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Information management is important to every line of business that seeks to improve its business processes and decision-making. In response to pressure from those departments, CIOs and IT organizations must examine whether they have focused enough on the I for information and not just the T for technology, and if they have not, VR_leadershipwinnercommit to taking this responsibility more seriously than in the past. Informatica is one vendor that realizes the potential of its information beyond just data integration, and this is reflected in its expanded product portfolio and position in the market over the last several years. Our firm has taken note of companies gaining value from using Informatica; we awarded our 2013 CIO Leadership Award to George Brenckle of UMass Memorial Health Care for his work to maximize the value of information assets through managing data innovatively. Informatica itself has enhanced its position by introducing its new brand and a new CMO and demonstrating commitment to change from its executive leadership team at the company’s recent 2013 user conference. The focus of the brand now is on helping business and IT find the full value of their information.

The Informatica name is well-known in the corridors of IT, associated with addressing the need to make data accessible and integrated anywhere. The vendor has been advancing steadily for some time. We rated it Hot in our 2012 Value Index for Data Integration, and I recently assessed its efforts at our 2013 analyst summit. Established in data integration, Informatica is now focusing on the efficient management of information assets. This is not easy for most organizations, which have data spread across applications and systems; for two-thirds of organizations, according to our research as shown in the chart, this is a barrier to managing information.

vr_infomgt_barriers_to_information_managementThe first step for the newly positioned company was to incorporate its technology into a virtual data machine (VDM) called Vibe that will make it easier to operate on any platform at any time. This approach unifies Informatica’s transformation library, optimizer, executor and connectors, which will help Informatica deploy any type of data and integration techniques on just about any platform a customer uses. Virtualizing the operations of its technology to isolate them from the platform on which it runs is a design Informatica has used before, but now the techniques and the execution of virtualization are fully realized. Opting to build integrations and deploy to any platform without the need to know the particulars of a system or technology is a wise decision for Informatica. When using Vibe it becomes simpler for organizations to run Informatica’s tools on-premises or in the cloud as they have to change nothing to run in either environment.

In addition the company has introduced a slimmer version of PowerCenter called PowerCenter Express, an entry-level product targeted for customers with smaller projects and providing a path to manage more sophisticated ones with the enterprise version. The PowerCenter Express Personal and Professional versions are available today for individual or departmental use, respectively. The Personal edition limits the number of rows used per day, which will prevent it from serious individual use in midsize and larger organizations, but it could be useful in small or lower-end midsize businesses. Informatica will need to invest to make sure prospects know it can help with smaller projects or companies with limited resources; the company is generally perceived as selling enterprise-class technology, and has limited its selection for data integration projects below the enterprise level. PowerCenter Express can support more than SQL-based sources and integrate with social media and other data integration technologies like those from Kapow Software that I have separately assessed. The Express edition will be available in July; Informatica has stated they are offering the single-user Personal Edition free of charge, and the Professional Edition for five users will be priced at $8,000 per user per year.

Informatica also announced availability of its Data Integration Hub, which I think can be as important as virtualization of the technology for many enterprises. Many want to centralize integration tasks to and from applications in a publish and subscribe method; that may be easier for managing the current and changing needs of applications and projects for some that see a centralized point-to-point movement as cumbersome. This approach, once referred to as enterprise application integration (EAI), was validated a decade ago and can remove latency in not just data transfer but in IT’s processes to get access to what is needed. Since its beginning Informatica and its products have been involved in an industry debate on the best way to pipe data across the enterprise and the company had been a staunch supporter of its approach over the hub-based approach. Now Informatica gives the customer the choice instead of championing one architectural approach over another. This is a step toward maturity in realizing that it has to adapt further to be a leader of information technology for CIOs moving forward. Data Integration Hub has been in early release and is expected to be generally available in the third quarter of 2013.

In the realm of master data management for IT organizations, Informaticavr_datacloud_data_in_the_cloud_concerns has released MDM 9.6 to help organizations that want to use this critical mastering technique in both on-premises and on-demand cloud environments and where it must be accessed within applications. The new release has advanced data masking to support more sophisticated security and compliance, easier administration and a simpler application interface for business users and analysts. The focus on data security is significant, especially in cloud computing: In our research 63 percent of organizations said that is their largest concern about moving to the cloud, as the chart shows, and in our governance, risk and compliance research 38 percent of organizations said cloud computing is risky enough that they do not use it or limit it significantly. Informatica thus has an opportunity to help them with managing and securing data assets. Coupled with connectivity to the new Informatica Data Integration Hub, master data can be deployed more simply and consistently and operated across cloud computing environments where the interchange of data across many applications is not as easy as it may sound. In a related area Informatica enhances data governance with its MDM Data Director, which monitors the stewardship of data and facilitates action upon it; as well the company made it accessible from Apple smartphones and tablet interfaces earlier this year.

Continuing a longstanding effort, Informatica has assembled industry-specific solutions such as for healthcare and insurance. Advances in the Cloud MDM release help consolidate multiple instances of into one in which management of accounts is simpler; this should appeal to organizations looking to enforce consistency of data across marketing, sales and customer service. For those looking to enrich their information with external data, Informatica helps bring the data types together in a common account and customer record. A realistic approach to MDM that interoperates in both the cloud and on-premises is essential for organizations as the technology architectures of information and applications diversify and are not always confined to the data center of IT.

Informatica also pays attention to the importance of business-centric product information management through its nearly completed acquisition of Heiler Software, which I assessed when it was announced. After satisfying the legal requirements of acquiring a German software company, Informatica has accelerated its efforts to use the recent Heiler Enterprise PIM 7 release across the enterprise and to suppliers. This release improves data integration for self-service access to product information and methods to apply data quality and mapping to data across the enterprise. It also helps provides better data mastering from searches and classifications and improves how it manages digital assets related to the product information. It is critical for product information management to support multiple channels, from print and commerce to procurement and data exchange. Integrated with Informatica Data Quality, PIM 7 can provide efficient processing and support of natural-language processing, which can help organizations improve data quality; 45 percent of vr_productinfomanagement_factors_changing_product_informationorganizations said that is a reason for changing PIM, according to our research. Heiler has had global success with its products, and we recently awarded the 2013 Ventana Research Leadership Award in Information Management to Sportscheck, which uses Heiler for PIM across its retail channels. We also rated Heiler a Hot vendor in the 2012 Ventana Research Product Information Management Value Index. The battle for gaining value through PIM is something I pontificated about: Some observers see this as an MDM and IT agenda, but it is not. Informatica is gaining important capabilities through its acquisition of Heiler Software.

Informatica has been slower to improve its support for big data technologies. It has been advancing in integration of Hadoop, but in other systems including appliances and in-memory computing Informatica will need to step up its efforts to be a market leader. At the Informatica World conference the company demonstrated simple methods for integration and profiling and reintegration of data across Hadoop clusters, which is part of the larger big data integration vr_infomgt_obstacles_to_information_managementchallenges that I have written about. At the conference it also announced expansion of support for MongoDB through 10gen; that will help in integration of NoSQL databases to support documents and other information that is typically not placed into rows and columns. This partnership is important for Informatica’s efforts to be an information platform provider that brings together all types of content to support business. Also in the big data realm, Informatica has worked to apply its data matching technology to support the variety and volume of data, including international data sets like those from India and China. It has done a nice job to abstract the complexities of the underlying big data technology through its common user interface, which will help organizations streamline their data needs without requiring more staffing; our research found insufficient staffing to be an obstacle to effective information management for two-thirds of organizations, as the chart illustrates.

As Informatica turns the corner from some marketing and sales challenges in 2012, it has come into 2013 with a strong focus on new products to address gaps in its product portfolio, namely virtualization, a data hub, the cloud, big data and efficiency of product information management. Each of these is a substantial achievement, but pushing all of this news to the public at once can impede getting recognition for them individually. It is a marketing challenge to pace and streamline the release of technology announcements in order to maximize credit for its contributions to helping business and IT. Informatica is not the first to virtualize its technology or to support information management in the cloud or to integrate with product information management, but it is a sizable technology company and has to understand timing and readiness of the market, and when customers are ready to make investments.

We describe Informatica’s approach as information optimization, which goes beyond just the management of information to extract full value from these investments. I articulated an example of this with big data, and information optimization is a formal research priority in our agenda for 2013. We see a new generation of information applications for businesses and then consumers and suppliers that will be realized over the coming years and can be facilitated with Information. They have made a strong move to reposition itself as capable of unleashing the information potential of organizations. Now it must demonstrate its ability to accelerate growth and become a top software provider for technology that maximizes the value of information assets.


Mark Smith

CEO & Chief Research Officer

I was recently at Oracle Analyst World which is the vendor’s annual gathering of technology industry analysts. Its executives and others in the products organization deliver the latest news on where the titan is focusing efforts to expand its technology and markets. This year, against the background of the consumer and business markets embracing mobile and cloud computing, Oracle is working to sound like a more friendly supplier that can help remove legacy issues and inefficiencies that plague CIOs and data centers. Oracle also used this forum to attract IT departments to the technology advances it has made across its deep and broad portfolio of products. Oracle has more than 3,900 software products and more than 3,000 software patents that indicate its significant investment in R&D. Now the company is beginning to release improved products more frequently, which most customers now expect from technology vendors.

To analysts Oracle emphasized four enterprise imperatives: big data, cloud computing, mobility and social media. These are among the six technology innovations our firm tracks – Oracle does not prioritize advancements in the other two at the top level, business and social collaboration and business analytics, although it offers products for them and are part of its significantly large product portfolio. There was significant time spent discussing their engineered systems of server, software and storage technology, which are targeted to transform data centers. This is a big-money center of opportunity for Oracle as IT organizations strive to streamline data processing and be more cost-effective in operations. Oracle also is furthering vertical integration of its technologies. Speakers invoked analogies to Steve Jobs and the innovative efforts of Apple, but that is really not a relevant comparison, as the dynamics of consumer markets do not translate to the business aspect of technology, whether it is rented by business units or purchased and installed by IT and are not as easily convinced about vertically integrated technology for business. The two constituents of business and IT and their approach to software continues to evolving differently, as I recently assessed. But even so my analysis of Oracle’s imperatives comes in the context of simplifying IT while pushing innovation.

Let’s look first at big data, a market that continues to grow across the spectrum of technology used to capture, store and access business information. Our benchmark research on the topic finds that the RDBMS has reached a saturation point, being used in 80 percent of organizations, while other technologies have smaller penetration but will grow significantly until the end of 2015: in-memory databases (22%), Hadoop (20%) and data warehouse appliances (19%) all will be deployed in that time. Our research shows that the expanding volume, velocity and variety of data are important across types of big data technology, and Oracle is investing to ensure that IT organizations see it as a viable option for all of them. Oracle is embracing Hadoop broadly, from loading to data services, to ensure it can utilize the HCatalog metadata and Hive-based methods in its business intelligence efforts. The latest Oracle Big Data Appliance, Oracle Exadata and Oracle Exalytics, which include its BI software, are designed to serve organizations that have limited resources and time to fine-tune their configuration. In my analysis Oracle has not been as aggressive as it could be on communicating the value of big data and now in conjunction with its acquisition of Endeca is beginning to focus on what we call information optimization, which ultimately is the value derived from big data, as I have pointed out.

I also think Oracle should look at more tightly coupling big data vr_bigdata_big_data_capabilities_not_availablewith its business intelligence and analytics to help business analysts in using large amounts of data. For example, the largest needs for big data according to our research are what-if analysis and forecasting (44%), predictive analytics (41%) and visualization (37%). Oracle has products for all of these, but they should be part of a more integrated presentation and technology stack for organizations to use them more easily.

In both big data and business analytics overall, where Oracle has a broad portfolio of products, its acquisition of Endeca shows real promise, achieving advances in information discovery, interactivity and visualization as well as self-service access to information. Oracle is working to make its BI products as appealing to the business side as they have been to IT organizations but still needs to make clear the value to analysts, let alone those in managerial or management roles. In this area improvements in the user experience are critical: According to our benchmark research usability is the top priority for organizations evaluating new software.

My colleague Tony Cosentino recently covered Oracle’s latest release of business intelligence. He notes that it shows steps in the right direction but lacks integration or use of Oracle’s latest mobile and collaboration technology. Here the company cannot rely on the perspective of IT, which does not consider these aspects important; our business technology innovation research shows that the lines of business have them as two of the top three priorities. Not much is new in the mobile aspects of Oracle BI, although I pointed out at the beginning of last year that it needed significant improvement and requires more frequent updates.

Oracle also is slow in advancing its analytic applications across ERP, CRM, EPM for finance and industry-specific analytics; users in these areas need to transition from tools and dashboards of charts to applications that help not just measure performance but act on and manage it more effectively. Oracle has decided to concentrate its more advanced analytics and visualization on operating against the Oracle Exalytics appliance. This limited approach could hinder its potential as business analysts are less interested in having an appliance package than in tools and software they can use for business analytics with big data or not.

For cloud computing, Oracle is beginning to see returns on its investments in a range of engineered systems that can operate across private or public clouds in single or multitenant approaches; the approach also encompasses storage through archiving data to its Oracle Virtual Networking. Along with IBM, followed by HP and Dell, Oracle is working to turn its range of software into a competitive advantage and appeal to a growing population in IT that realizes it must emphasize usability of technology to meet the next round of business on a more timely and continuous basis.

In the realm of business applications, Oracle is working to supportSPM_Weighted_Overall them in whatever combinations users want, even in a single organization. It has made its global data centers available for any level of demand on a 24-by-seven basis. With the acquisitions of RightNow and Eloqua it has become relevant in customer services and marketing applications. Oracle’s intention is to supercharge its efforts in the B2C markets and to provide more choices for customers. It has continued development of its Social Relationship Management and utilization of social media but but hasn’t caught up with point providers Attensity, Clarabridge and Kana. I believe Oracle will also need to address multichannel contact centers and the dynamic aspects of customer interactions. Mobile and social channels are driving a new generation of technology that Oracle is not now competitive with. At the analyst gathering I heard almost no references to its efforts in sales force automation and other sales-related tools where Salesforce is sharply focused and Microsoft is rapidly advancing. In our 2012 Value Index on Sales Applications Oracle showed a very competitive offering and earned a tie at the top spot, but it cannot afford to be complacent here. In fact Oracle’s Fusion for CRM in sales has integrated forecasting (65%) and vr_sales_application_prioritiesanalytics (47%) more tightly than Salesforce, addressing the top two priorities of sales organizations found in our Sales on the Cutting Edge research. Oracle is more  effective in its suite of applications for human capital management (HCM), which has fully integrated its purchase of Taleo; it now has a convincing discussion of its cloud services to help HR and all employees be more efficient. Oracle also has progressed with its Fusion Applications; as I pointed out last year Oracle Fusion applications are now available in on-premises, hosted and software as a service (SaaS) methods. I like the innovation in the mobile technology that it is showing in areas like HCM. My largest concern is the continued lack of focus on the Office of Finance; Oracle’s enterprise performance management (EPM) application is still embedded within its middleware approach to BI and those in finance are most interested in business applications for their processes. Oracle’s potential to help Finance is significant but the split of its accounting and finance applications for management and operations remains a barrier that is an organizational challenge for Oracle than the buying audience readiness to advance its application portfolio.

It is positive that Oracle has gone beyond just virtualizing or cloud-enabling its applications into in-memory processing to take advantage of the growing potential of computing and memory capacity. Oracle sees its ability to handle data cache and grid in-memory as a competitive advantage, and its Oracle Database 12c and TimesTen can take advantage of D-RAM and Flash. In-memory capabilities are also important for accelerating the performance of its BI offering, which can now operate in a variety of options with its caching methods. Its acceleration of investment into in-memory and other next-generation applications for business comes just in time, as SAP continues its investment into Hana to power its applications. Oracle at this point seems to have a more comprehensive approach than SAP but will need to get these applications deployed in more organizations and build its customer reference base. Also, faster is not always better, and the usability and interactivity of the applications with the business processes will determine its future success.

For business and social collaboration, the Oracle Social Network is just beginning to roll out as part of its applications, which according vr_bti_br_technology_innovation_prioritiesto our research is how businesses would most prefer to access this type of software. With rollouts coming in HCM and SFA, the next year will critical for Oracle to build a strong reputation in this category; over the last decade it made many attempts to satisfy the business audience, which in the end cares about collaboration as a business technology and not as middleware, which is how Oracle has classified it. While many in the industry including IT analysts have not prioritized collaboration as important, this is more of a result to their focus on the IT organization and not one of the needs of business to collaborate and streamline their business processes and actions that require rapid coordination and dialogue. Oracle is smart to make collaboration part of its business applications first, as this is the most frequently selected deployment method in 43 percent of organizations, but other approaches including integrated with Microsoft Office (40%) and embedded as part of business intelligence (28%) or a stand-alone product (23%) are not far behind; we conclude that many organizations prefer a mixed approach. I like Oracle’s use of activity streams, broadcasting and discussion forums, all of which are part of the new evaluation criteria for social collaboration in business as we see a shift from the outdated approaches of just sharing folders and documents or posting links to files within a portal. Oracle’s offering is well integrated and now with collaboration being the second most important innovation priority in organizations, there is opportunity for Oracle if it can move forward faster with what I believe now is a good business and social collaboration software offering.

As Oracle’s opportunity grows with its range of new applications and tools for big data and business analytics, its challenges lie in marketing and presenting them to the business buyers who are leading a new wave of technology adoption; these people want to be spoken to in the language of business and time to value and will not be patient with technobabble. If Oracle can communicate with them, business buyers will find more than perhaps they expect in the Oracle portfolio of products and its ability to help them work better.


Mark Smith

CEO & Chief Research Officer

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