Oracle Targets Rivals in Social Relationship Management
By Jennifer LeClaire / CIO Today. Updated March 11, 2013.
Oracle is getting more social in the cloud. The software giant is moving to unify its Oracle Social Relationship Management Suite and key Oracle enterprise applications.
Oracle Social Relationship Management, or SRM, is the latest evolution in Oracle's strategy of socially enabling the enterprise. Announced at the SXSW Interactive festival in Austin, Texas, Oracle describes it as an end-to-end social management solution for the enterprise.
"Social is driving significant change across enterprises, enabling businesses to rethink and restructure their traditional way of doing business," said Thomas Kurian, executive vice president of Oracle Product Development. He said Oracle Social Relationship Management brings together traditionally disparate social solutions into one enterprise platform so customers can "leverage and maximize social data, insights and interactions to improve customer interactions and business results."
Seamless Social Transitions
Oracle SRM unifies social marketing and social engagement and monitoring. The goal is to help customers create a seamless transition between listening and content creation, as well as moderation and analysis of social media efforts.
Oracle SRM fully integrates organically developed Oracle products, with Vitrue, Collective Intellect, and Involver solutions. The solution combines social marketing, engagement and monitoring into a complete platform which allows enterprises to listen, create and publish content, engage customers and analyze interactions across multiple social channels in real-time.
Oracle SRM also promises out-of-the-box integration with Oracle Applications, including: Oracle Eloqua, Oracle RightNow Cloud Service, Oracle Fusion CRM and Oracle CRM. The integration allows organizations to use social to transform their corporate business processes and systems, improve customer interactions and better measure social's contribution to business goals.
"The social landscape is extremely disjointed with hundreds of 'social' products -- resulting in incomplete insights, fragmented relationships and inefficiencies across customers, partners and employees," said Yvette Cameron, vice president and principal analyst, Constellation Research. "Oracle has created a Social Relationship Management platform that unifies that experience and will provide a complete platform for end-to-end support for any enterprise relationship."
Oracle's Software Depth
Charles King, principal analyst at Pund-IT, said this is a natural space for Oracle to play, given the breadth and depth of its software portfolio. But the competition is fierce.
"IBM was the first major vendor to get into this area about four or five years ago when they expanded their Lotus suite to incorporate what they call social collaboration, everything from seamlessly scheduling and managing calendar events to building VoIP phone telephony into the Lotus platform," King told us. "So it really became a one-stop collaboration platform."
Salesforce.com is also a dominant player in the space, delivering a wide range of collaboration and other kinds of business solutions via the cloud. But that isn't stopping Oracle from looking for its slice of the pie.
"This seems to be a burgeoning market and one with a great deal of promise and opportunity, so Oracle is good to play there," King said. "Other companies have certainly gotten there before Oracle, but you could argue over whether or not they have as wide-ranging assets to bring to bear with their solutions as Oracle does."