Oracle is introducing a global logo programme, entitled ?On Oracle?, to increase brand awareness of its product line in preparation for the launch of Oracle 8, which is due to take place on 24 June.
The database supplier is also concerned that its branding will be diluted if the industry moves to network computers because the database is a hidden from users? view behind server-based applications and thin client devices.
As Ray Lane, Oracle?s president and chief operating officer, explained: ?The economic model needs to be reinvented (as a result of the Internet). Brand recognition, mindshare and the ability to generate cash will be the most important things and market share will be more important than asset. We need to focus on brand awareness.?
As a result, the company is implementing a product logo programme that it compares to Intel?s ?Intel Inside? scheme. From the start of may, it will send out a starter kit to its ISVs and partners, which includes a fax-back licence agreement and logo kit with a CD-ROM, sample Java code, bitmaps, and guidelines on how to use the logo.
All application and ?cartridge? or class library vendors will be invited to join, but in return, Oracle expects them to display the logo on flash screens in the application itself, on the packaging, marketing collateral, direct mailings, documentation and on their web sites, which will need to have active links to Oracle?s web site.
Gail Ennis, Oracle?s senior director of worldwide alliances marketing said: ?This is tied to the Oracle8 launch and we?re trying to get it as close as possible to announcing the new products. It?s also right for the paradigm shift that?s going on because the complexity will be in the back-end server, it?s even more important. We?re driving mindshare with ubiquity because a lot of users don?t realise that the Oracle database is hidden behind their applications, but we?ll brand it so users look for the logo like Intel inside, which is a mark of quality.?
Oracle also intends to introduce a raft of other channel initiatives form the summer. it will implement a Network Computer (NC) Professional scheme followed by an NC Master initiative, comparable to Microsoft?s Certified |Professional programme. this will be a training and certification scheme for individuals with oracle skills that they wish to sell into the marketplace.
The company will also introduce the Oracle Alliance Partner initiative for organisations, wanting to be certified as Oracle shops, with an Authorised Reseller programme following as a subset of this.
Cotton seedling freezes to death as Chang'e-4 shuts down for the Moon's 14-day lunar night
Fortnite easily out-earns PUBG, Assassin's Creed Odyssey and Red Dead Redemption 2 in 2018
Meteor showers as a service will be visible for about 100 kilometres in all directions
Saturn's rings only formed in the past 100 million years, suggests analysis of Cassini space probe data
New findings contradict conventional belief that Saturn's rings were formed along with the planet about 4.5 billion years ago