Oracle is looking to sell enterprises on the cost and performance benefits of its combined hardware and software datacentre platforms.
The company said at an event in San Francisco that it wants to transition customers from running its platforms on third-party hardware to systems which bundle Oracle's middleware and software with its Sun server hardware.
David Simmons, director of Oracle's Sun Sparc enterprise server business, said that customers opting for the combined offerings will see better performance, and benefit from a single contact for issues such as security and support.
"Oracle is truly in a position to offer products for the entire stack," he said. "We know that customers need choices, so we provide a portfolio of traditional best of breed, but we really do have a vision of getting to engineered systems."
The company claimed that, in areas such as private cloud systems, customers can combine Oracle's Exadata server hardware with the Private Database Cloud and develop shared database systems which can be deployed in a few days.
However, the prospect of locking in with a single vendor for the entire datacentre stack could prove a very hard sell for many enterprises.
Charles King, principal analyst at Pund-IT, told V3 that Oracle's campaign closely resembles IBM's pre-anti-trust approach in the 1960s.
"I don't see a lot of enterprise customers saying they wish there was one vendor they can get everything from. They don't like to be told who they can and can't do business with. In the datacentre, it seems variety is the spice of life," he said.
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