The UK Oracle User Group (UKOUG) is aiming to attract members who fully understand "the cost of owning Oracle" through a string of new initiatives.
The independent organisation, which has 1,450 corporate membership aims to raise its profile and create a stronger voice which will increase its channel of influence with Oracle and ultimately grab the ear of government.
New initiatives include a 'Learn and Save' training scheme and the possible formation of a special interest group dedicated to addressing the issues of managing business online.
Ronan Miles, deputy chairman of UKOUG said: "We want a strand of people who know what it means to own Oracle by reaching higher up the food chain."
Miles believes that the present make-up of the membership means that the user group cannot claim to have a voice on certain issues like the ecommerce bill.
"We should be able to, but at present have no coherent corporate voice. Different voices can address a different set of issues," he said.
Oracle is pushing to become an application service provider through its Business Online programme by enabling companies to access its applications and approved third party packages remotely over the Internet from a site hosted by partners such as US network operator Qwest.
Last month Mark Jarvis, Oracle's senior vice president of worldwide marketing estimated that within five years, Oracle would generate about 50 per cent of its revenues from hosted licenses rather than those sold directly or indirectly to users.
Miles said he "could envisage a business online special interest group" to tackle the renting of applications, which he believes "makes a lot of sense."
"When the technology changes, there are a whole host of other issues," he added.
Oracle training suppliers will offer UKOUG members up to a 40 per cent discount in the new 'Learn and Save' scheme.
Miles said that apart from "increasing the value proposition of membership," the scheme will "expand the realm of relevance and attract the manager's manager."
Miles said the educational track is the first step, promising a "a gamut of courses" which could, for example, include project planning.
The UKOUG annual conference will take place 18-20 October at Birmingham International Conference Centre. For further information contact their website at www.ukoug.org.
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