Oracle has gone public with its intention to follow the likes of IBM, Hewlett-Packard and Sun in leaping on the e-business bandwagon.
Oracle will triple its advertising budget to more than £90 million over the next fiscal year to try and ram home its message.
"This is the culmination of three years of effort and we're betting our business on the Internet," declared Mark Jarvis, Oracle's senior vice president of worldwide marketing. "E-business will be the entire focus of our marketing over the next year."
The move follows the database supplier's failed attempt a couple of years ago to rebrand itself as a network computer company. The aim was to generate pull-through sales in the corporate market by having consumers associate its name with NCs as Microsoft ia associated with PCs through its Windows brand.
Thomas Kurian, vice president of Oracle's e-commerce programme office, which was set up a month ago and has 35 staff, said: "This is part of our push to brand ourselves as an e-business company. We've not pushed it aggressively to date, but this is the start of it. We're making our marketing crisp and clear."
He continued: "We believe there are two kinds of players in this market - people that are doing e-business in this space and people that are selling the infrastructure to e-business to do their businesses. We fall into the latter category, but we've not done a great job of articulating that."
He added that over the next six months, the firm would come out with clear strategies on e-business intelligence and how it could help customers Internet enable their customer relationship management (CRM) systems using Oracle packages.
Oracle plans a worldwide advertising campaign to deliver its message of being the company that provides e-businesses with the infrastructure to undertake their e-business, and will provide seminars showcasing these companies' success stories.
The firm is also introducing a raft of initiatives such as its Fastforward scheme for e-business. This is a fixed price and fixed time bundle, which includes Oracle consulting services and software licenses running pre-installed on Sun or HP hardware, and is aimed at Internet enabling organisations in the small and medium-sized business sector.
Oracle's Business Online applications hosting service will become generally available over the next couple of months, the company said.
Oracle has taken on Qwest Communications as its network infrastructure provider, and Qwest will host its applications at its US and international Cybercentres, although Oracle will still manage, support and sell its own software.
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