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Oracle revamps marketing strategy

EYEING the mid-sized organisations, Oracle is revamping its marketing strategy for India. While the software major is now relying heavily on Web-based marketing initiative — Oracle Direct, it has dropped prices too, specially at the entry level.
Its new pricing policy pegs entry level price of its database (Oracle's flagship software) at Rs 6,810 per user from Rs 8,910 per user and Rs 2.28 lakh per processor from Rs 2.74 lakh per processor.
Oracle expects India to catch up with Australia and become its fourth largest market in the Asia Pacific. "India and China are the main growth areas. We expect India to be our fourth largest market, thus marching ahead of Australia. Today, India is Oracle's fifth-largest market in Asia in terms of revenue, up from tenth two years ago,'' confirms Derek Williams, executive vice-president for Oracle Corporation Asia Pacific. Interestingly, Asia Pacific has recently been selected by its global executives as the region offering their businesses the greatest growth opportunities over the next three years.
"Mid-market holds a lot of promise accounting for about 40% of our business in India. Most of our marketing and go-to-market strategy for them revolves around Oracle Direct, e-marketing initiatives through phone and Internet. This direct sales organisation uses web-based communication, applications and services to convince customers how Oracle can increase the integration, reliability, security and cost-effectiveness of their IT. Not only do we broadcast sessions but also handle individual queries through Oracle Direct before passing on the leads to our partners,'' says Shekhar Dassgupta, managing director, Oracle India.
Besides the newly launched Oracle 10g, the company has launched a special edition of E-business suite for companies with turnover between Rs 25 crore and Rs 400 crore. Obviously, the company is eyeing the 2.3 million Asian companies in the mid-market. India alone has about 3000 addressable companies in this space, according to the company.
Having seen four quarters of continuos growth compared to corresponding period the previous year, Oracle is now banking on grid technology, Linux and mid-market to drive growth in the region. The company has seen major success in government, financial services, telecommunications and manufacturing.

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