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Oracle: Clinging to the Past?

Posted by: Steve Hamm on April 29

The more I’ve thought about Oracle’s $7.4 billion deal to buy Sun Microsystems the more obvious to me that Oracle CEO Larry Ellison is doubling down on the legacy of corporate computing, rather than breaking new ground. Sure, the Sun deal puts him in possession of the Java programming language and some technology that will put Oracle in a better spot vis a vis cloud computing. But a sizable element of the value in the deal is being able to sell Oracle hardware more easily into Sun’s large installed base of servers and software in corporations and government. Also, like Apple CEO Steve Jobs, Ellison has embraced the idea of having a vertically integrated technology company. Originally, computer companies did everything from designing and manufacturing the electronic guts of their machines to writing all the software and taking the products to market. Later, in many cases, ecosystems formed where different companies focused on different parts of the stack of technologies and services—some designing, some manufacturing, some making software, and some distributing. With the Sun acquisition, Ellison controls the entire package, from microprocessor, to computer system technology, to all the software, to storage.

Is this a good idea? It has certainly worked for Apple and IBM. But I'm not sure it's going to be so great for Oracle. Apple and IBM were vertically integrated and stayed that way. Oracle is venturing into foreign territory. I've noticed that businesses that are very successful for a very long time by doing one thing very well have a harder time changing than companies that haven't been so successful. Oracle is certainly in that camp.

I'm also uneasy about the idea of going backwards in time to adopt a business model that seems out of date. Leo Apotheker, the soon-to-be sole CEO at German software giant SAP, brought some clarity to my thinking when I spoke to him on the phone this morning. I had asked him for his reaction to the Oracle/Sun news. "It's an audacious move that could easily backfire," he told me. "At the end of the day this is about the difference between the 20th Century and the 21st Century. He's trying to go back to the industrial age, when you built a vertically integrated company. But the 21st Century is the age of business networks. You must be able to assemble and disassemble a solution quickly, and having a network is the best way to do that. It's more efficient."

Of course, Oracle has a business network, too--in fact, a few of them. There are the independent software vendors who build products on top of Oracle's technologies, the developers who use Java as their technology foundation, and the systems integrators who install Oracle products. So it's not exactly going it alone.

Still, there's power in Apotheker's thinking. There are reasons that vertical integration largely went the way of the dodo bird. Oracle may be about to rediscover them.

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Reader Comments

subbaraman iyer

April 30, 2009 02:07 AM

I think it is natural for Leo to be critical of Oracle's acquisition. You don't expect him to praise or compliment Oracle. Larry may just sell the hardware division of Sun.

I blogged about how this may pan out here at:
http://subbaiyer.wordpress.com/2009/04/20/oracle-acquires-sun-unexpected-and-interesting/

Icarus

April 30, 2009 06:33 AM

Along with Sun, Oracle also gets to acquire a lot of technology relating to the cloud computing space. Sun had its own strategy planned out for Cloud Computing.

mjw149

April 30, 2009 07:48 AM

I can't agree. Cloud computing is just complete vertical integration. And really, acquiring Sun give Oracle a path to that market.

dentaldoc

April 30, 2009 09:58 AM

Expanding your line of thinking, that too much vertical integration can be a disadvantage and even dangerous to a company, what do you think of Apple's recent program to assemble world class custom chip hardware design capabilities, with its acquisition of PA Semi last year, and its subsequent hiring of three hardware stars from IBM, AMD, Qualcomm?

While the reasoning of Apple's move seems smart, could they end up painting themselves into a corner. Here's why: While in the short term they may be able to develop some innovative hardware solutions to solve short-term needs, as well as protect themselves from their unwanted "sharing" of their ideas, given the explosive pace and worldwide scope of hardware R&D, they might loose the flexibility to quickly adapt some revolutionary innovation because they are so heavily invested and beholden to their in-house efforts.

3J

April 30, 2009 12:01 PM

I keep waiting for somebody to say it, and nobody has, so here goes: Oracle is the next CA, and will eventually follow them into irrelevance.

Zeev Gur

April 30, 2009 12:03 PM

Oracle's strategy, buying companies and growing the portfolio, has been executed well. The financial returns are the final scoreboard, and so far they are indicating that Larry's strategy is correct.

SAP has chosen the organic route - business objects was a bit of a detour. So far Oracle is crushing SAP, no wonder Leo is critical of Larry's strategy.

Ultimately, the market and customers will decide where the value resides.

KK

April 30, 2009 01:29 PM

The Sun adquisition is a purely defensive move, to protect the investments made in Oracle's Middleware software and Oracle E-Business Suite. They got scared when they saw IBM, the only real Middleware competitor, where about to take over Sun and the development efforts of Java, and therefore they made their move to buy Sun. Don't read more into it than that.

Anders Tjernlund

April 30, 2009 06:07 PM

I agree with you that it is not a good idea for Oracle to pursue an Apple-like strategy to become a vertically integrated company. Oracle is smarter than that. The real rationale for the deal IMO is for Oracle to get their hands on Sun's software assets, like Java and MySql, which Oracle may get for free if they sell off Sun's under- performing hardware businesses. Larry Augustin has a good blog post on it here:

http://lmaugustin.typepad.com/lma/2009/04/oracle-buys-java-and-mysql-for-free.html

Vijay Lal

May 1, 2009 03:08 AM

The lap of Oracle is the best for sun's and its tech like Java, Solaris and other to grow. Oracle's support for java and other open system like linux is well known to the world and I think java/Solaris will surely grow under the umbrella of Oracle.

Greg

May 1, 2009 10:47 AM

Sometimes, when you have cash and prices go down this low, you buy things.

myinnervoice

May 1, 2009 02:28 PM

SAP had 16% decline in profits and will continue to slide. The author prides himself that he had a telephone conversation with "Leo Apotheker, the soon-to-be sole CEO at German software giant SAP." I think a call to Larry Ellison, CEO of Oracle. will balance the opinion. Larry is not "a-soon-to-be". Larry is and will be, with a phenomenal track record

SAPPro

May 13, 2009 08:38 AM

This is just a war . Who will win .. no one can judge at the moment. Winners will write the history. To count SAP out is mistake only a fool can make.

SAP has a phenomenal track record and planned strategy for future. And we know they defeated almost everyone including long dead JD Edwards, Peoplesoft , Siebel in there territory of business applications. Internally, SAP is glad that Oracle picked up the war, whom they used to promote earlier to there customers for underlying database. One of the biggest reason for Oracle Database to become popular is that SAP Promoted it for its applications.

Now a friend, turned foe by collecting few lost warriors to defeat the Champion of Business Applications. But one must remember that by doing so they have annoyed lot many others read IBM , HP , Dell, Cisco and Microsoft. So battle lines are being drawn and Oracle is picking up lot of wars, too soon. SAP Still has all big players on its side even though they are competitors but they are partners at the same time.

Hope to see interesting war in the battle ground. I am supporting the king, whom are you helping ?

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