SOALogic Cheat Sheet

(ORACLE INTERNAL ONLY - Last Updated: 8/3/2009)

Elevator Pitch
Oracle SOA Suite lets WebLogic customers develop
strategic next generation custom and composite
applications while minimizing total cost of ownership.
With SOA Suite, customers get faster time to market
and make changes, and gain greater visibility into
composite applications and business processes.

Key Business Requirements

Respond to change rapidly: The business needs
to be able to quickly make changes to its business
processes in order to meet marketplace or
regulatory demands.
Improve productivity: The business needs to drive
down operating costs of IT by reducing the amount
of time it takes to develop custom applications and
integrate custom apps with the rest of the
organizations application and technology assets.
Develop on a strategic platform: IT wants to
stop developing on non-strategic integration
platforms (e.g.WebLogic Integration) that don't have
a strong feature roadmap.
Manage and Govern IT practices: When IT has
governance over all IT artifacts, companies can
make sure that developers build the right
components, maximizing reuse, and monitor
solutions at runtime to quickly find exceptions.
Reduce Cost: Companies are facing increasing
pressure to do more with less. Having a fully
governed and monitored SOA infrastructure can
significantly help reduce costs, when compared to
the high price of custom java development and
integration. Total cost of ownership is also a
concern. Companies have difficulty deploying new
apps and finding problems in production, and
challenges dealing with exceptions. These
challenges contribute to high costs along with the
cost of writing custom code.

Target Account Profile

Enterprises that:
Develop custom JAVA applications on WL Server
Who Cares: CIO
Is your company able to quickly respond to
changing market conditions? Does your company
have ready access to real time business process
performance data? Do you hear complaints that
IT cant overcome application integration
challenges or has to reinvent the wheel each time
integration is required?
Who cares: LOB
Do the programs you use for business do what you
need them to? Does it take IT a long time to
improve those applications and develop new
ones? Can information in one system be used in
another system? How easy is it for you to see
business process data in real time in order to
make immediate business decisions?
Who cares: IT Managers
How do you integrate data and business processes
across your applications in your composite
applications? How do you handle exceptions when
errors occur? How long does it take for you to
make changes? Do you have problems finding the
root cause of problems when they occur?
Enterprises that:
Seek a strategic platform on which to develop
their next generation of service-oriented
business applications (e.g. using architecture
similar to Fusion Apps).
Who Cares: CIO
Are you thinking about consolidating the
platforms that you use to build and integrate
your COTS and custom applications? Do you
have skill challenges in supporting the full
lifecycle of your service oriented
applications? Are you having problems
justifying your development strategies and
costs to the LOB? Would increased visibility
for the LOB into business process data help
to align your strategies?

Target Account Profile Continued

Who Cares: IT Managers
Will Oracle Applications play a significant role in
the business processes in which your custom
applications participate? If so, would you be
interested in learning about the architecture that
Oracle is using to build its next generation of
applications?
Enterprises that:
Leverage WL Integration for custom
application integration
Who Cares: CIO
What are your plans for WLI? Are you thinking of
migrating or evolving over time to a different
integration platform? Would you be interested in
hearing how Oracle can help you migrate your
licenses and integrations?
Who Cares: IT Manager
How expensive is it to change your WLI
security and exception management policies?
Are the WLI human interaction capabilities a
challenge for you when developing your
business processes? Are you LOB people
asking for better visibility into your business
processes that are built on WLI? How do you
manage changes to complex business rules
that are embedded in your WLI processes?

SOALogic Cheat Sheet

(ORACLE INTERNAL ONLY - Last Updated: 8/3/2009)

Target Account Profile Continued

Enterprises that:
Have challenges around governing application life cycle
management and monitoring.
Who Cares: CIO
Does the IT department know what integrations
have already been done, and can it leverage that
work instead of reinventing the wheel each time?
Is there a single system in place to keep track of
who is developing what, and whether different
groups are working together on projects when
possible to lower costs?
Who Cares: IT Managers
Who makes sure that new development projects
use previous interfaces and other work? Do you
have a system to manage updating the different
versions of custom applications, and retiring
applications once they have been replaced? What
system do you use to ensure that you are aware
of what other groups are working on or have in
their development roadmaps?

Competition
IBM
IBMs SOA platform is a bundle of products that are not
integrated. IBM relies heavily on Global Services to
deliver the solution. The solution is WebSphere only,
relies on using Tivoli security only, and does not have
central error handling. Oracle SOA Suite is hot
pluggable, optimized for WLS and is well-integrated.
TIBCO
Business Works and Active Matrix can be used to do
technical integrations, but their tools are not well
suited to address business problems. Their solution
excludes governance, monitoring and security.
Open Source
Appears to be less expensive without license/support
fees. But you get what you pay for. The TCO of open
source is realized when your company relies on these
technologies and needs new features and bug fixes.
SOA Governance - HP, AmberPoint, Software
AG, SOA Software
These companies write governance software, but they
dont own SOA frameworks. Oracle governance tools
are tightly integrated with SOA Suite and also work
with a variety of other technologies.

Management Packs - CA Wily, HP and Quest

Unlike Oracle, these vendors use byte code
instrumentation which requires risky changes to
application code, require restarts of the production
server, and have high overhead solutions unsuitable for
always on production monitoring

Objection Handling
Objection: Our company has already invested too much
application development time and money in WebLogic
Integration to rip and replace it with other tools.
Response: We understand that a rip and replace
strategy doesn't make sense for you. Oracle suggests
that you have WLI co-exist with SOA Suite and migrate
your WLI integrations over to SOA suite following the
natural lifecycle of the applications that you've integrated
with WLI.
Objection: Wont it cost a lot of money to use SOA
Suite as my strategic development platform?
Response: Yes, initially costs may be higher for your
first projects, as you ramp up your skills and acquire the
technology. Over time, SOA Suite will reduce your total
cost of ownership: development, test, deployment,
and operations. In addition, instead of developing
applications from scratch each time, youll be able
to reuse services to speed development cycles and
decrease duplicate effort.
SOA Suite also uses standards-based declarative tools to
greatly reduce coding time. Of course, SOA Suite is
flexible enough to allow you to add custom Java code if
needed. This means that there is less custom
development and integration coding work for your
projects. The SOA Suite tools can be used by
developers with broad backgrounds, and they are easy
to learn. Developing solutions without much
programming increases your companys agility to make
changes based on business requirements.
Objection: I heard that SOA is dead.
Response: Yes, some analysts are saying that, and its
very catchy. However, if you read the articles, you
discover that theyre not actually saying SOA is dead.
Rather, empty enterprise strategic sales of SOA are
dead. All the analysts still agree that using SOA

technologies to build custom apps and integrations is the

best practice. They dont recommend that you rip and
replace everything with SOA, though, and Oracle doesnt
either. SOA Suite lets you access legacy systems build
agile integrations and composite applications, the cost of
which is completely justifiable.

Targeting Best Practices

1.Show technical architecture and demos that highlight the
superior application development / integration
experience using the SOA Suite and WL Suite.
2.Show the value of applications lifecycle management with
Governance and Management packs: built in
exception handling, end to end monitoring for
simplified troubleshooting
3.Find customers who have legacy systems that require
expensive custom integration, and discuss how using
declarative tools with SOA Suite lets them accomplish
reusable, services-based integration for greater agility,
as opposed to point integration solutions that become
legacy.
4.For apps customers discuss AIA and the
architecture vision for of Fusion Apps, which are
built on FMW.

Solution Components
WebLogic Server
SOA Suite
Management Pack Plus for SOA, Management Pack for
WebLogic, and Oracle Enterprise Manager
Oracle Enterprise Repository and Service Registry

Contacts
Specialists:
NATO: Jeff Lube
PS: Rachael Wang
Product Manager:
Dave Shaffer
ESG SOA Team:
Michael Cincinatus
NATO BD Team:
Eric Wessbecker