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  • September 26, 2013

Recap of Yesterday’s General Session: Transform the Enterprise - Optimize Application Investment with Fusion Middleware

Congratulations to Oracle Team USA!
An unforgettable comeback and victory!

Amit Zavery, Group Vice President of
Oracle Fusion Middleware, took the stage at
in San Francisco yesterday. Amit’s general
session focused on the many benefits Oracle Applications customers can achieve with

Amit introduced a layered approach
to developing an IT strategy. This begins with standardizing and consolidating
core enterprise applications, followed by extending and enhancing business
value across three layers:

1. Simplify IT - Minimize complexity, Improve
performance and lower cost with secure and reliable systems across the entire enterprise.

2. Differentiate - Create greater business agility with
process extensions, cross- application process orchestration and seamless

3. Innovate - Drive business innovation by
connecting people, information, and applications anywhere, anytime.

The session was co-presented with
four customers: Pella Corporation, McAfee, World Fuel Services and University
of Melbourne. Each customer shared their success leveraging Fusion Middleware
to maximize their investment in Oracle Applications. Here is a review of each
customer’s presentation:

Online Engagement

Rick Hassman, Director of Corporate
Applications with Pella Corporation, spoke about the customer insight and
alignment between business and IT and the competitive advantage this has
created for Pella. As Pella moved along their applications journey, they
realized the need to expose their applications to customers and internal team
members. By leveraging SOA, ADF, BI, WebCenter, CRM On Demand, E-Business
Suite, and PeopleSoft, Pella powered their new, online real-time appointment
scheduling application. They also leverage Fusion Middleware for their 360 view
of the customer which is used by sales and customer service. By pulling all customer
interactions together, combined with external information, team members are well
informed prior to each customer interaction. As result, Pella’s customer
satisfaction ratings have risen.

Business Process Agility

McAfee’s VP IT Service Delivery, Ron
McCutchen, told the audience about the realization that its order management
system, based on three separate legacy systems, was unable to keep pace with
growing order volumes. This prompted a significant project to create a new global
order processing platform. Today, McAfee’s highly available 24/7 order
processing platform is integrated with Siebel, and was built in BPM Suite with
ADF front end and WLS clustered infrastructure. The order management solution
integrates the quoting system and SAP ERP, Siebel CRM and other applications. What
is most striking about this solution are the business benefits: 20% reduction
in TCO through technology simplification and consolidation; 15% increase in
productivity; and 98% cycle time improvement for small orders.

Enterprise Mobility

Massoud Sedigh, CIO with World Fuel
Services impressed attendees with his company’s plans to adopt Oracle ADF
Mobile to provide a Fuel Finder application accessible to aviators anywhere,
anytime and on any device. Integrated with E Business Suite 11i and Oracle
Database 11g, the Fuel Finder mobile app will become a one stop solution for
locating pricing information, and order placement and fulfillment -- all from
one iPad application. The benefits expected include better customer retention
by bringing the convenience of the mobile app right into the cockpit. World
Fuel Services also anticipates an increase in fuel sales because of the higher
visibility of fuel offerings.

Business Transformation

Last, but not least, CIO from
University of Melbourne, Sendur Kathir, discussed how Fusion Middleware serves
as the platform for his organization’s business transformation. With a broad
Oracle stack including Oracle Applications (E-Business Suite), Oracle
Engineered Systems (Exalogic, Exadata), and Fusion Middleware (WebCenter, IDM,
SOA, BPM, BI) University of Melbourne has delivered a comprehensive platform
for a new generation

of students and researchers.

Further underscoring the value of
combining Oracle Applications with Fusion Middleware, three demonstrations were

1. The first demo showed how to extend
Oracle E-Business Suite to a mobile device. Using ADF Mobile, an order
management application, running from an iPad, integrated with Oracle E-Business
Suite and also leveraging BPM, WebCenter and Identity Management provides enterprise

2. In the second demo, Fusion
Middleware drove on premise and cloud integration. Simulating a customer
service call to a cable provider, Oracle SOA and BPM enable Oracle Applications
integration to a single platform spanning cloud, mobile, and on-premise.

3. The third demo showed the quote to fulfillment
business process, with a focus on Fusion Middleware powering self service
engagement and the next-generation user experience.

Amit also highlighted Exalogic OVM
templates and the latest benchmarks for Oracle Applications on Oracle Exalogic,
and performance optimizations Oracle In-Memory Applications.

As you
may have guessed, a lot of content was covered in 60 minutes. The key takeaways
from yesterday’s sessions:

-- Strategies to help transform
your enterprise focus on three themes: Simplify, Differentiate, and Innovate.

-- Customers choose Oracle Fusion
Middleware to gain incremental value from their investment in Oracle

-- Exalogic is an optimum
platform to consolidate applications deployments and enhance performance.

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