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Keynote - Reggie Bradford - oowBr 2016

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Modern Applications in the CloudShift Happens: The Pivot to Cloud

Copyright 2016, Oracle and/or its affiliates. All rights reserved. The worlds most successful companies are shifting to Oracle Cloud applications with transformative results. They are enjoying rapid innovation, lower costs, and increased flexibility because they have joined the software-as-a-service (SaaS) revolution. You can too. Today, Id like to outline Oracles modern cloud applications and how they help you understand the realities of shifting to SaaS. But before we get started I wanted to talk a bit about todays technology landscape (CLICK TO SLIDE 3 after noting Safe Harbor)1

Disclaimer:The following presentation is intended to outline our general product direction. It is intended for informational purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracles products remains at the sole discretion of Oracle.

Copyright 2016, Oracle and/or its affiliates. All rights reserved. Of course we must note our Disclaimer and Safe Harbor slide here 2

Copyright 2016, Oracle and/or its affiliates. All rights reserved. |

Copyright 2016, Oracle and/or its affiliates. All rights reserved. Lets take a trip back in time a bit. Remember this? Marc Andreessens statementin 2011 has certainly proven true to say the least. Every person here knows it. And every person here has software powering many parts of their personal lives that have made it immeasurably better, more personalized and efficient. Yes, software has indeed eaten the world. (CLICK)

Marcs famous saying has grown to the point that businesses aren't remotely what they used to be. And that change is a good thing. Companies of all sizes have turned to innovative technologies like Cloud to make once laborious business tasks easier, faster, better and more automated. And its happening for businesses of all sizes.

Oracle began re-writing our application software for the cloud more than a decade ago because Larry Ellison saw this trend coming. Software applications and platforms powered by Cloud have changed the game for businesses across the globe allowing us to be more agile, innovative and automated for scale. And weve only seem a glimpse of its true potential, opportunity and impact.

These technology advancements have forever altered how businesses and consumers interact shifting the power to the consumer. It is the consumer that is driving our digital economy and helping to provide the roadmap for next-generation innovation. (NEXT SLIDE)

Copyright 2016, Oracle and/or its affiliates. All rights reserved. | In todays digital landscape,the bar for success isnt setby your industrybut by the rising expectationsof technology-fueled consumers.

Copyright 2016, Oracle and/or its affiliates. All rights reserved. And because of that fact -- this is every businesses new reality. Your business was once judged against your competition that was your bar for success -- your competition today is what the consumer expects. And todays consumer has ever-rising expectations powered by technology.

(Give a couple personal real-world examples.) (NEXT SLIDE)

Copyright 2016, Oracle and/or its affiliates. All rights reserved. |

Copyright 2016, Oracle and/or its affiliates. All rights reserved. And because of these empowered consumers, armed with ever-evolving mobile and digital technologies -- our world has forever changed. Im certain youve heard this quote before but its so spot-on that is warrants stating again. This tells the story of our digital and mobile world today. Consumers now expect these frictionless, mobile, personalized, easy and efficient engagements. And they arent going back. Every single business has to take notice and rethink their user experience and engagements through the eyes of todays digital-mobile-social consumer. (CLICK TO NEXT SLIDE)

Copyright 2016, Oracle and/or its affiliates. All rights reserved. |

Copyright 2016, Oracle and/or its affiliates. All rights reserved. Creative destruction is on display every single day, across the globe. Its a term coinedin the 1940s to denote a "process of industrial mutation that incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new one.

This is what is happening in technology. Approximately every decade or so we see a major Paradigm Shift the Web in the 90s; Apps in the 2000s; Pivot to Cloud; and our Future with AI-powered platforms and experiences. Its a constant evolution and revolution creative destruction technology always marches forward.

And speaking of technology marching forward, I want to walk thru 5 key technology trends I see as hyper-relevant in todays digital economy (NEXT SLIDE)

Copyright 2016, Oracle and/or its affiliates. All rights reserved. | 5 Megatrends Impacting Business TodayAI & Machine LearningData Visualization & LiquidityInternet of ThingsPivot to CloudGlobalization

Copyright 2016, Oracle and/or its affiliates. All rights reserved. Globalization: The World is flat. Technologies have broken down geographic and cultural barriers. We see this on display everyday. Technology is connecting people and businesses in real-time. Social networks are mainstream now - Facebook has more than 1 billion users messaging apps have overtaken social networks with more than 4 billion users across the globe. We are truly a global society. (CLICK)

Data Visualization & Liquidity: The explosion of data and data sources and the aggregation and orchestration of that data will make data visualization and liquidity an ongoing innovation challenge But a huge advantage for those that can be successful. I would guess that everyone in this room understands the struggle with exploding data and data sources the thought of it is daunting but the upside enormous. The ability to aggregate and liquidate your data across all platforms truly let if flow across and within applications so you can better understand and act on that data will be absolutely crucial for businesses. (CLICK)

IoT: A recent IDC report puts the IoT marketplace revenue at $2.2 Trillion by 2020. According to a recent Business Insider story, by 2020, more than 34 billion internet-connected devices will be installed globally that's more than 4 devices for every human on earth. And other reports have it as high as 40B. IoT will have a tremendous impact on customer experiences whether inside the Home, via Mobile, or In-store. It will impact all industries from manufacturing to retail to automotive. The connected world is our future. (CLICK)

AI & Machine Learning This is one of the hottest and most exciting technologies around AI & Machine Learning driving innovation around intelligent automation and smart machines like robots, speech and visual recognition, messaging apps and much more. I mentioned messaging apps earlier more than 4 billion users and growing itll be AI-powered technologies that automate and scale those billions of engagementsinstantly. Although it has been the consumer companies driving the expectations, the large enterprise players like Oracle want to stay ahead of that. More than 20 private companies working to advance artificial intelligence have been acquired in the past few years by corporate giants competing in the space. Its still very early days, but innovation will move at a lightning quick pace so stayed tuned.

Last and certainly not least the Pivot to Cloud(CLICK)

Pivot to Cloud: The speed, innovation and agility around the pivot to cloud is providing tremendous new opportunities for consumers and businesses. And this is only the beginning the potential for business innovation as companies pivot to SaaS-based application technologies will provide unparalleled advantages for businesses to gain and retain customers. (CLICK TO NEXT SLIDE)

Marketing Technology Ecosystem 2011

Copyright 2016, Oracle and/or its affiliates. All rights reserved. Speaking of Pivot to Cloud, lets step back to 2011 As former Founder and CEO of Vitrue, a SaaS-based social media management platform, I was fortunate to have a front-row seat as SaaS technologies began to really grow. Many of you probably recognize this infographic. This is Scott Brinkers now famous Marketing Technology Landscape chart in 2011. In the first year of his infographic, less than 150 companies were listed (CLICK) included Vitrue right here. All these companies were being powered by SaaS accessed via the Cloud allowing CMOs and digital marketers to quickly innovate and begin embracing new technologies like social media that consumers were flocking to these marketers understood they had to go and engage the consumer where the consumer was and they needed technology to power those engagements. But in many cases traditional IT wasnt moving at the speed of digital and marketers had to take matters into their own hands hence the explosion of the marketing technology ecosystem.

Now Vitrue would later be acquired by Oracle in 2012 as Oracle was strategically acquiring emerging technologies to enhance their already developed Cloud suite of applications and as the years marched on so did innovation around SaaS applications (CLICK TO NEXT SLIDE)


Growing & Innovative Technology Ecosystem / Marketing Technology Landscape (March 2016)

Total Marketing TechLandscape Size:3,874vendors as of 2016- ChiefMarTecCopyright 2016, Oracle and/or its affiliates. All

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