictable. Some usage rates may grow gradually and predictably. Other applications may experience exponential growth in just a few weeks or months. IT managers need to be able to scale rapidly to accommodate new users and new quantities of data, or risk losing the users they just acquired

3. What is this Campaign About? Audience Customer pains - business Customer pains - technical • Which audience does this campaign address? • Mid-size to large enterprises • IT decision makers responsible for end-to-end datacenter management • Business management • To what types of business pains does this campaign especially relate? • To what types of technical or IT pains does this campaign especially relate? Key messages Oracle’s positioning statement Oracle product focus • Only Oracle can deliver industry-leading performance and scale using integrated hardware and software, from application to disk • Achieve competitive advantage and scale seamlessly to meet changing IT demands • This is the perfect infrastructure for growing enterprises that need to accommodate sudden growth, as well as for successful enterprises that need to offer the same high-performance services more cost-effectively • Oracle is uniquely positioned to offer a path to datacenter modernization using total integration across the entire stack, from applications to disk. These systems enable customers to optimize their IT infrastructure to achieve maximum application performance and scalability for the most demanding applications and sudden user growth. • Application Performance & Scale focuses less on any one specific product than on the complete integrated offering, with a full spectrum of deployment models, from appliances (Exadata) to integrated systems and solutions (apps-to-disk) to private clouds (Paas, Iaas). Emphasis is placed on Oracle Sun SPARC Enterprise servers as a central component of the high-performance solutions.

4. How the Product/Offer Can Help Benefits • What’s in it for you: • Make money by selling Oracle server, storage, and networking products and solutions that can help firms boost application performance and improve scalability • Sell the idea of a completely integrated Oracle datacenter that can provide maximum application power and scale, which also will reduce their operating costs through improved efficiency and manageability • Sell your services along with Oracle solutions and grow your implementation and support practice • What’s in it for your customers: • Higher application performance so they can deploy new applications easily with maximum speed • Increased scalability, so they can scale applications to accommodate sudden user growth • Lower operating costs, since the new systems significantly reduce power, cooling, space, and labor requirements and simplify management Proof Points • “As the world's largest mobile phone operator ranked by number of subscribers, we ran extensive testing on the Sun SPARC Enterprise T5440 server running Oracle databases, and it's been truly amazing. We were able to double our performance on the 4RU Sun SPARC Enterprise T5440 server compared to our existing 40RU, 64 CPU system, and also cut CPU utilization by over 50%. We have never seen so much mid-range computing power in such a small box while also dramatically reducing space and power consumption.” — Mr. Wangxin, Director, China Mobile • Oracle BI EE on Oracle SPARC Enterprise servers delivers unmatched performance and savings, and massive scalability • It supports up to 28,000 concurrent Oracle BI EE users on a single system • It delivers response times up to 2x faster than competitors’ published results • Up to 62% lower price/user and uses 90% less power and space than comparable environments • Oracle Database 11g software, and the 12-node Sun SPARC Enterprise T5440 server cluster delivers: • 5.9x better performance than the IBM Power 595 (5GHz) with IBM DB2 9.5 Database • 87% better performance and 19% better price/performance than the HP Superdome 1.6 GHz Itanium2

5. Your Next Steps • Start generating new business today! Follow these steps and address your customers with your own campaign: • Send out an email to your prospects telling them how an integrated datacenter from Oracle can help them solve specific problems. See the next slide for sample email text • Include links in your email that prospects can click on to find more information on your website. See slide 7 for some suggested text for a landing page on your website • Call your prospects after you send out the email. See slide 8 for a suggested telemarketing script you can use when you call them

6. Subject Line (options): Boost the performance of your applications — and your bottom line Power up your application performance and scale to meet soaring demand Achieve higher performance and scalability with an optimized datacenter Achieve new levels of performance with Oracle’s optimized datacenter See what better application performance can do for your business Body copy: (subhead options) Better application performance, better scalability: Meet the future of your datacenter Improve performance and boost scalability in your datacenter Discover the path to a more powerful, more scalable datacenter Turn data into insight you can use – with Oracle Business Intelligence. New business requirements and sudden user growth mean significant challenges for your datacenter. You need to be able to achieve maximum performance and scale rapidly to keep pace. Oracle’s new vision for a fully optimized datacenter integrated from application to disk presents a way to meet all your challenges, while also reducing costs and increasing efficiency. With a customized solution from Oracle, you can: Boost application speed and power: Increase database capacity, accelerate transaction response time, and improve user experience Improve scalability: Scale to handle millions of users and concurrent transactions quickly and easily Decrease deployment time: Launch new applications and initiatives with ease and speed ROI Do more with less: Get better performance with fewer machines, reducing power, cooling, and space requirements The challenges of success require your datacenter to be ready. See what an optimized datacenter from Oracle can do for your business. Get more information. <link to landing page on your website> Your Next Steps – Start generating new business today! Send out a mailing to your prospects! Tell them how this product can help them solve one or more specific problems. See below for sample mailing text.

7. Headline options: Boost application performance and scalability Speed, power, and scale: Set new records for application performance Body copy: (subhead options) Make your datacenter a key part of your company’s success Meet your IT challenges with a fully optimized datacenter Business success brings its own set of challenges: new applications to deploy, skyrocketing usage rates to accommodate. And if you can’t meet those challenges in your datacenter, then your business can’t sustain the success. Oracle has a new vision of the datacenter — one optimized and integrated at every level, from application to disk — so you can meet the challenges of success, even in this time of reduced IT budgets. With total integration across the entire stack, you can: Boost application performance to unprecedented levels so you can deploy even the most demanding applications at maximum speed and with superior user experience Increase scalability so you can handle sudden user growth quickly and easily Speed deployment and ROI because every component, from the server to storage to application to middleware, is designed to work together seamlessly Cut costs with lower power, cooling, space, and labor requirements With a complete range of solutions — from high-performing appliances that can be easily added to existing infrastructure to record-setting systems customized to your needs — there’s a way to meet every challenge that success brings your way. To find out more about how Oracle’s optimized systems can help you, contact [an Oracle Partner]. <optional dropquote> “We were able to double our performance on the 4RU Sun SPARC Enterprise T5440 server running Oracle databases compared to our existing 40RU, 64 CPU system, and also cut CPU utilization by over 50%. We have never seen so much mid-range computing power in such a small box while also dramatically reducing space and power consumption.” — Mr. Wangxin, Director, China Mobile Your Next Steps – Start generating new business today! Set-up a landing page for your prospects to visit (optional) Include details for a web page in your mailing that prospects can visit to find more information. See below for some suggested text for a landing page on your website.

8. Use This Telemarketing Script Introduction: I’m calling to find out a bit about the challenges you’re facing in your datacenter and to see what plans you have to solve those challenges in the next 6 to 12 months. Q: Are you the person responsible for managing the datacenter in your organization, or do you have influence on decisions about the future of your datacenter? (If NO:) Would you please give me the name of the person at your company who is responsible for systems decisions and purchases? (Then skip to Next Steps) Qualifying Questions: Q: How old are your mission-critical servers? Are any of them Sun servers? Q: Do you run any SPARC processor–based or Solaris OS-based applications? Q: Do you currently hold licenses for Oracle enterprise software or middleware? Q: Are you trying to migrate applications off of legacy midrange and mainframe computers? Q: Are you meeting your SLAs for application performance and system uptime? Q: Are you rolling out new applications or reaching out to new audiences that could strain the capacity of your existing systems? Q: Are you looking at Flash memory for application acceleration? Q: Are the applications and services you offer experiencing significant user growth? Q: Are you facing increasing data loads? Q: Can you predict how your existing systems will scale to meet new workloads? Q: What’s your budget for infrastructure purchases or upgrades over the next 6–12 months? Has your budget been reduced in recent years? How have you been coping with a reduced budget? What spending have you cut back on?

9. Use This Telemarketing Script Oracle Offering: It sounds as though you may have an initiative that we might be able to help you with. Could I tell you more about what our solutions can do for your business? An optimized, integrated datacenter with Oracle hardware, including servers, storage, and networking technology, can run Oracle applications and other software with the maximum possible speed and simplicity, so you can accelerate transaction response times and deliver consistently good user experience. Built-in, no-cost virtualization and highly expandable server and storage systems enable you to grow quickly to accommodate sudden spikes in user traffic and data loads while also simplifying administration. Oracle’s integration across the stack enables us to optimize for a wide variety of business-critical datacenter workloads, ranging from large-scale database and business applications to throughput-intensive and high-density deployments. Key products: Oracle Sun SPARC Enterprise T-Series servers and Oracle Sun SPARC Enterprise M-Series servers, Flash memory, Sun Oracle storage, Oracle virtualization technology Oracle offers a full spectrum of deployment models, from appliances to customized integrated systems and solutions and private clouds, to match the size and nature of the customer’s enterprise as well as their business needs. Key products: Oracle Exadata Storage Server, Oracle cloud computing technology Next Steps: As a next step, I’d suggest a visit by an expert from my company, to discuss the appropriate solution for you.