Oracle opts for specialist approach

Specialisation will be the name of the game for Oracle and its partners in 2010.

Speaking to CRN, Stein Surlien, senior vice president, alliances and channels at Oracle EMEA, said the vendor’s indirect business was a very strong part of its go-
to-market strategy, but admitted it had been too complicated in the past.

“Oracle Partner Network (OPN) was established in 1999 and we have evolved the programme significantly,” he said. “The fundamental force is specialisation. With more than 3,000 Oracle products available, our partners need to be unique in what they want to execute in. After a lot of consultation with our partners, the underlying theme was they have to get specialised.”

Surlien said Oracle was also moving away from its Certified and Certified Advantage categories, and instead choosing a four-pronged channel strategy.

The first level, Remarketer, allows resellers to sell Oracle products without a contract or fees. Silver level will see online access with high-touch engagement and
some discount on training. Gold level is the start of the specialised specific value, giving partners access to the whole technology stack and looking at unique specialisations.

Finally, Platinum level is the highest-touch level for partners that intend to invest in Oracle. The minimum requirement for Platinum level is five specialisations on Oracle products.

“We have about 35 specialisation areas defined now,” said Surlien. “And we are transferring partners to the new programme now. Many are raising their hands and saying they want to be Gold or Platinum.”

Mickey Bharat, EMEA director of software at distributor Avnet, welcomed Oracle’s new approach. “Part of our remit was to help reform the channel perception of Oracle ­ particularly as it was seen to be ‘channel unfriendly’. However, with the amount of investment made, this has turned around and changed dramatically over the past couple of years,” he said.

“The specialisations are going to help resellers stand out, and the metallic tiering structure will also encourage partnering with other Oracle partners.

“Oracle is always going to be on the acquisition trail,” Barat added, “and this new structure will allow for greater integration of new partner communities as well ­ protecting existing partners and also encouraging others to get new specialisations. I think this is a great move by Oracle.”