INFORMATION FOR SUCCESS

Customers Achieve Extreme Performance at

Lowest Cost with Oracle Exadata Database Machine
June 2012
Enterprise data is growing exponentially, and with this growth comes larger
databases and more business users seeking faster response times to increasingly
complex queries. Yet organizations are still being asked to lower their IT costs. So
how do you prioritize IT investments to ensure support for growing volumes of data
and still meet your business users’ evolving requirements—such as competing more
effectively, reducing IT costs, meeting compliance requirements, or anticipating
changing market conditions?

Oracle Exadata changes the game by offering extreme performance for all your
data warehousing, online transaction processing (OLTP), and mixed workloads,
making it the ideal platform for consolidation onto private clouds. Oracle Exadata
is a preoptimized, preconfigured hardware and software solution that is massively
scalable, secure, and fully redundant. Its unique architecture and innovative storage
software lowers total cost of ownership, increases performance by 10x or more, and
reduces the risk of downtime.

This reference booklet contains a sampling of real business results that organizations
in a variety of industries worldwide have achieved by implementing Oracle Exadata.
In these testimonials you’ll learn how customers have used Oracle Exadata to reduce
IT costs through consolidation, manage more data on multiple compression tiers,
improve the performance of all applications, and make better business decisions in
real time.

Whether you are an existing or prospective Oracle Database customer, we hope

you find these success stories helpful in learning how Oracle Exadata can help you
achieve your business and IT objectives.

Sincerely,
Jeb Dasteel
Senior Vice President and Chief Customer Officer

3
 Table of Contents

Page Customer Name Country Industry

8 11st Korea Retail

9 Adriatic Slovenica Slovenia Insurance

12 Algar Telecom Brazil Communications
14 Allegro Group Poland Retail
15 Asiana Airlines Korea Travel and Transportation
19 Australian Finance Group Ltd. Australia Financial Services
20 Autoglass Brazil Automotive
22 Avea iletisim Hizmetleri A.S. Turkey Communications

23 Bangladesh Election Commission Bangladesh Public Sector

26 BNP Paribas France Financial Services
27 Bokwang Familymart Co., Ltd Korea Retail
30 CCC Information Services Inc. United States Insurance
33 Deutsche Bank AG Germany Financial Services
35 Dialog Semiconductor plc Germany High Technology
36 Digicel Haiti Haiti Communications
38 Digicel Jamaica Jamaica Communications
40 Enkitec United States Professional Services
41 E-Plus Mobilfunk GmbH & Co. KG Germany Communications
43 FANCL Corporation Japan Consumer Goods
49 Finansbank A.S. Turkey Financial Services

50 Garanti Bank Turkey Financial Services

52 Garmin International Inc. United States High Technology

55 GfK Group Retail and Technology Germany Professional Services

56 Hong Kong Housing Authority China Public Sector

57 Hotwire, Inc. United States Travel and Transportation

58 IDS GmbH – Analysis and Reporting Services Germany Financial Services

59 Immonet GmbH Germany Professional Services

61 Information Systems Engineering GmbH Germany Professional Services

62 Ingeniería de Software Bancario (Isban) Brazil Professional Services

63 KyivStar, JSC Ukraine Communications

65 LinkShare Corporation United States High Technology

66 Nagase & Co., Ltd Japan Chemicals

69 Procter & Gamble United States Consumer Goods

71 Reliance Commercial Finance India Financial Services

76 Robi Axiata Limited Bangladesh Communications

 Table of Contents

Page Customer Name Country Industry

82 SK Telecom Korea Communications

86 SoftBank Mobile Corporation Japan Communications
88 Sogeti USA LLC United States Professional Services
89 Square Two Financial United States Financial Services
92 Targetbase United States Professional Services
93 Tribunal de Justiça de Santa Catarina Brazil Public Sector
95 TUI Nederland N.V. Netherlands Travel and Transportation
96 Turkcell Turkey Communications
103 Unicoop Firenze Italy Retail
104 Yamazaki Baking Co., Ltd Japan Retail

107 ZLM Verzekeringen Netherlands Insurance

Exadata

Replaces

Teradata

36 Teradata Racks 3 Exadata Racks

10x Energy
Consumed 8x Faster
At Teradata’s Largest Asian Customer

Save The Planet, Dump Your Teradata

For more information visit oracle.com/savetheplanet

11ST

Oracle Customer:
11st Cuts Task Deployment Time from Eight to
11st
Seoul, Republic of Korea Nine Hours to Two Hours, Reduces Storage Use
www.11st.co.kr
by 500%
Industry:
Retail
In 2008, Korea’s largest mobile communications service provider SK Telecom launched 11st,
an online shopping site. 11st has grown significantly in the past three years, becoming the
first company to earn revenue of US$2.6 billion in the shortest time in the history of the
Annual Revenue: e-commerce industry in South Korea.
US$1 to US$5 Billion

Challenges
Employees: • Implement a data processing platform that could support a rise in the number of online
600 shoppers, by increasing data throughput and transaction processing speeds
• Complete sales reports on the previous day’s best-selling product categories and top
Oracle Products & Services: customers in a short amount of time to ensure the data warehouse is fully operational
• Oracle Exadata Database Machine before the start of business hours
• Enable easy analysis of large volumes of data, such as customers’ shopping habits and
bestselling products, over a long-term period

Solutions
• Implemented Oracle Exadata Database Machine X2-2 HC Quarter Rack to take advantage
of faster processing times and data compression features
• Shortened the time taken to complete tasks, such as the previous day’s sales reports, from
eight to nine hours in the past, to two hours
• Processed 100 million shopping transactions in a day, as Oracle’s compression and
partitioning features and data transfer specifications enhance data processing speeds
• Enabled fast reporting and analysis of six-month-old transactions, by partitioning data into
daily, weekly, and monthly segments and applying different compression methods
• Improved performance at low cost and with minimal man hours as the existing database
system did not need to be changed
• Reduced storage needs by 400% to 500% (from 20TB to 25TB to 5TB) by compressing
customer and transaction data
“The ability to react quickly to • Optimized resource allocation among the many concurrent database sessions with Oracle
daily changes in the fast-moving Database Resource Manager
e-commerce market is critical
to success. Oracle Exadata
Database Machine offers fast
transaction processing times and
data compression features that
enable us to analyze customer
transactions in a timely manner
and take action if we spot any
emerging sales trends.”
JangWon Park, Manager, 11st

8
 ADRIATIC SlOvENICA

Oracle Customer:
Adriatic Slovenica Responds to Premium and
Adriatic Slovenica
Ljubljana, Slovenia Claim Requests 10 Times Faster, Halves
www.adriatic-slovenica.si
Processors, Reduces License Costs, and Cuts
Industry: Implementation Time by 75%
Insurance

“Oracle Exadata Database Machine provides unparalleled access speed and

Employees: transaction processing power to our Web-based insurance platform, transforming
951 the performance of this critical business application that serves hundreds of
customers and agents simultaneously.”
Damijan Pregeljc, Director of IT Infrastructure, Adriatic Slovenica
Oracle Products & Services:

• Oracle Exadata Database Machine Adriatic Slovenica is the second largest Slovenian insurance company. It offers a wide range
• Oracle Linux of insurance products, including health, life, motor, third-party liability, fire and natural
hazards, general liability, accident, credit, and surety ship insurance. The company, founded
Oracle Partner: in 1990, has operations in Slovenia and Serbia. In the first quarter of 2011, Adriatic
OSI Open System Integration d.o.o.
Slovenica exceeded 2010 sales, and surpassed the majority of its competitors. The company
is committed to continuously improving customer service levels and to rapid and accurate
(OSI d.o.o.)
www.osi.si
premium processing and claims settlements.

Adriatic Slovenica wanted to improve response times for customers and agents accessing its
online insurance platform. Using Oracle Exadata Database Machine, it cut transaction
processing time from one minute to six seconds and increased user satisfaction. It has
reduced by 50% the number of processors it requires, cutting licensing costs by US$58,000
each year. With Oracle Exadata’s ready-to-run configuration settings and pretested
components, the company and Oracle Specialized Partner OSI Open System Integration d.o.o.
(OSI d.o.o.) implemented the system in two days— three times faster than a non-engineered
system.

Challenges
• Accelerate response time for customers and agents that access Adriatic Slovenica’s online,
insurance management platform for product inquiries, price quotes, claims, and payment
applications
• Manage three terabytes of data and up to 600 concurrent agents and end-customer users
without impact on performance
• Scale system to manage increasing transaction volumes and user numbers while reducing
storage, lowering power usage, driving down license costs, and cutting maintenance
overhead
• Benefit from specialized technical expertise to align the company’s insurance platform with
changing business and market needs and accelerate the time to realize value from new
technology investments

Solutions
• Replaced Oracle Database and Oracle Application Server infrastructure supporting the
company’s insurance platform with a single Oracle Exadata Database Machine X2-2
Quarter Rack, running on Oracle Linux, to create a resilient, high-volume online
transaction processing environment

9
ADRIATIC SlOvENICA

• Benefited from Oracle Exadata’s unified networking, based on InfiniBand, to cut the
average time for processing typical transactions, such as product inquiries, premium
quotations, claims, and settlements, from one minute to six seconds
• Improved agent and customer satisfaction by eliminating peak-time bottlenecks and
service delays
• Leveraged the extreme performance of Oracle Exadata to consolidate the workload onto
fewer servers and cut the number of processors required from 24 to 12, which saved
US$58,000 each year in license fees
• Cut system back-up times and simplified and streamlined management and support to
improve database administrator productivity
• Benefited from Oracle Exadata’s built-in storage consolidation to cut data storage costs
• Gained a pre-optimized, preconfigured, and a pre-integrated hardware and software
solution with the scalability to manage future growth cost-effectively by adding storage
servers, database servers, and network switches incrementally, in line with business
expansion
• Recycled the existing Oracle Database, servers, and storage area network (SAN) previously
used to support the insurance platform to the back office and other systems that are not
time critical, such as planning and forecasting

Why Oracle
Adriatic Slovenica evaluated solutions from Oracle and several other leading technology
providers. Oracle Exadata Database Machine offered the best cost-to-performance ratio and
demonstrated the highest return on investment over a five-year period.
“Oracle Exadata Database Machine exceeded the power and performance of alternate IT
solutions we considered, for the same total hardware and licensing costs. The solution also
integrated easily with the existing Oracle IT environment,” said Damijan Pregeljc, director
of IT infrastructure, Adriatic Slovenica.

Implementation Process
Adriatic Slovenica implemented Oracle Exadata Database Machine in two days and went live
over a weekend, which minimized system downtime for customers, agents, and partners. A
traditional system implementation of this scale would have taken approximately eight days
and incurred the additional cost of a parallel production environment to ensure business
continuity during the switchover.
Choosing an engineered system that was preconfigured, pre-optimized, and ready to run
significantly reduced system testing time and ensured a smooth go-live for Adriatic
Slovenica. Additionally, comprehensive Oracle support for the entire hardware and software
stack ensures rapid, one-stop problem resolution on an ongoing basis.

10
 ADRIATIC SlOvENICA

“Oracle Exadata Database Machine was deployed rapidly and with far less risk than a
traditional IT environment, and it generated immediate performance improvements for our
end users,” Pregeljc said.

Partner
Oracle Partner OSI d.o.o. served as project manager for the Oracle Exadata Database
Machine implementation, which included migrating three terabytes of data. OSI d.o.o. won
two Oracle awards in 2010 for best IT infrastructure implementation. It is a long-standing
strategic partner to Adriatic Slovenica, having managed previous Oracle upgrades for the
company. OSI d.o.o. also trained the company’s database administrators in routine
maintenance and platform support.

“OSI d.o.o. met all our expectations for technical expertise, and demonstrated in-depth
knowledge of the Oracle infrastructure, while providing us with a high-level of
professionalism, customer service, and value for money. It will continue to support us as we
take advantage of new Oracle Exadata Database Machine capabilities to continuously
improve the service levels we provide to customers, agents and partners, while driving down
operating costs,” Pregeljc said.

11
AlgAR TElECOm

Oracle Customer:
Algar Telecom Gains 50% in Compression and
Algar Telecom
Minas Gerais, Brazil 85% Faster Access to Data Warehouse Data with
www.algartelecom.com.br
New Storage Solution
Industry:
Communications
“By adding Oracle’s Exadata Database Machine X2-2 storage solution, we updated
our data warehouse environment with the most appropriate solution available on
the market. With Exadata, we were able to reduce access and processing time by
Annual Revenue: 85% for the management and historical data used by our internal business team,
US$1 to US$5 Billion enabling us to serve then with faster and more reliable information.”
Eduardo Rabboni, Chief Information Officer, Algar Telecom
Employees:
1,581 Algar Telecom is a Brazilian telecommunications company that has been present in the
market for 56 years and has been listed on the stock exchange since 2007. The company
belongs to Grupo Algar (Algar Group) and offers landline phone, cell phone, broadband
Oracle Products & Services: internet [3G and asymmetric digital subscriber line (ADSL)], data communication,
• Oracle Exadata Database Machine television, and code 12 services for domestic and international long distance calls.
• Oracle Recovery Manager
Algar divides its wide range of products and services into two segments: retail under the
• Oracle Advanced Customer Support
CTBC brand, and companies under the Algar Telecom brand. Algar has more than 1.6
Services million customers—including approximately 700,000 landline phone, 500,000 cell phone,
• Oracle Consulting and 235,000 broadband customers—and operates in major Brazilian states including Minas
Gerais, São Paulo, the Federal District, Rio de Janeiro, Mato Grosso do Sul, Goiás, and
Paraná.

Algar’s data warehouse revitalization project focused on upgrading a system that was more
than 10 years old. To do so, Algar adopted Oracle’s Exadata Database Machine X2-2, along
with software and support. The new solution accelerated access to historical and
management data, which helped the company offer quick and complete information to its
internal business team.

Challenges
• Restructure the operator and provider’s database infrastructure to ensure competitiveness
and a high standard of service for its 1.6 million landline, cell phone, and internet
customers
• Achieve quicker processing in order to deliver management information extracted from the
data warehouse environment to the sales and retail departments
• Speed up access to the telephone company’s historical data in order to quickly respond to
requests from the business support area

Solutions
• Worked with Oracle Consulting and the Oracle Advanced Customer Support Services team
to develop Exadata Database Machine X2-2 HC Quarter Rack in less than two months and
achieved up to 85% faster processing in the data warehouse environment
• Reduced from 12 hours to 3.5 hours the execution time of the 2,000 daily loads that
provide strategic data to support the performance and decisions of the sales and retail
team, such as client loss, default, and product performance data

12
 AlgAR TElECOm

• Compacted by 50%, 8 terabytes with more than 1.000 tables that company already had,
freeing up space to expand historical data in the data warehouse for the next five years
instead of just two years online, as it had been limited to previously
• Sped up the recovery of historical information from 10 days to as little as five hours to
meet requests of the business support area, which generally cover more than two years
• Simplified the data warehouse environment’s management and freed the IT team to focus
on other duties, since Oracle provides the entire solution—the server, database, operating
system, and support
• Reduced backup time—including download of data to disc and transfer to tape—from 26
hours to 6 hours, thanks to Oracle Recovery Manager, ensuring data integrity and reducing
the system’s unavailability window
• Began to extract reports, such as those regarding billing and new business generation, in
just 18 seconds using the business intelligence tool, instead of two hours, as it had
previously taken

Implementation Process
“We were surprised because the implementation, though complex, was faster and easier than
expected. In addition, the IT team quickly adapted to the new system. The migration
process involved eight people—a full-time Oracle consultant, another consultant for specific
issues, and six Algar professionals,” said Eduardo Rabboni, chief information officer, Algar
Telecom.

13
AllEgRO gROuP

Oracle Customer:
Allegro group Ensures Enterprise Scalability with
Allegro group
Poznan, Poland Flexible, Integrated Data Warehouse Solution
www.allegro.pl
Allegro Group is the leading e-commerce company in Eastern Europe and the second-largest
Industry: online auction business in the world. The company is a property of Naspers, an international
Retail media group. Operating e-commerce Web sites across 14 countries in Eastern Europe,
Allegro Group enables its 20 million registered users to bid on items ranging from clothes
to cars. The company hosts more than 18 million new auctions per day, and its business is
Employees:
growing by more than 20% annually.
1,500

Challenges
Oracle Products & Services:
• Build a scalable enterprise data warehouse that meets business users’ expectations for
• Oracle Exadata Database Machine performance and quality of service
• Oracle Partitioning
• Optimize transactional data storing and processing, such as processes originating from the
• Oracle Business Intelligence
user activity tracking system that generate approximately 500 million operations per day
Enterprise Edition
• Create a central location to store data from all Allegro Group sites—located throughout 14
countries—including advertisements, auction sites, the online payment system, and the
Oracle Partner:
price comparison engines
ISE gmBH germany
• Enable the company to efficiently manage more than 15 terabytes of data in a consolidated
database that can scale to support a 50% annual increase in data volume

Solutions
• Deployed Oracle Exadata Database Machine, with implementation help from Oracle
Consulting, to accelerate the time it takes to analyze data and load it into the data
warehouse
• Installed Oracle Business Intelligence Enterprise Edition to effectively report and analyze
data
• Enabled Allegro to complete the extract, transform, and load process for all data from
Allegro Group sites overnight
• Ensured that 400 business reports can be accessed by 100 concurrent users in less than five
seconds
• Reduced report generation time from an average of several hours to 45 minutes, and less
“Oracle’s data warehouse than a minute in some cases
solution has accelerated system
• Accelerated average data warehouse query processing by 50 times, with a 100 times
performance by up to 100 times.
increase in some cases
In addition, this implementation
has greatly improved the user • Enabled Allegro to track user activity history and detect abnormal behavior to improve
experience with vast new fraud detection related to its e-commerce and auction sites, saving the company thousands
analytical capabilities, such as of dollars annually
generating dynamic reports
on-the-fly and real-time data
updates.”
Rafał Kudlinski, Data Warehouse
Manager, Allegro Group

14
 ASIANA AIRlINES

Oracle Customer:
Asiana Airlines Improves Passenger
Asiana Airlines
Seoul, Republic of Korea Management with Near-Real-Time Reservation
www.flyasiana.com
and Ticketing Information
Industry:
Travel and Transportation
“We use Oracle Exadata Database Machine to underpin the passenger management
information system that holds our critical flight reservation data. The improved data
processing speed ensures Asiana Airlines can provide accurate, responsive service
Annual Revenue: to customers and travel partners around the world.”
US$1 to US$5 Billion goh Seok Nam, Vice President, Airlines & Infra, Asiana IDT

Employees: Established in 1988, Asiana Airlines is one of South Korea’s two major airlines. Its 72 aircraft
8,813 fly 14 routes to 12 cities in South Korea and 87 routes to 68 cities in 21 additional countries.
The airline’s international cargo service comprises 20 routes to 23 cities in 13 countries. In
2011, Asiana Airlines was named the Airline of the Year by Global Traveler magazine.
Oracle Products & Services:

• Oracle Exadata Database Machine more Accurate, Responsive Customer Service

• Oracle Business Intelligence As more passengers chose to fly with Asiana Airlines, the company had to ensure it could
Enterprise Edition properly manage, store, and protect around 12.1 terabytes of passenger and business
• Oracle Data Integrator information. With the quantity of information increasing, it took longer to process passenger
• Oracle Enterprise Manager reservations and cancellations, integrate passenger and ticketing information, analyze ticket
sales, and extract and load data to a data warehouse.
Oracle Partner: In the highly competitive airline industry, slow system performance can be detrimental to
Asiana IDT business, so in August 2010, Asiana Airlines implemented Oracle Exadata Database Machine
www.asianaidt.com to improve the performance of its passenger management information system. As a result, the
airline cut approximately four to five hours off the time it took to turn its raw data into daily
performance information.
In the past, the passenger management process started around midnight and was finished at 1
p.m. or 2 p.m. Now, with Oracle Exadata, it is completed by 9 a.m., before the start of the
business day. By speeding up data processing, Asiana Airlines has shortened decision-making
time and ensured reservations staff can draw on the latest passenger and ticketing information
when organizing and confirming travel arrangements for its customers and travel partners.
The value of this ability to provide prompt, accurate customer service became clear in March
2011, when Japan was hit by an earthquake and tsunami. In the immediate aftermath of the
disasters, Asiana Airlines received thousands of inquiries from anxious passengers wanting to
cancel or reschedule their flights to Japan. The airline had to cancel and reschedule flights,
reissue air tickets, organize refunds, and deal with hundreds of inquiries each day. Despite the
increased number of queries and transactions, the passenger management information system
did not falter once. This enabled customer service staff to provide accurate,
up-to-date reservation and ticketing data to passengers.

Performance Analysis Cut from 10 Hours to 10 minutes

Asiana Airlines receives flight bookings from a range of partners, including travel and
financial agencies. The airline uses Oracle Exadata to analyze the bookings it receives from
these partners and Oracle Business Intelligence Enterprise Edition to generate performance
analysis reports. These reports contain information, including seat reservations and airline
boardings.

15
ASIANA AIRlINES

In the past, such in-depth analyses took up to 10 hours to complete, while now, with Oracle
Exadata, the process is completed in just 10 minutes. Staff uses the analysis reports to
develop partner sales and marketing strategies. By knowing which partners’ services deliver
the highest value in a particular market-for example, the Asia Pacific sector-the airline can
create promotions that benefit all parties, and improve its overall competitiveness.
Oracle Business Intelligence Enterprise Edition also allows staff to generate and view data in
visual formats, such as graphs and tables, without asking database administrators for
assistance. This improves efficiency by releasing database administrators from nonessential
duties, and it gives staff the freedom to create tables and graphs as needed.
Presenting data in a visual format helps to better understand complex data, so staff can see
the need to modify business and sales strategies if necessary. For example, analyzing sales for
certain flights or destinations and predicting future demands helps to prepare more accurate
flight schedules, avoiding under- or overbooking flights and seats.
Asiana Airlines is now considering adding data to its integrated information infrastructure
and extending Oracle Business Intelligence Enterprise Edition across the business.
Having information with greater depth would help reservations and customer service staff
worldwide to improve the quality of assistance they provide and gain additional operational
efficiencies.

Error Analysis Time Dramatically Reduced

Any disruptions to business operations due to system failure prevent staff from completing
flight reservations, modifying or cancelling bookings, and answering queries. Oracle Exadata
minimizes system downtime by reducing the time needed to detect and solve the root cause
of errors. In the past, it could take up to eight hours to solve errors; however, error-resolution
time has now been dramatically reduced. Faster problem detection and resolution reduces
the impact of system downtime on normal business operations and prevents revenue loss.
Asiana Airlines also uses Oracle Enterprise Manager to monitor Oracle Exadata, further
ensuring the stability and reliability of all hardware and software components.

more Efficient Extract-Transform-load Process

Asiana Airlines is using Oracle Data Integrator to extract, transform, and load (ETL) data in
real time from the passenger management information system into a data warehouse. This
enables the airline to analyze passenger and ticketing information in a timely manner, reduce
ETL costs, and ensure stable ETL processing to minimize risk.
The airline is planning to further improve data processing performance by implementing
Oracle Partitioning and Oracle Advanced Compression.

16
 ASIANA AIRlINES

Challenges
• Manage, store, and protect vast amounts of passenger and business information, with
volume increasing in line with the company’s growth
• Improve performance of a passenger management information system that holds
customers’ critical flight reservation information
• Shorten daily data processing time to ensure staff access the latest, most accurate passenger
information
• Give staff the tools to analyze passenger, sales, and other business data to prepare more
accurate flight schedules based on projected demand
• Ensure system issues are detected and resolved quickly to minimize business impact

Solutions
• Engaged Oracle Partner Asiana IDT to implement Oracle Exadata Database Machine and
Oracle Business Intelligence Enterprise Edition, improving data processing speed and
analytic capabilities
• Cut approximately four to five hours off the time to turn raw data into daily performance
information. ensuring reservations staff draw on the latest passenger and ticketing
information when organizing and confirming travel arrangements for customers
• Provided accurate, up-to-date reservation and ticketing data to passengers affected by the
Japanese earthquake and tsunami in March 2011, despite a significant increase in
transactions and queries
• Cut analysis time for travel partner bookings from 10 hours to 10 minutes, helping staff
develop better informed partner sales and marketing strategies
• Enabled staff to generate and view data in visual formats, such as graphs and tables,
without asking database administrators for assistance
• Prepared more accurate flight schedules, by using Oracle Business Intelligence Enterprise
Edition to analyze data and predict demand for specific flights and destinations
• Shortened system-error detection and resolution significantly, minimizing the impact on
normal business operations
• Ensured the stability and reliability of all hardware and software components, by using
Oracle Enterprise Manager to monitor Oracle Exadata
• Achieved a more efficient ETL process with Oracle Data Integrator, enabling the airline to
analyze passenger and ticketing information in a timely manner, reduce ETL costs, and
ensure stable ETL processing to minimize risk

17
ASIANA AIRlINES

Why Oracle
Asiana Airlines and Oracle Partner Asiana IDT conducted benchmark tests of several
solutions. Oracle Exadata performed 10 to 338 times better than the existing system for
placement operation, including data loading and inquiries. This result was also 2 to 80 times
faster than competing solutions. Oracle Business Intelligence Enterprise Edition also
performed 11 to 190 times better than the airline’s existing business intelligence system.
The powerful performance, stability, and security of both solutions assured Asiana Airlines
that passenger and ticketing data could be reliably and safely transferred, processed, and
analyzed.

Implementation Process
Asiana Airlines worked with Asiana IDT to implement Oracle Exadata and Oracle Business
Intelligence Enterprise Edition. Asiana IDT is a subsidiary of Kumho Asiana Group and
specializes in IT services for the airline, construction, distribution, financial, leisure, and
manufacturing industries.
“Asiana IDT has helped Asiana Airlines optimize its IT infrastructure for many years, and
was instrumental in integrating passenger and ticketing data,” said Goh Seok Nam, vice
president, airlines & infra, Asiana IDT. “Our understanding of the unique requirements of
the airline industry means we are well placed to help improve operations.”

18
 AuSTRAlIAN FINANCE gROuP lTD.

Oracle Customer:
Australian Finance group ltd. Reduces Time to
Australian Finance group ltd.
Perth, Australia Process Broker Commissions from 37 Hours to 9
www.afgonline.com.au
Hours
Industry:
Established in 1994, Australian Finance Group (AFG) is the largest provider of mortgage
Financial Services
broking services in the country and one of the top three in the world. AFG offers more than
800 residential mortgage products from Australia’s leading financial institutions through a
Annual Revenue: network of more than 2,200 brokers - the largest national distribution network of financial
US$292.9 Million services in the country. AFG is also one of the fastest-growing providers of holistic financial
services. The company has evolved beyond the provision of home loans to also offer
commercial, equipment, and leasing finance, as well as personal loans, insurance, and
Employees:
property investment services.
190

Challenges
Oracle Products & Services:
• Improve efficiency and provide a better user experience through faster application
• Oracle Exadata Database Machine performance for brokers using the company’s FLEX platform to source loan products, file
• Siebel Customer Relationship applications, manage customers, and generate leads
Management
• Reduce total cost of ownership by rationalizing existing legacy hardware infrastructure
• Oracle Business Intelligence
Enterprise Edition
Solutions
• Oracle Advanced Customer Services
• Engaged Oracle Advanced Customer Services to replace legacy servers with Oracle Exadata
Database Machine in two months
• Improved Siebel CRM database performance by eight times
• Reduced the time it took to process monthly commission payments for brokers from 37
hours to 9 hours; significantly reducing the risk of missing a scheduled commission
payment
• Reduced the time to update warehouse data at night from nine hours to less than two
hours, ensuring that information was up to-date when sales staff started work each day
• Provided the performance to deliver new, on-demand management reports to brokers using
Oracle Business Intelligence Enterprise Edition, which helped AFG recruit brokers from
large national financial services firms and property groups

“Oracle Exadata Database

Machine gives us the storage
power we need as we introduce
new mortgage products, which
will support our business well
into the future.”
malcolm Watkins, Executive
Director, Australian Finance
Group Ltd.

19
AuTOglASS

Oracle Customer:
Autoglass Expands Data Storage, Makes Query
Autoglass
Espírito Santo, Brazil Responses up to 60-Times Faster
www.autoglass.com.br
“Oracle Exadata Database Machine provides superior performance, reliability
Industry: and scalability for Autoglass’ technological environment. Now we can execute
Automotive procedures up to 60-times faster than before.”
Fabrício Ferri, IT and Telecommunications Executive Manager, Autoglass

Employees:
1,200
Autoglass specializes in automotive glass products and services. It has more than 30 branches
and many authorized service centers spanning Brazil to meet the automotive glass and
accessory needs of retailers, mechanics, insurers, auto dealers, and end consumers. The
Oracle Products & Services: company also replaces and repairs passenger and cargo vehicle lights, side windows, and
• Oracle Exadata Database Machine automotive parts. Autoglass’ mission is to provide drivers and passengers with safety and
peace of mind during their vehicular travels.
Oracle Partner: Autoglass’ revenue grew 30% to 40%, annually, in the past three years. At the same time, it
Decatron introduced many IT systems into its environment—automating nearly 90% of its core
www.decatron.com.br processes. These factors—growth and automation—placed considerable strain on the
company’s data infrastructure, so that its core IT systems did not perform at their peak.

To improve IT performance and enable the company to effectively manage and reap the
benefits from all of its data, Autoglass implemented Oracle Exadata Database Machine.
Since deploying the solution, Autoglass has gained the ability to complete core procedures
up to 60-times faster, such as on boarding new policies generated by its insurance partners.

Challenges
• Support rapidly growing operations with an IT infrastructure that improves core business
process efficiency and supports delivering high-level service to customers and business
partners, including retailers, auto dealers and repair shops, insurers, and consumers
• Gain the ability to effectively reap the business benefits of sales and inventory data for the
company’s price-sensitive auto glass and auto accessory products
• Accelerate critical processes—such as on boarding new policies from insurance partners,
performing system backups, and completing monthly financial closings

Solutions
• Implemented Oracle Exadata Database Machine X2-2 to achieve optimal performance for
the transactional data environment used for administrative and operational applications,
such as enterprise relationship management, customer relationship management, and
specific business applications
• Gained the ability to support rapid business expansion and exponential data growth after
automating 90% of its business processes
• Ensured sufficient processing and storage capacity to absorb anticipated robust business
expansion over the next two years
• Solved application and database load and performance issues, significantly accelerating
average response times for internal users, retailers, garages, insurers, and car dealers

20
 AuTOglASS

• Reduced, to a matter of seconds, the minutes previously required to check auto parts stock
and consult partner-generated insurance policies—improving customer service
• Gained the ability to execute procedures up to 60-times faster, such as for on boarding
insurance partners’ new policies, consulting existing insurance policies, and completing
the month-end financial close
• Reduced transactional database backup time by roughly five-times, from 23 hours to 5
hours, ensuring data security and avoiding overlaps for this daily task

Implementation Process
“The organization and care that Oracle executed in delivering Oracle Exadata Database
Machine was admirable—from the physical delivery, to verification of the computing
environment, to putting the machine into operation. This avoided setbacks, and we have not
had any problems or incompatibility issues to this day,” said Fabrício Ferri, IT and
telecommunications executive manager, Autoglass.

21
AvEA IlETISIm HIzmETlERI A.S.

Oracle Customer:
Avea iletisim Hizmetleri A.S. Optimizes
Avea iletisim Hizmetleri A.S.
Istanbul, Turkey Database Compression, Reporting, and Campaign
www.avea.com.tr
Analysis
Industry:
Communications
Avea iletisim Hizmetleri A.S., the sole GSM 1800 mobile operator of Turkey, provides
services to 97% of Turkey’s population through its next generation network. With roaming
agreements covering 199 countries, Avea is growing rapidly and currently serves 11.4
Annual Revenue: million subscribers.
US$7.5 Billion

Challenges
Employees: • Create an open telecommunications platform that can integrate new services such as
2,600 mobile number portability and 3G network services
• Enable fast reporting and immediate access to business data across the company by
Oracle Products & Services: establishing an efficient and flexible data warehouse
• Oracle Exadata Database Machine • Improve Avea’s management of telecommunications campaigns by creating more specific
• Oracle Data Integrator target audiences and running more detailed post-campaign analyses
• Oracle GoldenGate
• Oracle Business Intelligence Solutions
Enterprise Edition • Migrated data from disparate systems with Oracle GoldenGate and created a central
repository on Exadata, raising data access performance by a factor of five
Oracle Partner:
• Used the advanced data compression capabilities of Oracle Exadata Database Machine to
Intellica
decrease 40 terabytes of data to a mere 10 terabytes
www.iszekasi.com
• Leveraged Oracle Data Integrator to optimize Avea’s Extract Transform-Load (ETL)
processes, decreasing the ETL batch window by more than 30%
• Accelerated the company’s reporting performance by three to ten times by integrating
platforms, source systems, and operational data stores with Oracle GoldenGate
• Leveraged the advanced visualization and analysis features of Oracle Business Intelligence
Enterprise Edition, enabling more efficient and in-depth analysis of data from across the
company’s telecommunications operations
• Established a telecommunication-specific data model with party, location, tariff, invoice,
subscriber, and customer entities, enabling the company to analyze its promotional
“Oracle offers the best tools for campaigns much more precisely
data integration and data access. • Automated most data warehouse maintenance processes and lowered the maintenance
We rely on Oracle’s software effort by nearly half
and expertise in each step of our
process. Oracle enabled us to
focus on what we really
do—transform data, apply
business rules, and ultimately
help our customers.”
mustafa Sabri Çikrikci, BI&DW
Team, Avea iletisim Hizmetleri
A.S.

22
 BANglADESH ElECTION COmmISSION

Oracle Customer:
Bangladesh Election Commission Improves
Bangladesh Election Commission
Dhaka, Bangladesh System Performance by 300%, Reduces
www.ecs.gov.bd
Administration Requirements by 20% to 30%
Industry:
Public Sector
“Oracle Exadata has provided us with advanced data security, processing, and
administration functions. By including the scalable database machine in our
identification and voter registration system, I believe we now have the best data
Employees: capturing and management solution available.”
1,500 Brigadier general Akhtaruzzaman Siddique, psc, te, National Project Director, PERP
and FINIDC Project, Bangladesh Election Commission
Oracle Products & Services:
The Bangladesh Election Commission (BEC) is an independent constitutional body
• Oracle Exadata Database Machine
responsible for conducting Bangladesh’s local and general elections. Headquartered in
• Oracle SOA Suite
Dhaka, the BEC has more than 600 regional offices and locations, and more than 1,500 staff.
• Oracle Business Intelligence
Enterprise Edition In 2007, the BEC engaged Oracle Partner TigerIT to develop a biometric identification and
• Oracle WebLogic Server
voter registration system for the 2008 Bangladesh general election. In 2010, TigerIT
returned to the BEC to upgrade the registration system by including Oracle Exadata
Database Machine X2-2 Full Rack, Oracle SOA Suite, Oracle Business Intelligence
Oracle Partner:
Enterprise Edition, and Oracle WebLogic Server to further consolidate citizen identification
TigerIT Bangladesh ltd
data and improve security and system management capabilities.
www.tigeritbd.com

Challenges
• Upgrade a biometric identification and voter registration system to further consolidate
citizens’ data, such as fingerprints and photos; improve data security; and reduce
administration requirements
• Ensure the database can scale to accommodate around 3% to 5% more registrations per
year, as more citizens reach legal voting age
• Improve processing speeds and system performance in preparation for future elections

Solutions
• Included Oracle Exadata Database Machine in its upgraded biometric identification and
voter registration system to provide a consolidated, scalable, and more manageable
database platform
• Stored biometric and alphanumeric data—such as four fingerprints per person, photos,
signatures, and contact details—for up to 100 million Bangladeshi citizens in a single
database machine
• Improved biometric identification and voter registration system performance by 300%,
despite using a single database rather than the 535 databases necessary in the previous
system
• Reduced database administration and management requirements by 20% to 30%, by
making it faster and easier to index data and add data files
• Improved security and avoided the risk of data tampering and human error, by developing
integrated reporting capabilities based on Oracle best practices to track and analyze how
staff across 602 locations used the identification system

23
BANglADESH ElECTION COmmISSION

• Handled 6,000 concurrent verification queries—such as matching voters’ details—during

tests
• Enabled the system to generate results from identification queries in less than 30 seconds
based on just entering four fingerprints, which was not possible in the previous system
• Easily added new online biometric citizen identification services, such as ID card
verification and fingerprint identification, and improved online data management using
Oracle WebLogic Server and Oracle SOA Suite
• Potentially enabled the commission to provide online citizen identification services to
various other government and non-government organizations

Why Oracle
The BEC engaged Oracle Partner TigerIT to upgrade its original biometric identification
and voter registration system with Oracle Exadata and Oracle SOA Suite, as both companies
believed these products provided the fastest, easiest to manage, and most secure and scalable
system infrastructure available.

“Oracle Exadata’s 14 storage servers and eight database servers are more than able to
underpin our biometric identification and voter registration system,” said Brigadier General
Akhtaruzzaman Siddique, psc, te, national project director, PERP and FINIDC Project,
Bangladesh Election Commission. “The database machine has provided us with advanced
security, processing, and administration functions. By including the scalable database
machine in our identification and voter registration system, I believe we now have the best
data capturing and management solution.”

“In terms of speed, availability, backup, security, and business intelligence capabilities,
Oracle is the world leader,” said A. H. M. Abdur Rahim Khan, IT system consultant for
preparation of electoral roll with photographs, United Nations Development Programme,
and Bangladesh Election Commission (PERP, UNDP and BEC). “It was a logical choice for
us to select Oracle Exadata and Oracle SOA Suite to develop a database of this size and
complexity.”

Implementation Process
The BEC engaged TigerIT in late 2010 to upgrade its biometric identification and voter
registration system. TigerIT included Oracle Exadata, Oracle SOA Suite, Oracle Business
Intelligence Enterprise Edition, and Oracle WebLogic Server in its upgraded TigerIT
Identity Management Credentialing (TIdMC) solution and redeployed it in just three weeks,
rather than requiring a few months as other systems have done.

BEC went live with the completed solution in April 2011.

24
 BANglADESH ElECTION COmmISSION

Partner
After it initially developed the BEC’s biometric identification and voter registration system
in 2008, the commission reengaged TigerIT to upgrade and redeploy the system in 2010.

TigerIT also provided a number of BEC employees with training, so they could in turn train
their colleagues.

“TigerIT always provides prompt and easily accessible support,” said Siddique. “Its overall
services and products have been superb.”

25
BNP PARIBAS

Oracle Customer:
BNP Paribas Runs Global Trading Environment
BNP Paribas
Paris, France 17-Times Faster with Oracle Exadata
www.bnpparibas.com
BNP Paribas, born in 2000 out of the merger of Banque Nationale de Paris (BNP) and
Industry: Paribas, is one of the largest financial institutions in the world, the largest bank in the
Financial Services Eurozone in terms of deposits, and the 7th largest bank globally, according to the 2010
Forbes 2000. Operating across Europe, the group has domestic retail banking markets in
France, Italy, Belgium, and Luxembourg. It also has one of the largest international
Annual Revenue: networks, with operations in 83 countries.
Over US$5 Billion

Challenges
Employees: • Provide transparency within the global trading environment and improve compliance
200,000 reporting and application performance
• Cope with exponentially growing data in the data warehouse, between 150 gigabytes a
Oracle Products & Services: day, to more than 450 gigabytes daily
• Oracle Exadata Database Machine • Manage more than 4 billion financial transactions per day in real time with efficiency
• Oracle Data Guard
• Standardize all information flows within the global trading environment onto one platform
to create a level of agility not previously achieved in a reporting and statistics platform

Solutions
• Deployed Oracle Exadata Database Machine to reduce the size of the global trading data
warehouse from 40 terabytes to less than 8 terabytes with hybrid columnar compression
• Accelerated data loading six-fold and achieved much faster query execution
time—completing queries in less than one second, down from an average of 30 seconds to
one minute per query
• Achieved report throughput that is 17 times faster than on the legacy system
• Reduced tuning and maintenance burden and costs with Oracle Exadata’s automated
tuning capabilities
• Allowed the database administration team to reallocate development resources to work on
writing code, as opposed to simply managing the database

“I can get tables that were already

compressed down to 1 terabyte
in Oracle Database 10g down to
185 gigabytes using the hybrid
columnar compression in Oracle
Exadata Database Machine. That
brings massive benefits in terms
of manageability.”
Jim Duffy, Senior Data
Warehouse Architect,
BNP Paribas

26
 BOKWANg FAmIlYmART CO., lTD

Oracle Customer:
Bokwang Family mart Co., ltd Processes
Bokwang Family mart Co., ltd
Seoul, Republic of Korea 900,000 Order Transactions in Less Than 10
www.Familymart.co.kr
Minutes
Industry:
“I believe Oracle Exadata is the best choice for high volume data processing. We
Retail
can now process up to 900,000 order transactions in less than 10 minutes. Faster
data processing has brought great efficiencies to our business.”
Annual Revenue: Im Young-seok, Team Manager, Systems Planning Team, Information System
US$1.7 Billion Department, Bokwang Family mart

Employees: Bokwang Family mart is South Korea’s leading convenience store chain, with 5,000 outlets
1,058 across the country. The company is aiming to increase the number of outlets to 8,000 by
2015 to ensure customers have easy access to fresh food, groceries, and other items. Bokwang
Family mart also has a strong corporate social responsibility ethic. The company uses
Oracle Products & Services: environmentally friendly packaging for its lunch boxes, sandwiches, hamburgers, and hot
• Oracle Exadata Database Machine dogs; and in March 2010 opened its first ‘Green Store’, built using sustainable materials.
The company also works with local communities to publicize local cultural events.

Bokwang Family mart had an ageing ordering system that struggled to efficiently process
stock orders as the number of retail stores increased. It was taking up to 50 minutes to
process daily stock orders, about five times longer than the company would have liked. The
lengthy order processing time affected deliveries, which meant stores did not always receive
stock on time.

In April 2010, Bokwang Family mart implemented the Oracle Exadata Database Machine.
The result was a dramatic improved order processing times, so that the company can now
process up to 900,000 orders in seven to eight minutes. The order filtering task can be
completed in 30 seconds, compared to 15 minutes previously. Retail stores are now receiving
the right amount of stock on time for seamless trading.

Slow Order Processing Impacts Deliveries and Sales

For the retail industry, the efficient operation of point-of-sale and stock ordering systems is
highly important. These systems must be able to process hundreds of thousands of
transactions a day. Any system issues that affect the speed at which orders are processed will
have flow-on effects on delivery and distribution times. If stores do not receive stock on time,
they will miss out on sales and risk losing customers.
Bokwang Family mart stores order stock throughout the day. Orders are processed daily and
sent to a logistics center, which then organizes three deliveries a day, based on location and
transportation schedules.
As the number of stores and product ranges increased, Bokwang Family mart found that its
ageing ordering system was not processing orders as quickly as it should. It could take up to
50 minutes to process daily stock orders, when ideally the task should be completed in less
than 10 minutes. The lengthy order processing time affected delivery schedules, which
meant stores did not have stock to sell and began losing out on sales. Logistics costs were
also increasing.
Bokwang Family mart had deployed enterprise-class servers and in-memory database systems
to address system performance issues, but these solutions did not result in any noticeable
improvements in processing speed. After learning about Oracle Exadata at an Oracle
seminar, the company decided to deploy the solution to run its ordering system.

27
BOKWANg FAmIlYmART CO., lTD

Order Processing and Filtering Times Cut

Key Benefits:
• Processed up to 900,000 orders in less Oracle Exadata has significantly improved performance since it went live in April 2010.
than 10 minutes, compared to 50 For example, the ordering system can now process up to 900,000 orders in seven to eight
minutes previously minutes, about three minutes faster than the mandated 10 minutes and significantly faster
• Completed order filtering and product than the 50 minutes required before Oracle Exadata was implemented.
code checking in 30 seconds, Orders are also filtered much faster. This task involves collating orders from stores, checking
compared to 15 minutes, previously the validity of product codes, confirming the validity of transaction dates, and checking
• Analyzed 16 months worth of order, stock availability. Under the old system, this took 15 minutes, but after implementing
product, and revenue data in 30 Oracle Exadata, it is now completed in 30 seconds. The time taken to aggregate and send
seconds, from five minutes previously orders to the logistics center was greatly reduced, giving staff extra time to double check
• Achieved on-time delivery, ensuring
their orders.
stock is available in stores for sale “Oracle Exadata has greatly exceeded our expectations,” said Im Young-seok, team manager,
• Ensured adhering to high quality systems planning team, information system division, Bokwang Family mart. “We have not
standards for fresh food delivery encountered a single problem, and our staff is highly satisfied.”
• Freed IT staff to focus on fixing
system errors Analysis Time Cut from Five minutes to 30 Seconds
Oracle Exadata’s clustering capabilities ensure high availability and fast data processing.
Bokwang Family mart found the solution so powerful that it uses it for data analysis, as well
as online transaction processing.
Together with Oracle Exadata, the point-of-sale ordering system can now analyze up to 16
months worth of order, product, and revenue data in 30 seconds, compared to five minutes in
the past.

Delivery Times Improved

Faster order processing times have enabled Bokwang Family mart to set more efficient
delivery schedules with the logistics center and consumer product manufacturers. By
realizing on-time deliveries, the company can provide customers with the products they
want, when they want it.
In addition, Bokwang Family mart can also ensure high quality standards for fresh food
products such as lunch boxes that need to be delivered quickly to ensure they do not spoil.

more Time for Error Fixing

With order processing times cut, IT staff has more time to maintain systems and address
issues. In the past, if an error occurred during order processing, staff did not have time to
check the cause of the error, as they were more concerned about getting orders processed.
Now, staff has the time to determine the root cause of system errors and ensure they do not
recur.

28
 BOKWANg FAmIlYmART CO., lTD

Streamlined Infrastructure Reduces Costs

Bokwang Family mart has reduced IT costs by streamlining its IT infrastructure. In the past,
the company’s ordering and analysis systems were run on eight servers, but now both
systems can be run on a single Oracle Exadata Database Machine Quarter Rack and six Web
servers. The two storage systems previously attached to the ordering and analysis systems
have been integrated into the Oracle Exadata Storage Server, further reducing hardware costs.
Bokwang Family mart expects the Oracle Exadata infrastructure to maintain its current level
of performance for the next five years without the need to purchase additional hardware. The
company is confident the platform will be able to support its planned expansion to 8,000
stores by 2015. It will consider extending Oracle Exadata to other applications in the future.

Why Oracle?

Performance and reliability are the two most important features in an ordering system.
Bokwang Family mart was initially hesitant about implementing Oracle Exadata, as there
were no local references to vouch for the software’s performance. However, a series of tests
over three months convinced Bokwang Family mart that Oracle Exadata would deliver the
performance, reliability, and high availability it was looking for. The company was also
impressed with Oracle’s extensive technical support.

Implementation Process

Bokwang Family mart took three months to migrate data, tune the Oracle Database, and set
parameters for tables and queries. This ensured the system would perform optimally when it
went live in April 2010.

Bokwang Family mart is South Korea’s leading convenience store chain, with 5,000 outlets
across the country.

29
CCC INFORmATION SERvICES INC.

Oracle Customer:
CCC Information Services Inc. Transforms IT
CCC Information Services Inc.
Chicago, IL Infrastructure to Support Growth in Evolving
www.ccc.cccis.com
Insurance Claims Industry
Industry:
Insurance
“CCC Information Services, which has been doing cloud computing for nearly 20
years, is a leader in delivering cloud-based solutions for auto insurance claims.
Oracle helps us remain at the forefront of our industry by offering a single source
Employees: for essential software and, now, hardware with the introduction of Oracle Exadata.”
900 Chetan ghai, Senior Vice President Global Marketing and Product Strategy, CCC
Information Services Inc.
Oracle Products & Services:
CCC Information Services Inc. is a leading provider of automobile physical-damage-claims
• Oracle WebLogic Server
solutions in the United States, working with more than 350 insurance companies, 21,000
• Oracle SOA Suite repair facilities, and 3,500 parts suppliers.
• Oracle Coherence
• Oracle Exadata To manage its operations more efficiently, and support company growth and expansion into
new markets, CCC launched a business transformation initiative in 2007. The company
• Oracle Identity Management
wanted to eliminate its dependency on mainframe applications, which required overhauling
the underlying technology platform for its business-critical systems, such as applications
that connect insurance companies to repair facilities or connect CCC to its insurance and
repair customers and vendors. CCC chose Oracle as a strategic partner and deployed Oracle
Fusion Middleware, specifically, Oracle WebLogic Server, to serve as the backbone behind its
network, which processes approximately 1 million business events each day. CCC also uses
Oracle SOA Suite to more tightly integrate with external parties, including customers and
vendors, such as salvage yards and parts suppliers. The new technology infrastructure has
delivered three important benefits: improved availability and performance, greater agility to
meet changing needs, and streamlined system management.

Challenges
• Facilitate a business wide IT transformation by migrating the company’s underlying
technology platform for mission-critical applications from a mainframe system to a modern
IT infrastructure
• Support more than 1 million business events daily
• Enable complex and unique workflows and business rules that are required to work with
industry participants that range from insurance companies to auto repair shops and parts
suppliers
• Meet customer and vendor demand for highly available business applications
• Support continued innovation, such as the launch of next-generation predictive solutions
and mobile applications
• Provide a flexible IT foundation to support front-end application changes, such as the
introduction of mobile applications

Solutions
• Migrated the technology platform for CCC’s business-critical applications to Oracle Fusion
Middleware, improving performance while reducing overall total cost of ownership (TCO)

30
 CCC INFORmATION SERvICES INC.

• Implemented Oracle WebLogic Server as the backbone for the system that processes
application workflows, facilitating more efficient business processes between CCC, its
repair facility, and insurance company customers, while reducing system management
burden
• Increased agility, enabling the company to react more quickly to changing vendor and
customer needs
• Simplified workflow and business rules management with Oracle SOA Suite, which
provides greater visibility into how applications are configured, making it easier to
monitor and improve performance
• Reduced development time, since Oracle SOA Suite enables users to configure workflows
without writing new code for each one
• Gained the ability to support increasingly mobile end users, thanks to Oracle SOA Suite
and its ability to reuse back-end services, which has, for example, enabled the company to
make client claim folders available on a smart phone or a tablet without redesigning the IT
infrastructure
• Improved system availability thanks to the flexibility Oracle Coherence provides in
managing the entire technology stack and enabling the company to use session
management and cache refresh tools to bring infrastructure components down for
maintenance without interrupting service
• Deployed Oracle Exadata to reduce single points of failure in the database environment
and provide 24/7 availability, which will be critical going forward as the company
introduces next-generation products, including predictive solutions
• Expected to significantly improve performance and cost-effectively increase storage
capacity 10-fold with Oracle Exadata
• Simplified data management with Oracle Exadata, which has helped reduce resource
requirements for infrastructure management, ultimately lowering TCO
• Enabled single sign-on across applications with Oracle Identity Management, which has
simplified access for end users, including insurance appraisers and adjusters, because they
can access multiple applications using a single log in
• Expected to achieve full return on investment in three years

Why Oracle

CCC Information Services chose Oracle because, across all of the technology areas it looked
to improve, Oracle by far had the greatest breadth and depth of solutions. The IT team was
also pleased with the executive relationship and the sponsorship it received from various
levels within Oracle.

31
CCC INFORmATION SERvICES INC.

“CCC Information Services is powering the automobile physical-damage-claims industry,

and Oracle Fusion Middleware is our strategic choice to enable our industry-leading claims
platform,” said Chetan Ghai, senior vice president, global marketing and product strategy,
CCC Information Services Inc.
Going forward, CCC is working with Oracle to identify and support its next-generation
tools. For example, CCC plans to build its next generation of predictive solutions on Oracle
Exadata. With Oracle Exadata, CCC has seen how having a single provider for software and
hardware has helped to simplify its tactical environment and reduce costs.

Implementation Process
CCC’s IT platform transformation project was very complex and involved support for
multiple workflows. A five-person team worked more than 24 months to fully deploy the
solution while minimizing the impact to CCC’s customer base. The team also scaled the
system to handle up to 17,000 concurrent users, each completing an average of 15
transactions per session.

32
 DEuTSCHE BANK Ag

Oracle Customer:
Deutsche Bank Ag Optimized Data Warehouse
Deutsche Bank Ag
Frankfurt, Germany Infrastructure Ensures More Efficient Credit Risk
www.deutsche-bank.de
Reporting
Industry:
Financial Services
Deutsche Bank AG is a leading global investment bank with a substantial consumer
banking business and business segments that support and reinforce each other. Deutsche
Bank is the leader in Germany and Europe, and is growing steadily in North America, Asia,
Employees: and other emerging markets.
More than 100,000
The bank is exposed to many risks, including credit obligation, volatile market prices,
liquidity, and legal and regulatory issues that affect capital and reputation. Risk assessment,
Oracle Products & Services:
reporting, and evaluation are critical for daily operations.
• Oracle Exadata Database Machine
A high-quality data warehouse is the foundation for regulatory risk assessment and serves
• Oracle Linux
more than 500 active users and thousands of other users worldwide as the central
information source for analysis, with approximately 20 terabytes (TB) of data. Escalating
data and reporting demands—stemming from internal needs and external legal
requirements—require strategic realignment to new data management methods.

With the implementation of Oracle Exadata Database Machine, data processing performance
improved significantly, and the bank acquired the ability to analyze increasing data volume
in much shorter cycles. In addition, compressing the data volume by 75% reduced electrical
usage and costs.

Challenges
• Establish real-time credit risk, regulatory law, and internal management reporting to
optimize credit risk analysis, as the ability to perform daily analyses of risk ratios is
increasingly important
• Consolidate information from credit risk assessments, aggregation, and analyses into a
single data warehouse
• Create a future-oriented, high-performance database infrastructure to maintain increasing
data volume and ensure timely credit risk reporting
• Decrease data memory demands while ensuring capacity for future growth, as the bank
maintains 20 TB of data for current and historical credit risk assessments and requires
further memory for other source systems and data warehouse applications
• Establish a high-performance environment to adequately serve more than 500 active users
and thousands of other global users that require information in varying formats

Solutions
• Implemented Oracle Exadata Database Machine X2-8 running on Oracle Linux to generate
quarterly, monthly, weekly, and daily reports
• Improved database performance dramatically, even with increasing data requirements
• Generated internal and regulatory reports 50% faster, while assuring capacity for
additional growth resulting from new financial regulations, such as Basel III
• Increased data volume in the data warehouse and made it more easy to manage

33
DEuTSCHE BANK Ag

• Used Oracle Exadata Database Machine to compress storage and reduced data volume by
75%, which decreased costs by approximately 20% due to lowered storage requirements
and electricity usage
• Ensured high-performance for internal and external users, including automatic data
delivery to various regulatory authorities, such as the Bundesbank

Why Oracle
Oracle clearly led in its proof of concept for performance and compression capabilities,
delivering a complete and seamless hardware and software solution. Thanks to Oracle
Exadata Database Machine’s scalability the bank is well prepared to handle future volume
increases and greater reporting demands.

Implementation Process
During phase one, pertinent credit assessment data was migrated to Oracle Exadata Database
Machine. By the end of 2011, the next phase was completed, which involved migrating the
entire data warehouse and source systems into Oracle Exadata Database Machine.

34
 DIAlOg SEmICONDuCTOR PlC

Oracle Customer:
Dialog Semiconductor plc Improves Corporate
Dialog Semiconductor plc
Kirchheim/Teck, Germany Database Solutions Using Exadata
www.dialog-semiconductor.com
Dialog Semiconductor creates energy efficient, highly integrated, Mixed-signal circuits
Industry: optimized for personal mobile, lighting and display, and automotive applications. The
High Technology company provides flexible and dynamic support, world-class innovation and the assurance of
dealing with an established business partner. Dialog Semiconductor plc is headquartered
near Stuttgart with a global sales, R&D, and marketing organization.
Annual Revenue:
US$218 Million
Challenges
• Upgrade the current IT system to one that has sufficient capacity and performance for the
Employees:
highly demanding tasks of collecting and analyzing complex measurement data to assure
380
product quality for semiconductors and integrated circuits
• Supply an innovative and flexible solution that aligns with the company’s own business
Oracle Products & Services:
philosophy and can scale up as the business continues to expand
• Oracle Exadata Database Machine
• Institute a unified solution that requires less maintenance than an individually assembled
• Oracle Partitioning
one
• Oracle Database 11g
• Ensure high availability to prevent interruptions to the manufacturing process
• Oracle Premier Support

Solutions
Oracle Partner:
Hunkler gmbH & Co. Kg • Deployed a solution based on the Oracle Exadata product family developed around Oracle’s
www.hunkler.de Sun hardware and Oracle Database 11g Release 2, improving performance enormously
• Reduced the time spent on frequently executed data postprocessing jobs from 2.5 hours to
15 or 20 minutes
• Cut the time spent on continuous manufacturing data loading jobs from 60 minutes to 6
minutes—a ten-fold acceleration
• Guaranteed high availability thanks to redundancy in the cluster where the solution is
installed
• Ensured scalability by factoring in growth for the next three years, as well as capabilities
for integrating further applications
• Reduced administrative expenditure dramatically, freeing up administrator resources

“Oracle Exadata Database

Machine is tailor-made for our
applications that are demanding
on computation power and
online data aggregation.”
Kariem Yehia, Head of IT, Dialog
Semiconductor plc

35
DIgICEl HAITI

Oracle Customer:
Digicel Haiti Delivers Timely Data to Drive
Digicel Haiti
Port-au-Prince, Haiti Business Strategy as Country Rebuilds Following
www.digicelhaiti.com
Earthquake
Industry:
Communications
“Our market growth is completely related to the benefits we have achieved with
Oracle Exadata Database Machine. With the faster data warehouse, we can give our
business users timely access to strategic information, helping them to target sales
Employees: efforts, quickly resolve network problems, and deliver reliable, quality service to
1,000 our customers across Haiti.”
Rabih Youssef, Chief Information Officer, Digicel Haiti
Oracle Products & Services:
Part of the Digicel telecommunications group, which operates throughout Latin America

• Oracle Exadata Database Machine

and the Caribbean, Digicel Haiti launched in 2006 and today serves more than 3 million

• SPARC Enterprise M5000

cellular customers. The company’s mission to provide its customers with reliable cellular

• Oracle Solaris service became even more important after the 2010 earthquake, as many Haitians rely on

• Oracle Enterprise Manager cellular phones as their only means of communication.

• Oracle Consulting Advanced

To manage the business strategically and meet growing customer needs, Digicel Haiti
Technology Services
required a faster, more reliable data warehouse. To achieve these goals, the communications
• Oracle Advanced Customer
provider migrated its existing data warehouse to Oracle’s Exadata Database Machine X2-2
Support Services
HC Half Rack. Since deploying the system, it has gained access and insight into customer
intelligence previously unavailable, helping Digicel Haiti transform the way it addresses the
Oracle Partner: market. The provider completed the complex IT project under stressful post-earthquake
Fujitsu conditions without interruption to the day-to-day business operations. Since deployment,
www.fujitsu.com Digicel Haiti has been able to expand the hours it services its customers and accelerate the
time it takes to provide sales, marketing, and customer care staff with key data to drive the
business.

Challenges
• Ensure the company can provide the reliable, high-quality cellular service on which its

subscribers in Haiti rely, often as their primary form of communication

• Resolve data warehouse performance issues that previously caused delays in providing

business users with vital data needed to target sales efforts, resolve communications

network problems, and deliver customer care

• Establish a stable foundation for future company and network growth along with the

flexibility to adapt to changing market demands

Solutions
• Migrated its 38 terabyte data warehouse onto Oracle’s Exadata Database Machine X2-2

HC Half Rack in just two months, gaining significant performance increases that ensure

business users have the data they need, such as customer event records, to make strategic

decisions to improve service and grow revenue

• Improved system performance by 55% overall, eliminating the need to run central

processing units (CPUs) and memory at full capacity

• Provided an average of 50 daily users with quick access to the data warehouse query tool,
enabling them to quickly find data and run reports

36
 DIgICEl HAITI

• Reduced the time required to deliver key business reports from 8-to-10 hours to 3-to -4
hours
• Enabled business users—ranging from sales staff all the way to C-level executives—to
arrive at 8 a.m. and immediately view the previous day’s reports, helping them to
strategically target sales outreach, network maintenance, and other customer-facing
activities
• Reduced storage requirements due to the built-in storage in Oracle Exadata, freeing the
organization’s legacy storage system for other purposes
• Guaranteed rapid data warehouse recovery in 4-to-6 hours instead of the 10-to-15 hours
required in the legacy environment, which is vital to recovering business operations in the
event of a future emergency situation, such as another earthquake or hurricane
• Gave the organization the agility that it needs to adjust network bandwidth to follow the
migration of customers in the event of a disaster
• Simplified overall management of the provider’s IT environment, which includes more
than 300 servers and several databases

Why Oracle
Digicel Haiti wanted an out-of-the-box solution to quickly resolve its data warehouse
performance issues. It benchmarked Oracle Exadata Database Machine against several other
options and, ultimately, chose Oracle Exadata because of its performance and speed, the
company’s familiarity with Oracle products due to the company’s use of Oracle Database,
and the solution’s compatibility with third-party systems, including Digicel Haiti’s
reporting system. Also, Digicel Haiti felt confident in the support provided by Oracle
Partner Fujitsu. On the hardware side, Digicel Haiti has relied on Oracle’s SPARC
Enterprise M-Series servers since its 2006 launch and continues to rely on these products
because it feels they are a good fit for the demands of the communications industry. Digicel
Haiti uses SPARC Enterprise M5000 servers running Oracle Solaris as back up data
warehouse system.

Implementation Process
Digicel Haiti completed the very complex migration in just two months despite very
difficult working and living conditions for its IT staff following the earthquake. Along with
Oracle Partner Fujitsu, it also worked closely with Oracle Consulting Advanced Technology
Services to gain the expertise required to complete a smooth migration. After migration,
Digicel Haiti ran the legacy environment and Oracle Exadata in parallel for two weeks to
ensure a smooth transition and to benchmark performance improvements. In the near future,
Digicel Haiti plans to add another Oracle Exadata half rack to provide a full rack system and
enable database consolidation. It will also work with Oracle Advanced Customer Services to
complete an upgrade and to reconfigure some of its database nodes to optimize performance.
The provider will then explore compression features inherent in Oracle Exadata with the aim
of improving future capacity.

37
DIgICEl JAmAICA

Oracle Customer:
Digicel Jamaica Boosts Processing and Query
Digicel Jamaica
Kingston, Jamaica Response Times, Reduces Storage Requirements
www.digiceljamaica.com
“With our goal to provide the highest quality communication services to our
Industry: customers, we needed a highly scalable data infrastructure that provides
Communications unparalleled performance, which is why we chose Oracle Exadata Database
Machine. We’ve achieved rapid gains in internal reporting and look forward
to extending the power of our new infrastructure to support our 11 million
Employees: subscribers.”
5,500 Pascal Assaad, IT Director, Digicel Jamaica

Oracle Products & Services: Since its launch in 2001, Digicel Jamaica has become the fastest growing wireless

telecommunications operator in the Caribbean. In four years, Digicel became renowned for

• Oracle Exadata Database Machine

competitive rates, unbeatable coverage, superior customer care, a wide variety of products

• Oracle Advanced Customer

and services, and state-of-the-art handsets. It is the largest global system for mobile (GSM)

Support Services communications operator in the region. By offering innovative wireless services and

community support, Digicel has become a leading brand in the Caribbean and has placed

the region at the cutting edge of wireless communications.

Digicel’s IT organization acts as a shared service for the company’s operations. As part of its
duties and service level agreement (SLA) with internal clients, the IT team is responsible for
delivering operations reports to business managers in 16 Caribbean markets by 8 a.m. daily.
These reports are critical to Digicel’s business as they include data about active subscribers,
daily revenue, promotions, and more. Digicel uses the information to make critical decisions,
such as the types of promotions to launch, target audiences, and campaign timing. It is
therefore, imperative that the information reaches managers in a timely manner.

As data volume grew, Digicel’s legacy data warehousing IT environment could no longer

keep pace with reporting requirements. Query times had become longer, and senior

managers were receiving data that was 48 hours old-which, in the fast-moving

communications sector, is unacceptable.

To address these issues, Digicel’s IT team worked with Oracle Advanced Customer Support
Services to deploy, with zero downtime, Oracle Exadata Database Machine, greatly
improving operational reporting and services for valued subscribers. With Oracle Exadata,
Digicel’s IT team can now deliver near-real-time key performance indicator (KPI) reports to
senior management—including the Chief Executive Officer, Chief Operating Officer,
Commercial Director, and teams in 16 Caribbean markets—by 8 a.m. each day, eliminating
a two-day lag in getting up-to-date data and vastly improving decision-making.

Digicel also worked with Oracle Advanced Customer Support Services to tune the new
environment and optimize queries, accelerating the time to realized value.

Challenges
• Provide the near-real-time operational information-such as number of active subscribers,
daily revenue, promotion data, and more-that managers need to make informed and agile
decisions that drive the company’s continued growth in the region
• Create a data infrastructure that can scale and deliver processing power required to support
the rapidly growing communications provider and its more than 11 million subscribers
• Enable the shared services IT department to consistently meet SLA requirements set by

internal clients

38
 DIgICEl JAmAICA

Solutions
• Worked with Oracle Advanced Customer Support Services to implement Oracle Exadata
Database Machine X-2 Half Rack, with zero downtime
• Consolidated critical operational data for the company’s operations in 16 Caribbean
markets into a single database and gained the scalability and processing power required to
support the company’s three-year growth plan
• Gained the ability to run queries 5 to 15 times faster than in the legacy environment
• Reduced storage requirements by almost 40%, using Oracle Hybrid Columnar
Compression
• Enabled the Digicel IT team to deliver communications services KPI reports to senior
level management by 8 a.m. each day-eliminating a two-day lag in data, improving
decision-making, and meeting the group’s SLA requirements
• Provided executives with the ability to make faster decisions about critical promotional
programs, as they can now see timely information about subscriber numbers and service
minutes
• Cut power consumption as well as consolidated two servers—one for data warehousing and
one for reporting—onto a single platform, reducing IT complexity and streamlining
systems management
• Laid the groundwork to expand the Oracle Exadata Database Machine environment to
support other critical business applications, which will, ultimately, improve customer
service
• Leveraged Oracle Advanced Customer Support Services’ expertise to tune the new
environment and optimize queries, accelerating time to value

Why Oracle
“We considered several database performance solutions—including Oracle Exadata, Teradata,
and IBM Netezza,” said Pascal Assaad, IT director, Digicel Jamaica. “Oracle Exadata
Database Machine quickly emerged as the best choice for our organization. It is powerful and
cost effective. In addition, we have an unlimited licensing agreement with Oracle, which
made the pricing structure even more attractive. Just as important, with existing Oracle
solutions already in place, we had the skill set we needed to maintain the new environment.”

Implementation Process
“At the onset of the project, we performed a proof of concept—in which we tested our own
queries—and saw significant improvement, including the ability to run queries up to 15
times faster,” Assaad said. “We then completed the full implementation in just three months
working with Oracle Advanced Customer Support Services to conduct critical tuning. In
particular, Oracle Advanced Customer Support Services was crucial in helping us optimize
our queries, which was key to the project’s success.”

39
ENKITEC

Oracle Customer:
Enkitec Improves Performance, Scalability, and
Enkitec
Irving, TX
Management of Hosted IT Services Environment
www.enkitec.com

Enkitec is an IT consulting firm—and Oracle Partner—serving businesses primarily in the

Industry: Southwestern United States. It provides complex database services, business intelligence,
High Technology and data warehousing, customer application development, and managed IT services, with a
strong presence in the utilities, energy, healthcare, and oil and gas sectors. During the past
two years the company has established a reputation for its leading expertise on the Oracle
Employees:
Exadata platform.
More than 50

Challenges
Oracle Products & Services:
• Ensure an IT infrastructure that is high performing and highly scalable to support
• Oracle Exadata Database Machine Enkitec’s hosted IT services customers, including transaction-intense businesses, such as
utilities and oil and gas companies
• Streamline and optimize management of Enkitec’s IT environment for the hosted IT
customers to enable highly reliable and cost-effective service
• Meet the needs of customers who want to efficiently consolidate databases from many
servers to a single-server environment for better efficiency and easier management

Solutions
• Deployed Oracle Exadata Database Machine as an integral component of Enkitec’s hosted
IT services environment, offering clients enhanced performance, scalability, and
maintainability over legacy platforms
• Consolidated up to 20 servers on a single Oracle Exadata Database Machine, resulting in a
reduced server footprint, lower management costs, and decreased cooling, ventilation, and
power requirements
• Consolidated two full racks of hardware in the company’s hosted IT services environment
to a single Oracle Exadata Database Machine, saving data center floor space
• Avoided US$100,000 in power and cooling retrofits with the deployment of Oracle
Exadata Database Machine, compared to the installation of equivalent hardware systems
• Implemented Oracle Exadata Database Machine seamlessly and efficiently, with zero
unplanned outages or hardware failures since deployment

“Oracle’s Exadata platform gives

us the performance, reliability,
and security our client’s
demand. It delivers these results
cheaper than lower performing
alternatives.”
P Wade Nicolas, President,
Enkitec

40
 E-PluS mOBIlFuNK gmBH & CO. Kg

Oracle Customer:
E-Plus mobilfunk gmbH & Co. Kg Centralizes
E-Plus mobilfunk gmbH & Co. Kg
Düsseldorf, Germany Data Warehouse to Prepare for Increase in Data
www.eplus-gruppe.de
Volume
Industry:
“Our goal is to ensure the stability and performance of our data warehouse for the
Communications
next two to three years. With Exadata Database Machine, we can now handle the
rapidly increasing quantities of data typical for mobile phone network providers,
Annual Revenue: without having to carry out additional software optimization projects.”
Under US$100 Million Andreas Heinrich, Department Manager ERP & BI Technology, E-Plus Mobilfunk
GmbH & Co. KG

Employees:
E-Plus Mobilfunk GmbH & Co. KG (E-Plus Group), a leader in the German
4,500
telecommunications market, has successfully transitioned itself over the last few years from a
mobile phone network provider to a multi brand enterprise. With its own brands and strong
Oracle Products & Services: partnerships, the company’s broad product portfolio is tailored to meet the needs of various
• Oracle Exadata Database Machine
mobile network customer segments. E-Plus Group services more than 22.1 million
customers and is experiencing continued growth.
• Oracle Database 11g Release 2,
Enterprise Edition Due to its impressive growth, E-Plus’ existing data warehouse infrastructure had reached its
• Oracle Real Application Clusters 11g capacity. The data warehouse’s performance was below par with low satisfaction among its
Release 2 500 users. In addition, as a result of the architecture’s complexity, administrative effort was
• Oracle Linux very high. It was also not possible to guarantee service during unexpected disasters or to
guarantee operating hours that met the service level agreement (SLA).

To prepare for increased data volume from the proliferation of data-hungry smart phones and
applications, as well as to address performance concerns, E-Plus Group centralized its
disparate hardware environment into a central platform using Oracle Exadata Database
Machine x2-2 HC Full Rack. With the implementation, E-Plus compressed data volume by
55% to prepare for future data growth. In addition, the company reduced month-end
closing time by 25% to 80%. To address availability concerns, E-Plus leveraged Oracle
Database 11g Release 2, Enterprise Edition with Real Application Clusters to implement a
cost-effective fail-over environment that is deployable and productive for reporting within
24 hours of a disaster striking.

Challenges
• Acquire performance and stability within a data warehouse infrastructure that contains five
servers holding 35.5 terabytes (TB) of data
• Reduce time required to generate monthly reports regarding participant analysis,

telephone evaluation, or preparation of the customer mining center

• Establish an efficient, high-performing daily reporting system that covers SIM card
registration and customer contract cancellations to recognize market changes in real-time
• Ensure data warehouse availability by upgrading from existing server hardware and storage
area network, as well as establish SLAs for operating hours
• Upgrade hardware to accommodate an expected data increase of 5 to 10 TB in 2012
• Optimize software to ensure that important reporting processes function properly in the

future

41
E-PluS mOBIlFuNK gmBH & CO. Kg

Solutions
• Implemented a central infrastructure based on Oracle Exadata Database Machine x2-2 HC
Full Rack running on Oracle Linux to centralize the data warehouse and eliminate
hardware bottlenecks
• Optimized performance and stability in daily operations and month-end closing processes
• Reduced month-end closing time by 25% to 80% according to task, providing call
participant analysis reports in less than 12 hours, compared to the previous 48 hours
required
• Improved daily reporting performance
• Leveraged Real Application Clusters 11g Release 2 to implement a fail-over
environment—and a second environment used for test and preproduction—that is
deployable and ready to produce reports within 24 hours of a disaster striking and that can
guarantee SLA operating hours
• Reduced administrative effort considerably by centralizing the hardware infrastructure
• Used Oracle Exadata compression to reduce data volume by 55%, which prepares E-Plus
for more data due to the increase in the use of smart phones and expansion of the mobile
internet

42
 FANCl CORPORATION

Oracle Customer:
FANCl Corporation Gains 360-Degree View of
FANCl Corporation
Yokohama, Kanagawa Prefecture, Japan Customers across Multiple Sales Channels, More
www.fancl.co.jp
than Doubles Data Warehouse Processing Speeds
Industry:
Consumer Goods
“Since we deal in large quantities of customer and sales data, we evaluated
high-performance applications based on factors, such as the price-to-performance
ratio. Our first impression of Oracle Exadata Database Machine was how fast it
Annual Revenue: was. We intuitively felt it was taking less than half the time to analyze the same
US$1 to US$5 Billion quantities of data as before.”
masaki Ikemori, Corporate Systems Group, Information Systems Division,
Employees: Administration Headquarters, FANCL Corporation
721
FANCL Corporation began operations in 1980 as a mail-order business selling
preservative-free cosmetics, a field in which it was regarded as a pioneer. Since then, the
Oracle Products & Services:
company has expanded its product range to include skincare, health supplements, and
• Oracle Exadata Database Machine nutritional products, such as green tea powder, kale powder, and brown rice powder. As its
• Oracle Business Intelligence product range expanded, FANCL added two more sales channels—in addition to mail
Enterprise Edition order—and its online shop. The company also sells its products in retailer stores, such as
• Siebel Marketing
supermarkets and drug stores.
• Oracle Consulting In 2010, FANCL began looking for ways to strengthen profitability and protect its market
share in the face of changing business conditions. The company implemented Oracle
Exadata Database Machine X2-2, Oracle Business Intelligence Enterprise Edition, and
Siebel Marketing. It has reduced the number of reports by three-quarters and increased the
number of users performing marketing analysis to around 300-half the company’s total
workforce.

Customer Differentiation Needed

In recent years, the number of companies offering health supplements, nutritional products,
and preservative-free skincare and cosmetics has increased, resulting in fierce competition.
According to Masaki Ikemori, corporate systems group, information systems division,
administration headquarters, FANCL Corporation, the company needed a system that
enabled visibility of customer details.

“Customers were not differentiated into specific groups, and it dawned on us that we were
not offering an appropriate response to each individual customer,” he said. “We could only
see how many customers we had, not what type of customers they were. For instance, we
could send out a news magazine to tens of thousands of our customers, but the only key
performance indicators we determined were the number of customers who read the magazine
or who made purchases within a specific time frame. We couldn’t see the attributes of the
customers, such as who they were and what was important to them.

“We realized we needed a customer-based approach, whereby each customer is treated as an

individual and approached in a personalized manner, along with a system that made such an
approach possible.”

greater Analysis Capabilities Required

FANCL Corporation also wanted to expand its customer and sales analysis capabilities.

43
FANCl CORPORATION

“Our previous analysis system was not user-friendly,” said Takuto Watanabe, corporate
systems group, information systems division, administration headquarters, FANCL
Corporation. “To analyze data, such as the number of a particular lipstick sold, staff needed
to be knowledgeable, not only about data infrastructure, such as where customer and product
data is stored and how to access it, but also which analytical tool among several would be the
most appropriate for a particular type of analysis. As the system was so complicated, only a
few people could use it.”
Another issue was that the analysis system was divided up by sales channel with one analysis
system for each channel, which made it impossible to see if a customer purchased from mail
order only, or if they also shopped online and/or in-store.
According to Rio Endo, corporate systems group, information systems division,
administration headquarters, FANCL Corporation, “There were cases where marketing
campaigns aimed at mail order channels contributed to in-store sales, such as customers who
purchased a three-month supply of a supplement online but their next three-months’ supply
in-store, but we had no way of measuring the correlation. Mail order campaigns were
measured simply by the results seen from mail-order sales. We needed a system that would
enable us to carry out a comprehensive analysis of what influences a particular campaign
could have on customers’ buying behaviors by channel, such as whether customers were
buying a health supplement online that was being promoted through a mail order
campaign.”
Finally, the analysis system also suffered from performance issues. “A single analysis, such as
a demographic query regarding age or location, would usually take between 30 and 60
minutes,” said Ikemori. “Analysis involving large quantities of data, such as the extraction of
specific demographic targets with a particular combination of gender, age, location, and
purchasing traits, would often take up to a week, including manual preparations.”
To resolve these issues, FANCL Corporation reformed its information systems to create an
environment that allowed for the rapid analysis of large quantities of data and would enable
people not well versed in IT to carry out advanced analytical procedures. To make this
possible, the company required a data warehouse where information on customers and their
purchases could be stored, a machine to process the vast quantities of data stored in this data
warehouse at high speed, and the construction of a plan-do-check-act (PDCA) cycle related
to marketing campaigns.
FANCL Corporation selected Oracle Exadata Database Machine X2-2 to serve as the
platform for the data warehouse; Oracle Business Intelligence Enterprise Edition to conduct
analysis; and Siebel Marketing, to evaluate the results of marketing campaigns. The
company started implementing these solutions in June 2010 and went live in May 2011.

Easy-to-use Business Analysis System used by Half the Company

Ensuring the usability of the business analysis system was critical to the reformation project.

44
 FANCl CORPORATION

“Once marketing staff and other front-line users were able to analyze product sales by
customer and sales channel, they could set up hypotheses and test them as rapidly as possible,
deepening their insight into the business,” said Watanabe. “In addition, by sharing this
knowledge across the organization, we could improve efficiency.”

In the past, the Information Systems Division had to produce a wide range of reports for
users in the sales and marketing departments. With Oracle Business Intelligence Enterprise
Edition, users can now create ad hoc reports themselves, lifting the burden on the
Information Systems Division by reducing the need to generate similar reports for different
users and divisions. This also makes it possible to compile and analyze reports immediately
if there is an issue or business opportunity in a particular product sector.

In addition, the company has reduced the number of reports by three-quarters—from 500 to
120—creating a standard set of reports and sharing information across the entire
organization, which saves time and resources.

The ease of use of the Oracle system has led to an increase in the number of users
undertaking analysis. “In the past, around 20 to 30 people in the marketing department
were analyzing data, but because the Oracle system is so user-friendly, it is now being used
by around 300 people, or approximately half of all employees,” said Watanabe.

360-Degree view of Customers

FANCL Corporation often runs marketing campaigns where gifts or discounts are offered to
customers who reach a certain number of points. These points are collected under a customer
loyalty program, and also allocated to customers who spend a certain amount of money
within a certain period.

However, it was difficult to tell with precision whether these campaigns were effective. The
company wanted to see whether it was meeting key performance indicators for all its
campaigns but couldn’t tell which campaign was generating mail order response rates or
walk-in customers by just using the results from the loyalty program.

“One of the reasons we could not measure the results of marketing campaigns was because
the standards of evaluation differed according to the sales channel and the marketer in
charge,” explained Endo. “We would measure the success of a retail campaign by the number
of customers visiting a store, but measure a mail order campaign by the number of responses
we received. However hard we tried, it just wasn’t possible to evaluate return on investment
by using the same standards to analyze and compare the results of various campaigns.”

Siebel Marketing enabled FANCL Corporation to resolve these issues. The system stores the
same information for different marketing campaigns, such as response rates, expected ROI
metrics, and how much that campaign contributed to revenue. The results of campaigns can
then be analyzed by combining and cross-analyzing this information with transaction data,
such as product order figures.

45
FANCl CORPORATION

“We wanted to look at what campaigns had been adopted for specific products in the past
and what sort of response we had from customers,” said Endo. “By visualizing this
information for each customer, we can develop marketing campaigns that are better targeted
to specific customers. Siebel Marketing enabled us to achieve this goal by providing a
360-degree view of customers, from what products they purchased, to which channels they
used, and how much they spent.”
Siebel Marketing has also allowed FANCL Corporation to measure and evaluate marketing
campaign results across multiple sales channels, using standard evaluation criteria. This has
enabled the company to complete more marketing PDCA cycles and gain a better insight
into how to make the next campaign more successful.
“By looking at customers across different sales channels, we can see which campaigns are
proving to be effective,” said Endo. “By doing this repeatedly, we can select those marketing
tactics that deliver the best results. This is the PDCA cycle we’ve now set in motion.”
The analysis system has already become indispensable for various departments. The company
has linked the Oracle system to its customer relationship management and efforts are being
made to improve the quality of marketing activities. According to Endo, “We didn’t have
clear criteria to measure marketing campaigns in the past. The new system has allowed us to
establish clear standards for accurately evaluating individual campaigns.”
Having created a platform for visualization, FANCL Corporation intends to embark on
projects involving other business systems, such as supporting storefront activities. By
bringing about further evolution in IT environments, the company hopes to enhance its
competitiveness yet further.

Oracle Exadata Database machine Enables Faster Analysis

When analyzing marketing activities and campaign results, sales order data over the past few
years had to be collated with customer data. However, the master data on customers and
sales transactions was as much as one terabyte. The previous system had difficulty extracting
the relevant information quickly and efficiently, so that a simple query on how many
customers had purchased a cleansing oil advertised in a marketing campaign, for example,
could take up to an hour.
Oracle Exadata Database Machine significantly improved the performance of the data
warehouse. According to Ikemori, it now takes less than half the time to process the same
amount of data.

Challenges
• Implement a user-friendly business analysis system that would provide staff with a
360-degree view of customers, including the sales channels they used
• Provide staff with more detailed information about each customer, so they could be treated
as individuals and approached in a personalized manner

46
 FANCl CORPORATION

• Measure the effectiveness of marketing campaigns, such as product promotions or special

offers, in depth, across customers, products, and sales channels
• Ensure the platform supporting the data warehouse could process large amounts of
customer and sales data, and support a high number of queries and concurrent users
• Enable users to create ad hoc reports to reduce the administrative load on the Information
Systems Division

Solutions
• Developed marketing campaigns that are better targeted to specific customers by gaining a
360-degree view of customers, from what products they purchased, to which channels they
used, and how much they spent
• Reduced the number of reports by three-quarters—from 500 to 120—by creating a
standard set of reports and accelerating information sharing across the organization
• Eliminated the need to generate the same report for different users in different departments
• Increased the number of users undertaking marketing analysis from 20 to 30, to around
300-half the company’s total workforce
• More than doubled data warehouse processing speeds by increasing the efficiency of data
extraction from the 1TB data warehouse
• Cut the time required to process simple queries by more than half
• Allowed users to create their own reports, lifting the burden on the Information Systems
Division and making it possible to compile reports immediately if there is an issue or
business opportunity in a particular product sector
• Acquired new knowledge about the business by ensuring users can analyze product sales by
customer and sales channel, such as whether they bought cosmetics via mail order and/or a
health supplement from the online store
• Enhanced the company’s ability to measure return on investment on various campaigns and
rotate the marketing PDCA cycle, by standardizing the evaluation criteria across all sales
channels
• Ensured a smooth implementation by engaging Oracle Consulting to provide consulting
services and high-quality training materials

Why Oracle
FANCL Corporation selected Oracle Exadata Database Machine after comparing several
products. “Since we deal in large quantities of customer and sales data, we evaluated
high-performance applications, based on factors such as the price-to-performance ratio,” said
Ikemori. “Our first impression of Oracle Exadata Database Machine was how fast it was. We
intuitively felt it was taking less than half the time to analyze the same quantities of data as
before.”

47
FANCl CORPORATION

Oracle Business Intelligence Enterprise Edition was chosen for its comprehensive analysis
and report-producing functions. “Oracle Business Intelligence Enterprise Edition has
outstanding operating features, making it easy to create reports,” said Watanabe.
Finally, the company selected Siebel Marketing as the software supported the optimization of
marketing activities. “What particularly impressed us when we assessed Siebel Marketing
was that we could use the system without having to interrupt our thought processes,” said
Ikemori. “Various types of customer information could be retrieved and verified from lots of
different viewpoints, and we particularly liked that it offered a 360-degree view of the
customer.”

Implementation Process
FANCL Corporation started implementing Oracle Exadata Database Machine X2-2, Oracle
Business Intelligence Enterprise Edition, and Siebel Marketing in June 2010 and went live
in May 2011.
During the implementation process, Oracle provided consulting and training services to
ensure FANCL Corporation experienced a smooth transition to the Oracle platform. “This
was a project in which coordination with other systems was essential, and Oracle was active
in helping us solve any integration issues,” said Ikemori.
Watanabe recalled that Oracle provided thorough support when the system was introduced
to ensure users would be comfortable and able to use it: “We created our own training
manual on the basis of materials provided by Oracle and incorporated our own terminology.
It was a high-quality manual that enabled us to provide efficient training.”
During the preparation phase before the system was up and running, 70 or so key people
from each division of FANCL Corporation were trained in its use and subsequently played a
central role in helping people in their divisions become familiar with the system. Each
person received around 10 hours of training.
“Because the system is so easy to use, its introduction went ahead extremely smoothly,” said
Watanabe. “We received almost no questions from users about the system’s basic functions.”

48
 FINANSBANK A.S.

Oracle Customer:
Finansbank A.S. Boosts System Performance for
Finansbank A.S.
Istanbul, Turkey Its 600,000 Monthly Report Queries
www.finansbank.com.tr
Finansbank A.S., established in 1987, is a leading Turkish financial institution. Its accolades
Industry: include the European Call Centre Awards (ECCA), the Best in Class Banking Web Site
Financial Services award from Interactive Media Awards (IMA), and a reputation as the Turkish bank with the
largest network in foreign countries.
Annual Revenue:
US$1.73 Billion Challenges
• Enhance data warehouse performance for 600,000 monthly financial reporting queries and
reduce the average reporting time by at least 30%
Employees:
11,000 • Enable the company to run 600 extract-transform-load (ETL) jobs daily, concurrently with
reporting queries and without compromising the performance of the data warehouse
Oracle Products & Services: • Facilitate the daily backup of 18 terabytes of financial data instead of limiting backups to
weekends
• Oracle Exadata Database Machine
• Reduce time to refresh the data warehouse and manage storage demand for data from a
Oracle Partner: dozen sources—such as a credit card system—while overall volume almost doubles every
IBTECH
two years
www.ibtech.com.tr/index-eng.html
Solutions
• Used the advanced indexing and data compression tools of Oracle Exadata Database
Machine to scale down the size of the data warehouse from 18 terabytes to 9.5 terabytes
• Reduced the average refresh time of the data warehouse from 341 minutes to 250 minutes,
enabling users much faster access to the latest data from the company’s core banking and
credit card systems as well as a dozen other data sources
• Enabled the bank’s employees to run 600,000 financial reports per month without any
constraints, with the average reporting time dropping by 45%, from 31 seconds to 17
seconds
• Provided the bank with the capacity to run all ETL jobs without interfering with ad-hoc
reporting queries, thereby stabilizing system performance and enhancing the user
experience
• Implemented daily backups and significantly mitigated the risk of losing a whole week’s
financial data, analyses, and reports
“Oracle Exadata Database
• Relieved users of Monday morning waiting periods for backups to be completed before
Machine made our operations
they could start work
run much faster and enabled
us to save four hours per day
for our highly qualified banking
experts. Once again, we are one
step ahead in Turkey’s highly
competitive credit card market.”
Alaattin Sabuncu, Department
Manager, Card Payment Systems
Analytics, Finansbank A.S.

49
gARANTI BANK

Oracle Customer:
garanti Bank Achieves Extreme Data Warehouse
garanti Bank
Istanbul, Turkey Performance
www.garanti.com.tr
“To achieve the ambitious goal of becoming the most profitable bank in Turkey, we
Industry: use Oracle Exadata Database Machine, the best product available in the market
Financial Services today. Oracle Exadata Database Machine’s real benefit is that it enables us to make
the right decisions at the right time to drive profitability.”
Tufan Alatan, Chief Technical Officer, Garanti Bank
Annual Revenue:
US$1 to US$5 Billion
Garanti Bank, founded 63 years ago, is Turkey’s second largest private bank, holding US$78
billion in assets. Dogus Holding in Turkey and Banco Bilbao Vizcaya Argentaria (BBVA) in
Employees: Spain are equal partners in the bank.
18,000
Garanti is an integrated financial services company with its nine subsidiaries that serve the
corporate, private, commercial, midsize enterprise, retail, and investment banking markets.
Oracle Products & Services: It provides payment systems, pension, leasing, factoring, brokerage, and asset management
• Oracle Exadata Database Machine
in addition to standard banking services. Garanti serves customers through a strong,
extensive distribution network of 880 branches, nearly 3,000 ATMs, an award-winning call
• Oracle Linux
center, and mobile and online banking facilities built on a cutting-edge IT infrastructure.

To support its branch network and maintain its leadership position, Garanti Bank requires
centralized operations management, superior data warehousing, reliable management
reporting systems, and effective alternative delivery channels. It enhances its operational
efficiency and profitability by continuously investing in alternative delivery channels, such
as internet banking, mobile banking, and Garanti Paramatik, the bank’s ATM network.
Most recently, Garanti Bank added Oracle Exadata Database Machine to improve data
warehouse queries and support its goal of becoming the most profitable bank in Turkey.
With Oracle Exadata, the bank can run faster reports, which gives users visibility into key
metrics, including metrics for profitability and risk management.

Challenges
• Achieve high performance in data warehouse queries to support the bank’s ambitious plans
of becoming the most profitable bank in Turkey
• Enable accurate and timely reporting on data-intensive queries, such as for managing risk
and profitability, vital to a growing financial services company and necessary to comply
with increasingly rigorous regulatory reporting requirements
• Eliminate long-running data warehouse queries on mainframe computers due to low
central processing unit power, especially on critical days, such as at the beginning and end
of the month, tax payment days, and Mother’s Day
• Provide the bank’s 800 data warehouse end users with a better user experience and give

them more time for analysis

• Improve backup strategy by enabling daily backups and reducing time required to

complete them

• Avoid user complaints about the duration of report queries that originate from
shortcomings in system power due to missing and suboptimal resources for data warehouse
workloads

50
 gARANTI BANK

Solutions
• Deployed the preconfigured and ready-to-deploy Oracle Exadata Database Machine with
Oracle Linux to consolidate data warehouse applications onto a common platform,
increasing data warehouse performance substantially and reducing performance-related
customer complaints to an insignificant number
• Transferred 2.5 terabytes of data daily from mainframe systems through 1,300 scheduled
file transfer protocol loads and Oracle external table features, resulting in nearly 8 billion
daily inserts. Used the full-rack Oracle Exadata Database Machine to convert more than
2,500 reports extremely quickly and easily—in merely 20 days—enabling 800 end users
to run their reports at any time
• Moved from a first version full-rack Oracle Exadata Database Machine to a half-rack Oracle
Exadata Database Machine X2-2 with high-performance SAS drives with a 600 gigabyte
capacity to reduce data storage requirements with hybrid columnar compression from 17
terabytes to 5 terabytes, database server nodes from eight to four, and storage server cells
from 14 to 7, improving performance by a factor of three while saving on floor space and
energy consumption
• Used Oracle Exadata’s smart scans and smart flash cache features to reduce the amount of
data sent to servers and to break random input/output bottlenecks, achieving a 10-fold
performance improvement in data warehouse queries
• Enabled employees to run reports in a few minutes instead of up to eight hours, freeing
them to spend more time on subsequent processes, such as generating the same report with
modified key parameters. Took advantage of time gained through faster query processing
to more thoroughly test data, resulting in more reliable and accurate reports
• Enabled the bank to make data-intensive queries that it could not attempt before—for
reports on things such as the management of profitability, customers, risks, products, and
strategic performance—giving managers the information and time needed to make
appropriate decisions, even on critical days. Optimized data backup with full instead of
incremental backups, completing seven-terabyte backups in only three hours on Oracle
Exadata Database Machine X2-2

Why Oracle
Garanti Bank did not consider other manufacturers, but compared Oracle Exadata Database
Machine with the deployment of Oracle Unix boxes that included a storage area network.
Oracle Exadata’s predictable extreme performance-coupled with out-of-the-box configuration
that offers the fastest time to value, lowest risk, and unlimited scale to match Garanti Bank’s
ambitious growth plans-clinched the decision.

Implementation Process
In three months, Garanti Bank moved from Oracle Exadata Database Machine Version 1 to
Oracle Exadata Database Machine X2-2, including conversion of 2,500 reports.

51
gARmIN INTERNATIONAl INC.

Oracle Customer:
garmin International Inc. Improves Database
garmin International Inc.
Olathe, KS Performance up to 50% by Consolidating onto
www.garmin.com
Hardware and Software That’s Engineered to Work
Industry: Together
High Technology

“Oracle Exadata helped us meet our challenges by enabling us to consolidate onto

Annual Revenue: a single footprint. We can more efficiently utilize space, power, and cool the data
US$1 to US$5 Billion center while lowering administrative costs and ensuring high database availability
to deliver optimal services to internal and external customers.”
Ed link, Vice President, Information Technology, Garmin International Inc.
Employees:
8,800
A pioneer in global positioning system (GPS) navigation, Garmin International Inc. was

founded in 1989 with a handful of dedicated engineers and the idea for an innovative

Oracle Products & Services: product. Today, with 8,800 employees worldwide, Garmin is a global leader in the design,

• Oracle Exadata Database Machine

manufacture, and sale of navigation and communication devices and services. The company

has built and sold 88 million devices that serve aviation, automotive, marine, outdoor,

• Oracle E-Business Suite

fitness, and wireless markets. Its goal is to enrich the lives of customers, suppliers,

• Oracle Advanced Supply Chain

distributors, and employees by providing the very best products that offer superior quality,

Planning
safety, and operational features at affordable prices.

• Oracle Hyperion Financial

Management Garmin wanted to reduce total cost of ownership for its extensive Oracle Database
• Demantra Demand Management
environment and for supporting the infrastructure that powered the company’s Oracle
Advanced Supply Chain Planning, Demantra Demand Management, and Hyperion Financial
• Oracle Active Data Guard
Management applications, as well as other business-critical systems. The company’s supply
chain and demand management environments, alone, process 13 million queries, as well as
30,000 batch jobs and reports monthly.

Garmin also wanted to address IT performance issues that had begun to escalate alongside
the company’s rapid growth.

Garmin Connect, which supports the company’s fitness segment, provides customers with an
online platform to store, retrieve, and interact with data captured using Garmin fitness
products. The environment, which is built on an Oracle Database, processes approximately
40 million queries per week. Prior to using Oracle Exadata Database Machine, as the online
offering grew in popularity, it began to face reliability issues that had negatively impacted
the customer experience.

To combat these issues and support continued growth and innovation, Garmin implemented
two Oracle Exadata Database Machine Half Racks. One rack supports production systems,
including Garmin Connect, as well as the company’s Oracle Advanced Supply Chain
Planning, Demantra Demand Management, and Hyperion Financial Management
environments. The other rack is for non production databases that IT and business teams use
as a development and test environment for future initiatives.

With the implementation, Garmin consolidated four production databases and 20 non
production databases onto the two Oracle Exadata Database Machines, significantly reducing
IT costs. The company has realized a 20% to 50% improvement in overall database
performance with no additional modifications.

52
 gARmIN INTERNATIONAl INC.

Even with a roughly 400% increase in Garmin Connect traffic and a four-fold increase in
data from 3 terabytes to 12 terabytes, Oracle Active Data Guard has significantly reduced
the amount of planned and unplanned downtime. Further, the company has reduced backup
times by up to 50% and cut the time needed to duplicate the company’s largest database
from eight days to just 10 hours.

Moving forward, Garmin plans to migrate to Oracle Exadata the databases supporting its
critical business systems, including the core Oracle E-Business Suite database that supports
the company’s financials, order management, inventory, warehouse, shipping, purchasing,
and manufacturing operations.

Challenges
• Reduce total cost of ownership for extensive Oracle Database environment that powers
Oracle Advanced Supply Chain Planning, Demantra Demand Management, and Hyperion
Financial Management applications, each month processing13 million queries, as well as
30,000 batch jobs and reports
• Enable high availability for new GPS-based offerings, such as Garmin Connect, a
community-based Web site for runners, cyclists, and outdoor enthusiasts who track their
activities with Garmin devices
• Reduce unplanned outages and ensure quick system and data recovery in the event of an
outage-vital capabilities when providing essential GPS services
• Create a solid foundation to support exponential year-over-year data growth for various
enterprise applications without performance degradation

Solutions
• Deployed two Oracle Exadata Database Machine Half Racks, with one used for production
systems—such as Garmin Connect, as well as Oracle Advanced Supply Chain Planning,
Demantra Demand Management, and Hyperion Financial Management—and the other
used for application development and testing environments
• Consolidated four production databases and 20 non-production databases on the two
Oracle Exadata Database Machines to reduce total cost of database ownership by saving
maintenance, energy costs, and more
• Improved database performance by 20% to 50% without making additional
changes—such as modifying queries
• Reduced planned and unplanned Garmin Connect database outages—which previously
plagued the system—making it more reliable for customers, even as site traffic increased
by as much as 400% in the past year and data increased from 3 terabytes to 12 terabytes
• Reduced storage area network backup times by up to 50% and decreased the time needed
to duplicate Garmin’s largest database from eight days to 10 hours

53
gARmIN INTERNATIONAl INC.

• Implemented Oracle Active Data Guard to reduce the time to create database clones,
decrease demand on the primary database, and provide standby failover protection
• Improved Oracle E-Business Suite Advanced Supply Chain Planning and Demantra
Demand Management application performance by 20% to 50%, enabling Garmin to
complete its planning cycle in record time to more accurately identify demand, efficiently
process orders and specify manufacturing materials, and effectively plan production cycles
to support just-in-time manufacturing
• Created a highly scalable and extreme performance platform that will enable Garmin to
continue to migrate applications to Oracle Exadata, including its core Oracle E-Business
Suite database that supports the company’s financials, order management, inventory,
warehouse, shipping, purchasing, and manufacturing operations, as well as other databases
supporting critical business systems

Why Oracle
“We selected Oracle Exadata Database Machine because it efficiently integrates networking,
I/O, and CPU in a single cabinet. This reduces the footprint in the data center regarding
space, power, and cooling. Consolidating databases onto Oracle Exadata reduces patching,
system management, and security maintenance demands,” said Ed Link, vice president,
information technology, Garmin International Inc.
“Oracle Exadata provides a single hardware and software solution. The synergy between the
hardware and the software components leads to high performance, and system consolidation
eases environment management,” Link said.

Implementation Process
Garmin International Inc. purchased its Oracle Exadata Database Machine in May 2010 and
began its proof of concept in August 2010. It completed the implementation in three phases:
first addressing the databases processing Oracle Advanced Supply Chain Planning and
Demantra Demand Management transactions, and then moving to the Garmin Connect
environment, followed by the company’s Hyperion Financial Management data
infrastructure. It completed and tested all implementations by April 2011.
“The key lesson we learned is to perform extensive testing. In addition, it is important to
purchase the latest versions for all solutions to maximize performance. Further, by
performing a database consolidation project in parallel with the implementation, we could
take full advantage of our investment,” Link said.
“Oracle Support has helped us throughout our implementation-with personalized daily
conference calls, late-night support, custom help from Exadata product management, and
involvement with upper-level executives at Oracle,” Link said. “Oracle has gone above and
beyond to help make sure our Oracle Exadata implementation is a success.”

54
 gFK gROuP RETAIl AND TECHNOlOgY

Oracle Customer:
gfK group Retail and Technology Ensures
gfK group Retail and Technology
Nuremberg, Germany Successful Growth with Exadata Consolidation
www.gfkrt.com
GfK Group Retail and Technology’s retail sales tracking solution offers powerful insights
Industry: into the consumer goods market with data from the world’s largest retail network, reporting
Professional Services what’s selling where, at what rate. GfK is one of the world’s largest research companies, with
11,000 GfK experts working to discover new insights about the way people live, think, and
shop in over 100 markets, every day. GfK is constantly innovating to use the latest
Annual Revenue: technologies and the smartest methodologies to give its clients the clearest understanding of
US$1 to US$5 Billion the most important people in the world: their customers.

Employees: Challenges
11,000 • Enable customers to access reports, such as worldwide key data for high technology
consumer goods, directly from the data warehouse using an efficient and scalable hardware
Oracle Products & Services: infrastructure

• Oracle Exadata Database Machine • Ensure satisfaction for 3,000 users, 50% of whom were customers who had been displeased
with the previous environment’s performance
• Shorten report cycles from monthly to weekly, without a decline in performance
• Maintain high storage and performance requirements for new projects, such as reports on
communications services provided, including a mobile internet usage report
• Replace existing data warehouse infrastructure, which did not meet performance
requirements, specifically in the storage sector
• Select a solution to address all needs without increasing the total cost of ownership

Solutions
• Ensured business intelligence self-service efficiency for customers for the next two years
and efficient expansion thereafter ,based on a highly scalable, reliable, and stable data
infrastructure
• Tripled performance by using Oracle Exadata Database Machine while maintaining low
total cost of ownership
• Consolidated 50 distributed data marts into one Oracle Exadata system, thereby
improving performance and reducing total cost of ownership
• Accelerated generation of global reports
“The performance demands
• Implemented reporting for GfK’s mobile internet service in its mobile internet usage
of our customers exceeded
report successfully, despite extremely large data requirements
the capabilities of our legacy
hardware environment. Oracle • Tripled infrastructure performance while maintaining a low total cost of ownership
Exadata Database Machine
has allowed us to manage our
growth and handle additional
projects.”
Dr. Jens Albrecht, Head of
Service Delivery, GfK Retail and
Technology

55
HONg KONg HOuSINg AuTHORITY

Oracle Customer:
Hong Kong Housing Authority Improves Ad Hoc
Hong Kong Housing Authority
Hong Kong Query Response Time by up to 97%
www.housingauthority.gov.hk
The Hong Kong Housing Authority (HA) is a statutory body established in April 1973.
Industry: HA develops and implements a public housing program that seeks to achieve the Hong
Public Sector Kong Special Administrative Region Government’s policy objective of meeting the housing
needs of people who cannot afford private rental housing. HA manages over 700,000
residential units, which house approximately 30% of Hong Kong’s population.
Employees:
More than 8,000
Challenges
• Improve the performance of the corporate information system, which collects data from 14
Oracle Products & Services:
other systems, including the estate management system, and consolidates it in a
• Oracle Exadata Database Machine data warehouse for summary reporting and ad hoc querying
• Increase the speed at which ad hoc requests are processed, which, in some cases, could take
days to complete

Solutions
• Migrated the Corporate Information System to Oracle Exadata Database Machine running
Oracle Database 11g with Oracle Real Application Clusters
• Improved response times for ad hoc queries such as revenue collection (by estate and
collection amount) by 80%; and arrears and revenue trend analysis by 97%
• Achieved average query response times of four to five seconds, ensuring users no longer had
to wait minutes or hours for information on the type and location of available housing
• Cut day-end batch processing time by eight hours, from 13.5 to 5.5 hours
• Reduced month-end batch processing time, ensuring senior managers can review
developments in public housing trends at the start of each month

“We were looking for a

holistic solution capable of
delivering quick, dramatic
improvement. The results after
the implementation of the Oracle
data warehouse solution were
very impressive. In addition,
the solution will also enable
us to upgrade smoothly to the
new release of Oracle Database,
adding an extra dimension to the
existing performance benefits.”
Raymond Chu, Head, IT, Hong
Kong Housing Authority

56
 HOTWIRE, INC.

Oracle Customer:
Hotwire, Inc. Enhances Ability to Compete in
Hotwire, Inc.
San Francisco, CA Online Travel with High-Performance
www.hotwire.com
Data Warehouse
Industry:
Hotwire is a leading discount travel site that works with major travel providers to help
Travel and Transportation
them fill seats, hotel rooms, and rental cars that would otherwise go unsold. Travel-value
hunters have come to rely on Hotwire for deep discounts on highly respected travel brands.
Employees: The Hotwire Group also includes Car Rentals.com and Travel-Ticker.com.
250
Challenges
Oracle Products & Services: • Provide high-performance environment to support advanced analytics, a key competitive
• Oracle Exadata Database Machine
advantage for Hotwire
• Drive data-intensive site features, marketing programs, and data mining to ensure travel
industry competitiveness
• Deploy a data warehouse solution that will scale to support increasing growth in data
volume, data warehouse users, and complexity of business intelligence demands

Solutions
• Deployed Oracle Exadata Database Machine to improve data warehouse performance and
to scale for growing business needs
• Migrated 10 terabyte data warehouse onto Oracle Exadata with Oracle Linux in just six
months
• Improved reliability and scalability of system at a low cost
• Cut extract, transform, load (ETL) processing time in half
• Improved query response time by an order of magnitude
• Deployed Resource Manager to enable around-the-clock access to warehouse, even during
resource-intensive ETL periods
• Enabled analyses that hadn’t been possible on previous system because of data volumes or
system resource constraints
• Improved accuracy of models with larger sample sizes
“Oracle Exadata Database
Machine allows us to support • Provided a platform for analytic innovation, helping Hotwire deliver compelling,
increasingly complex analytic personalized travel deals to customers
work on rapidly increasing data • Simplified the data warehouse environment, eliminating the need to bring in new expertise
volumes. By removing system by going with a familiar Oracle platform
performance constraints, it
encourages more innovative data
• Established a solid foundation for future growth to support business needs, including two
use and gives us a significant
sister Web sites, Travel-Ticker.com and CarRentals.com
advantage in the highly
competitive discount travel
industry.”
Kolin Ohi, Business Intelligence
Architect, Hotwire, Inc.

57
IDS gmBH – ANAlYSIS AND REPORTINg SERvICES

Oracle Customer:
IDS gmbH – Analysis and Reporting Services
IDS gmbH – Analysis and Reporting
Services – Optimizes Central Data Warehouse System for
Munich, Germany
www.investmentdataservices.com
Allianz
IDS GmbH – Analysis and Reporting Services is a subsidiary of Allianz SE and specializes
Industry:
in providing operative investment controlling services for the capital investments of the
Financial Services
Allianz Group and third-party clients. Allianz’s investment controlling services apply both
to investments made by its insurance companies and asset management division. For this
Employees: purpose, IDS operates and maintains a financial database for Allianz.
200
Challenges
Oracle Products & Services: • Eliminate storage bottlenecks caused by performance and risk analyses of the company’s
• Oracle Exadata Database Machine
finance and insurance portfolio, as well as finance-specific reporting for the Allianz Group
• Oracle Customer Support • Provide a solution able to handle the number of source systems—including stock market
prices, share price indices, and inventory data—which grew from 200 to 250 since the
Oracle Partner: implementation of a data warehouse
Information Systems Engineering • Perform overnight batch jobs in required time frames to provide up-to-date data for
gmbH analysis
www.ise-informatik.de • Ensure support for an active user base—which had doubled since the original data
warehouse deployment
• Provide capacity to reliably and efficiently handle ad hoc queries and generate financial and
risk analysis reports several times daily rather than monthly—with no performance issues

Solutions
• Worked with Information Systems Engineering GmbH to perform a smooth migration of
the disk-based Oracle Data Warehouse to Oracle Exadata Database Machine X2-2 without
coding or design modification—eliminating programming costs
• Migrated all financial data—approximately 12 terabytes (TB)—in one day, to support
continued data growth
• Ensured high performance data consolidation from 250 source systems—including stock
market prices and share price indices, as well as inventory data from more than 7,000
portfolios with more than 250,000 different active investments—within the defined
timeframe for each
“Oracle Exadata Database
• Optimized performance by a factor of four by deploying the system
Machine is a cost efficient, high
out-of-the-box—without any tuning or customization
performance, and scalable
system that has provided us • Achieved efficient access for 1,500 active financial users
with an optimal data warehouse
• Tripled performance and storage capacity—from 50 TB to 150 TB—without increasing
infrastructure, not only for the
total cost of ownership
next three years but for the long
term.”
Holger Haun, Managing Director,
IDS GmbH – Analysis and
Reporting

58
 ImmONET gmBH

Oracle Customer:
Immonet gmbH Uses New Data Warehouse to
Immonet gmbH
Hamburg, Germany Consolidate Real Estate Data, Enable Real-Time
www.immonet.de
Information Access, and Improve Decision-Making
Industry:
Professional Services
“Oracle Exadata Database Machine is the most highly performing solution on
the market. Oracle is the only company that offers a one-stop shop-approach for
data warehousing, as it can deliver everything, from hardware and databases, to
Employees: business intelligence solutions and implementation. This is a clear advantage for
220 Oracle, and we are elated with the results of our data warehouse project.”
Christian maar, Chief Executive Officer, Immonet GmbH
Oracle Products & Services:
Immonet is one of Germany’s leading real estate Web sites. Each month, more than 2.6
• Oracle Exadata Database Machine
million users visit its online portal, which includes 1.14 million real estate listings (source:
• Oracle Business Intelligence Suite,
comScore Media Metrix‘s ranking for “Total Unique Visitors,” July2011). The company’s
Enterprise Edition Plus On Demand growth initiative, which began at the end of 2010, resulted in an exponential increase in the
• Oracle Customer Support data handled by its portal. As a result, Immonet needed the ability to be the first to react to
• Oracle Consulting market changes.

To meet this challenge, Immonet worked with Oracle Platinum Partner Information
Oracle Partner:
Systems Engineering GmbH (ISE) to implement, in less than six months, Oracle Business
Information Systems Engineering
Intelligence Suite Enterprise Edition Plus On Demand, running on Oracle Exadata Database
gmbH Machine X2-2.
www.ise-informatik.de
With the implementation, Immonet established a single repository for storing and
processing real estate data, one capable of handling a 350% increase in data while
maintaining optimal system performance. In addition, Immonet unified its key performance
indicators (KPIs) to enhance financial reporting for more efficient and sound
decision-making.

Challenges
• Ensure that Immonet’s IT infrastructure is capable of supporting significant growth in
business and real estate listing data while maintaining optimal performance requirements
• Centralize and consolidate real estate and financial data for efficiency
• Unify KPIs for business areas—such as the number of contracts, visits, page impressions,
unique users, churn rate, customer life cycle, sales staff efficiency, contract value, and
conversion rates—to create real-time reports that assist executive decision-making
• Replace ad hoc budget controls using Excel and SQL with data warehouse-based,

centralized, automated, and accelerated budgetary control

• Improve agility for capitalizing on real estate market changes and new trends, made

difficult with heterogeneous systems and a lack of transparency

• Create accurate forecasting scenarios that enable the company to prepare for further market
reactions
• Prepare Immonet for future growth, meeting a 100% growth target in 2011

59
ImmONET gmBH

Solutions
• Established a single repository for Immonet’s real estate data, such as properties for sale or
rent, using Oracle Exadata Database Machine X2-2
• Used Oracle Exadata Database Machine X2-2 to connect with nine relevant source
systems—including Oracle Database, customer relationship management systems, and
Google Analytics—to effectively manage a data volume that had grown by 350%
• Reduced IT energy costs by 90% and lowered total cost of ownership for the portal by
75%, due to the consolidated IT environment
• Gained the ability to access real estate data as much as 100 times faster, enabling the
organization to evaluate the data within minutes instead of weeks
• Leveraged Oracle Business Intelligence Suite Enterprise Edition Plus On Demand to
acquire the reliable and consistent information that management needs to make more
informed decisions, including data on customer lifecycle value, customer segmentation,
sales resources, budgetary controls, and budget allocation for online and offline marketing
• Standardized business information to acquire consistent KPIs for real estate operations,
such as customer lifecycle value, churn rate, competition, real estate listings, and agent
market shares
• Improved ability to quickly respond to changes in a dynamic market environment by
leveraging real-time financial data, real estate data that reflects current business
performance, and expanded reporting capabilities
• Enabled easily access Oracle Business Intelligence Suite Enterprise Edition Plus On
Demand through a Web interface to decrease time spent on data analysis and research and
increase employee satisfaction
• Improved generating online offerings, such as regional average market price per real estate
object and regional customer demand analysis for real estate agents, by leveraging Oracle
Exadata Database Machine’s optimized online transaction processing features
• Expanded customer segmentation capabilities, which helped to increase sales efficiency
• Improved analysis of search engine marketing to optimize investment in key words that
deliver the best results
• Worked with Oracle Partner ISE and Oracle Consulting to seamlessly implement the data
warehouse environment

Partner
ISE delivered and implemented Immonet’s complete data warehouse solution, based on
Exadata hardware. It established the data warehouse infrastructure, developed and
implemented the backup recovery system, setup the database and business intelligence
server, developed and fine-tuned the business intelligence application, and conducted
workshops for end-users and administrators before final project handover to the client.

60
 INFORmATION SYSTEmS ENgINEERINg gmBH

Oracle Customer:
Information Systems Engineering gmbH
Information Systems Engineering
gmbH Enables Customers to Achieve Extreme
Gräfenberg, Germany
www.ise-informatik.de
Processing

Industry: Information Systems Engineering GmbH (ISE) provides IT consulting and implementation.
Professional Services ISE works with customers to optimize their business processes with a complete service
portfolio that ranges from analysis and consulting to IT planning, application development,
performance tuning of Oracle Database environments, system administration, and IT
Employees: infrastructure implementation.
60

Challenges
Oracle Products & Services: • Enable ISE’s enterprise clients, which include e-commerce platform providers, logistics
• Oracle Exadata Database Machine companies, and consumer goods manufacturers, to enable extreme performance for both
data warehousing and online transaction processing (OLTP) applications
• Support efforts to reduce IT costs through consolidation, manage more data on multiple
compression tiers, improve application performance, and make better business decisions in
real time

Solutions
• Built first test center in Germany that enabled current and potential customers and
independent software vendors to test Oracle Exadata Database Machine live with their own
data to assess the benefits it can deliver for their organizations
• Enabled an e-commerce platform provider to load data 35 times faster and achieve an
OLTP benchmark that was five times faster than its legacy environment consisting of a
four-node Oracle Real Application Clusters configuration
• Enabled a pet food manufacturer to increase query speed by 200% in a test environment
using one terabyte of data
• Enabled a logistics company to achieve data loading that was 40 times faster and reporting
that was 5 times faster than the company’s existing environment

“Our new test facility enables

organizations to experience
firsthand the extreme processing
that they can achieve with Oracle
Exadata Database Machine. Most
are amazed at how they can
achieve reporting that is 20 to
50 times faster with the Oracle
solution.”
Herbert Rossgoderer, Chief
Executive Officer, Information
Systems Engineering GmbH

61
INgENIERíA DE SOFTWARE BANCARIO (ISBAN)

Oracle Customer:
Ingeniería de Software Bancario (Isban)
Ingeniería de Software Bancario
(Isban) Improves Santander Brasil’s Data Warehouse
São Paulo, Brazil
www.isban.com
Performance by 40% with 140% Increase in Data
Ingeniería de Software Bancario (Isban, or Banking Software Engineering), part of the
Industry:
Grupo Santander (Santander Group), is responsible for defining the IT architecture for the
Professional Services
group’s companies, developing IT projects, maintaining and supporting systems in
production. Santander Brasil, which is served by Isban, completed its integration with
Employees: Banco Real this year. Banco Real accounts for 25% of Grupo Santander’s revenue.
800
Challenges

Oracle Products & Services: • Integrate Santander Bank’s IT technological environment with Banco Real bank—the
latter of which was the third-largest private Brazilian bank in terms of assets. Improve IT
• Oracle Exadata Database Machine
performance to offer high-level customer service with the incorporation of Banco Real’s
• Oracle Advanced Compression data volume
• Oracle Consulting
• Maintain the bank’s competitiveness in the retail and wholesale markets while meeting the
• Oracle Advanced Customer Support
requests of regulatory bodies. Develop Banco Real’s competitive advantages in Santander’s
Services
banking systems
• Consolidate various data warehouses and calculation engines used by the controller’s,
marketing, and finance departments to further improve the service levels beyond that
delivered before incorporating the new bank

Solutions
• Worked with Oracle Consulting to adopt Oracle Exadata Database Machine to absorb a
140% increase in data volume for Santander Bank—including client, product, contract,
transaction, insurance, and bank card information transferred from Banco Real
• Migrated twenty environments in five departmental data warehouses in under three
months to a single environment that handles daily marketing actions, verification of
financial results and analyzes products, channels, and segments, reducing the demand for
physical space, energy, and lowering maintenance costs
• Reduced backup times by 90%, enabling daily backups, increasing reliability for the
business, and providing more efficient system resource use. Achieved environmental
stability and improved performance up to 260% with no additional tuning
“With our Oracle Exadata • Reduced the time it takes to generate the management group’s monthly reports by 83%,
Database Machine architecture, from 36 hours to 6 hours, and reduced the time to generate client position reports by 45%,
we increased our data volume from 9 hours to 5 hours
by 140%, gained 30% in storage
space with data compression,
• Achieved an average reduction of 30% in allocated storage and up to 90% compression in
and reduced backup time by
certain cases using Oracle Advanced Compression, providing for more efficient usage of
90%.”
storage by compressing 100 terabytes into 70 terabytes and thereby freeing extra capacity
marcelo miranda de Souza
to support the company’s organic growth and infrastructure needs of future projects
Pinto, CRM and Management • Used Oracle Database,11g Enterprise Edition with Real Application Clusters to improve
Information Systems management and infrastructure monitoring, saving time and money invested in these
Superintendent, Ingeniería de processes. Won the Oracle OpenWorld 2010 success case award for Isban
Software Bancario (Isban)
• Installed and configured Oracle Exadata Database Machine with help from Oracle
Advanced Customer Support Services, especially enhanced to serve the bank’s needs,
helping to achieve the objectives of high availability, scalability, and performance for an
around-the-clock applications environment

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 KYIvSTAR, JSC

Oracle Customer:
KyivStar, JSC Reduces Storage Volumes to 15%
KyivStar, JSC
Kiev, Ukraine of Its Legacy Environment and Increases System
www.kyivstar.ua
Productivity by 500% with High-Performance IT
Industry: Infrastructure
Communications
“Our mission is to make life better for our customers by providing the highest
quality communication services. To achieve this goal, we need a fully reliable and
Annual Revenue:
scalable IT platform that provides unparalleled performance. That’s why Oracle
US$1 to US$5 Billion
Exadata Database Machine is so important for us. We choose Oracle as a strategic
partner, and the performance gains we achieved have influenced our service
Employees: quality significantly.”
5,000 Andrei Peshiy, Head of IT Department, KyivStar, JSC

Oracle Products & Services: KyivStar, JSC is Ukraine’s foremost mobile communications and mobile internet provider,
making the company one of the most visible Ukrainian brands. KyivStar’s wireless network
• Oracle Exadata Database Machine
operates using the global system for mobile (GSM) communication standard and provides
• Oracle Active Data Guard 11g
coverage accessible to approximately 99% of the Ukrainian population. In October 2010,
KyivStar merged with Beeline-Ukraine, a leading provider of landline communications and
communication solutions for business clients to create the largest private communications
company in the country, serving 25 million subscribers.

KyivStar deployed Oracle Exadata Database Machine to help it effectively serve its more
than 25 million subscribers and make its systems fault-tolerant. The company’s IT
infrastructure adds 6 billion records daily, totaling 60 gigabytes of data, including call data
records (CDRs), so this is no easy task. Oracle Exadata helped the company achieve
record-breaking data processing results. It increased financial and analytical calculation
performance by 300% to 500%, and provided KyivStar with a foundation to retain the
leadership spot in the Ukrainian telecommunications market.

Challenges
• Enhance processing power to efficiently serve the company’s more than 25 million
communications services subscribers in an environment in which it adds 6 billion records
totaling 60 gigabytes of data each day to its databases
• Make KyivStar’s systems fault-tolerant to ensure on-demand customer service
• Improve analytical calculation performance, as well as financial reporting, to quickly

provide management with insight into the company’s financial position

• Ensure that the company correctly calculates mobile and landline telephony taxes
• Facilitate the detection of data losses, due to such things as erroneous system operations or
fraud, for periodical financial reporting required by online services

Solutions
• Deployed Oracle Exadata Database Machine to achieve record-breaking data processing
results, increasing financial and analytical calculation performance by 300% to 500%, and
providing KyivStar with the foundation to remain the leader in the Ukrainian
telecommunications market

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KYIvSTAR, JSC

• Reduced storage volume to merely 15% of its legacy environment—from 444 terabytes to
70 terabytes—resulting in significant savings in energy consumption and data center floor
space
• Enabled the company to effectively monitor revenues and margins, apply taxes correctly
and quickly, and detect data losses due to errors or fraud by consolidating all key
subsystems, such as financial reporting services or online services for subscribers—all
within a year of deploying Oracle Exadata Database Machine
• Optimized the company’s risk assessment processes, retrieving data samples five times
faster than before, and executing risk analyses two to three times faster
• Deployed Oracle Active Data Guard 11g to improve system reliability by allocating
physical space in databases, freeing IT resources for report generation and analytical tasks,
such as analysis of the company’s 25 million subscribers by services, zones, and call types
• Gained the ability to analyze and gain insight into key performance indicators—such as
customer acquisition and churn, channel performance, average revenue per subscriber, and
network performance—twice as fast for more timely and informed decision-making
• Made systems fault-tolerant by adding a new half-rack Exadata Database Machine X2-2
with small computer system interface (SAS) disks connected serially for the company’s
second data processing center
• Revised purchase plans for disc arrays, as no other solution provides the performance of
Oracle Exadata Database Machine

64
 lINKSHARE CORPORATION

Oracle Customer:
linkShare Corporation Manages Large Volumes
linkShare Corporation
New York, NY of Historical Data with Flexible Data Warehouse
www.linkshare.com
Solution
Industry:
LinkShare Corporation provides Fortune 500 businesses with a wide range of online
High Technology
marketing services, including search engine marketing, lead generation and affiliate
marketing. LinkShare has significantly enhanced the performance and availability of its
Employees: reporting and analysis services for hundreds of thousands of advertisers and publishers in its
132 network.

Challenges
Oracle Products & Services:
• Enable the company to easily manage huge volumes of historical e-commerce data in a
• Oracle Exadata Database Machine
consolidated database that can scale for future growth
• Oracle Enterprise Manager
• Oracle Business Intelligence Suite • Provide ability to meet the needs of the company’s advertisers and publishers as it
Enterprise Edition
continues to expand globally, and as online advertising and e-commerce continue to grow
• Deploy flexible reporting and analysis tools, including sophisticated dashboard
Oracle Partner: functionality for business users
Pythian
www.pythian.com Solutions
• Worked with Oracle Partner Pythian to plan, deploy, and manage Oracle Exadata, using
Oracle Database and Oracle Database with Real Application Clusters to deliver better
value to LinkShare Corporation
• Improved processing efficiency with the ability to control space and power demands in the
company’s data warehouse, reducing data center floor space and power requirements by
400%
• Achieved an eight-fold increase in database query speed while reducing servers and storage
by eight-fold
• Leveraged employees’ existing Oracle transactional environment experience to streamline
database and systems management teams—improving operational efficiency
• Used Oracle Enterprise Manager to quickly identify trouble spots, troublesome queries,
and ways to keep the transactional databases running smoothly
• Cut in half the average response time for customer queries
“Oracle Exadata has helped • Provided advertisers and publishers direct access to data through an application built on
us consolidate 15 years of top of Oracle Business Intelligence Suite Enterprise Edition, enabling them to assess
historical data onto a reliable trends and analyze historical data
data warehousing solution that • Enabled advertisers and publishers to analyze the performance of their campaigns in near
enables us to scale for future real-time
growth. The solution allows us
to guarantee high performance
and will play a vital role as we
expand globally.”
Jonathan levine, Chief Operating
Officer, LinkShare Corporation

65
NAgASE & CO., lTD

Oracle Customer:
Nagase & Co., ltd Cuts Batch Processing Time by
Nagase & Co., ltd
Tokyo, Japan One-Third, Improves Regulatory Compliance
www.nagase.co.jp

“Oracle Exadata Database Machine offers extreme performance processing

Industry: capabilities, translating to faster response times over our previous Teradata
Chemicals solution, and it’s more affordable. The performance improvements supply our
marketing team with consolidated management, and the compliance team has, for
the first time, near real-time access to critical information around chemical trading.”
Annual Revenue:
mitsuaki Ito, General Manager and Executive Officer, Business Administrative
US$6.4 Billion
Office–IT Administrative Office, Nagase & Co., Ltd

Employees: Founded as a dyestuff wholesale store in Kyoto in 1832, Nagase & Co., Ltd is now a
994 diversified business, importing and exporting chemicals, plastics, electronic materials,
cosmetics, and health foods. Headquartered in Tokyo, the company has offices in Europe,
Oracle Products & Services: North and Central America, the Middle East, and North East and South East Asia.

• Oracle Exadata Database Machine As a global business, Nagase requires sales and other business information availability in real
time. The company had an enterprise data warehouse for querying and batch processing, but
found the performance unsatisfactory. For example, overnight batch processing sometimes
ran into the next business day, which affected the company’s ability to do business.

Nagase discovered it was cost prohibitive to upgrade its existing Teradata data warehouse.
The company was looking for better cost performance in a solution that could be deployed
in days once it arrived in the data center. After implementing Oracle Exadata Database
Machine, Nagase enjoyed faster query responses and batch processing, and easier, risk-free
maintenance. The ability to retrieve information quickly from large stores of data also
ensured compliance with international chemical trading regulations.

more Powerful Performance Needed

Nagase’s global operations benefits greatly from having access to real-time information. “Our
aim is to anticipate our customers’ needs as early as possible and ensure we have the products
on hand to fulfill their requests,” said Mitsuaki Ito, general manager and executive officer of
the Business Administrative Office, Nagase.
“Providing our staff, from senior managers to warehouse workers, with real-time sales and
business information is essential if we are to take advantage of business opportunities.”
Nagase was using a six-year-old Teradata data warehouse that struggled to complete large
batch processing jobs and respond quickly to staff queries.
“Month-end batch processing jobs in particular took a long time,” said Kenji Yoshizawa,
general manager, System 2 Division, Business Administrative Office, Nagase. “Sometimes
we couldn’t finish batch processing until the morning of the next business day, which made
it difficult for our staff to do their work. Our supply chain planning was inefficient as we did
not know exactly what products we should be shipping to our customers”

According to Ito, scalability was also important. “Over 40% of our sales come from outside
Japan,” he said. “Our head office and overseas offices require access to the same real-time
data. As our business grows overseas, we want to know our enterprise data warehouse can
also scale.”

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 NAgASE & CO., lTD

Key Benefits: Faster Query Response Times and Batch Processing

• Gained a powerful, scalable data After witnessing the performance of Oracle Exadata Database Machine at an Oracle event,
processing system with 10 times the Nagase undertook a proof-of concept. The results were impressive enough to convince the
capacity of the legacy solution at a company to implement Oracle. For example, the search time for the real-time query test was
lower cost
cut from six minutes to 2.5 seconds, while batch processing time for large data queries
reduced from 30 minutes to 13.4 seconds. “Speeding up processing times even as our data
• Enabled senior officials to receive a
volumes grow is always a goal for the Information Systems Division,” said Ito.
query response in three to five
seconds
“Senior officials need a response within three to five seconds, while sales representatives don’t
• Provided sales representatives with
want to wait any longer than 10 seconds,” said Ito. “Oracle Exadata Database Machine
responses to queries in under 10
enabled us to meet these requirements easily.”
seconds
• Cut batch processing time by one-third He added that batch processing times for monthly reports have also been cut by one-third.
• Gained the capability to store 10 years’
worth of data and retrieve the relevant Regulatory Compliance Strengthened

information in 20 to 30 minutes Japan has tightened already strict regulations governing the trade of chemicals in and
• Eased the IT maintenance task by outside the country.
adopting a widely-used technology With toxic substance and environmental control under high scrutiny in recent times, Nagase
platform is confident it can comply with such new regulations. The Oracle Exadata Database Machine
has no problem housing 10 years’ worth of data and extracting the required information in
20 to 30 minutes, depending on the parameters.
“We now have a solution that ensures we can meet the strict data retention and retrieval
requirements,” said Ito.

Easier, Risk-free maintenance

The biggest benefit for the Information System Division is the improvement in efficiency
between the database and storage servers.

“Funding technical experts who could maintain our previous Teradata platform was costly,”
said Ito. “It is much more cost effective with Oracle Exadata Database Machine, as we can
leverage our existing Oracle skill sets and save costs by eliminating our stovepipe Teradata
system. Furthermore, there were not many technicians available who had the knowledge and
experience to manage non Oracle information systems. It was quite a risk for the business.

“We can run mixed workloads with both our critical business and information systems
running on Oracle Exadata Database Machine,” said Yoshizawa. “Because we have used
Oracle Database for more than 15 years, we know how Oracle products work. Our ability to
maintain our information infrastructure has been significantly improved.”

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NAgASE & CO., lTD

global Standardization Required

Nagase plans to standardize on Oracle Exadata Database Machine globally, to leverage the
processing power necessary to consolidate its subsidiary operations. Currently, each country
operates by its own rules. Standardizing on a common platform and processes would solve
operation and governance issues. This will enable the company to strengthen the
management of its global operations.

Why Oracle?
Nagase initially considered upgrading its Teradata data warehouse. However, the company
found the upgrade too expensive. Moreover, if it wanted to increase capacity, the cost would
be even higher. A new solution was needed.

Oracle was selected after a number of Nagase executives attended an Oracle Exadata summit
in February 2009.

According to Ryosuke Sasaki, leader of the Corporate Planning Office, IT Planning Team, at
Nagase: “I was very impressed by the extreme performance and fast implementation time of
Oracle Exadata Database Machine. I thought we could certainly use a solution like that.”
Osamu Oda, systems engineer, IT Management Section, Systems and Logistics Management
Division, Business Administrative Office, Nagase, also agreed. “I thought a data warehouse
needed a special server to perform properly, but Oracle Exadata Database Machine
completely changed my mind.”
Another reason for selecting Oracle was the competitive price. “Even though the Oracle
Exadata Database Machine half-rack offered 10 times more capacity than our previous
Teradata solution, it was more competitively priced than upgrading our legacy platform,”
said Ito.

He added that Oracle’s credentials as a “stable and reliable world class company that is the
global market leader in data warehousing” gave Nagase confidence that the Oracle solution
could handle the company’s commercially-sensitive management information.

Implementation Process
After using Oracle database solutions for 15 years, Nagase has confidence and deep
experience in implementing Oracle solutions. The Nagase IT team was able to quickly
deploy Oracle Exadata Database Machine, a job they completed in December 2009.

Nagase & Co., Ltd is a diversified business importing and exporting chemicals, plastics,
electronic materials, cosmetics, and health foods.

68
 PROCTER & gAmBlE

Oracle Customer:
Procter & gamble Completes Point-of-Sale Data
Procter & gamble
Cincinnati, OH Queries up to 30 Times Faster, Reduces IT Costs,
www.pg.com
and Improves Insight with Engineered Data
Industry: Warehouse Solution
Consumer Goods
“With Oracle Exadata, we have a single machine-combining hardware and
software-that forms the foundation for our business intelligence environment. This
Annual Revenue:
simplifies our IT landscape significantly, helps us reduce costs, and gives us a
Over US$5 Billion
single partner for managing our end-to-end environment.”
Jim Fortner, Vice President of IT Development and Operations, P&G
Oracle Products & Services:

• Oracle Exadata Database Machine Procter and Gamble (P&G) touches the lives of approximately 4.4 billion people in 180

countries with its extensive consumer-brand portfolio, which encompasses personal care,

household cleaning, laundry detergent, and prescription drug products. The company’s

leading brands include Pampers, Tide, Ariel, Always, Whisper, Pantene, Mach3, Bounty,

and Dawn.

Challenges
• To foster innovation and effectively meet changing market demands, the P&G Global
Business Services (GBS) organization relies on insight from terabytes of point-of-sale data
collected from retailers around the globe
• As data volume and business intelligence requirements grew, the company began to

reassess its legacy data warehouse environment

• The infrastructure, which included multiple Oracle and non Oracle database

environments, was costly and inefficient, restricted business agility, and resulted in solid

customer data that prevented optimal visibility and analysis

• Point-of-sale data queries could take hours and sometimes would fail to process
• GBS looked for a way to improve the performance and cost-effectiveness of its data

warehouse environment and wanted to expand its analytical and brand decision-making

capabilities. Consolidating point-of-sale data into a single data warehouse platform was

fundamental to these objectives

• “We had essentially two challenges in the data warehouse space. We wanted to cut costs
and improve performance when analyzing massive amounts of data,” said Corrado Azzarita,
director, IT development and operations, P&G

Solutions
• After considering several options, GBS selected Oracle Exadata Database Machine as the
foundation for its new data warehouse infrastructure, initially deploying V2 machines and
later expanding with X2-2 and X2-8 machines to fully convert multiple data warehouse
landscapes to Exadata hardware
• The solution provides a complete, optimized package of software, servers, and storage that
deploys rapidly and streamlines IT management
• With the implementation, the company consolidated customer point-of-sale data into one
repository, enhancing control over information assets and extending visibility

69
PROCTER & gAmBlE

• Expanded analytical capabilities are enabling P&G to enhance its business agility and
scalability to support continued innovation and growth. Today, the company can respond
more quickly to emerging trends and needs
• Using Oracle Exadata, GBS can complete some queries up to 30 times faster
• Prior to the implementation, one periodic end-user query required upwards of 20 hours to
complete, sometimes failing to complete the cycle entirely
• With Oracle Exadata, the same query takes three minutes to complete
• In addition, the company streamlined operations and improved stability by consolidating
information into a single repository
• “With Oracle Exadata, we can conduct analysis and respond to the data much quicker than
ever before. The end-to-end support model is a second benefit,” said Jim Fortner, vice
president of IT development and operations, P&G
• “You have hardware, software, and support all wrapped up from a single vendor. Cost is
the third major benefit. It’s simply easier and more cost-effective to own and manage.
From a performance, cost, and support perspective, Oracle Exadata Database Machine is
creating big value for P&G.”

Why Oracle
“We chose Oracle Exadata because we wanted an out-of-the-box, end-to-end solution from
one vendor that dramatically improved our data warehouse performance, while simplifying
our support structure and reducing costs. Oracle provides a breakthrough business model for
P&G. We’re getting a total solution in a box,” Fortner said.
“From a performance standpoint, we can get, out of the box, with Oracle Exadata a much
better performing application than we can by investing time, money, and resources in tuning
the application on our legacy platform. From a price standpoint, getting a preconfigured,
integrated, out-of-the-box solution from Oracle dramatically simplifies the amount of time
and money we have to invest in building and maintaining our data warehousing platform,”
said Brian Beckman, data warehouse platform manager, P&G.
“Oracle is one of P&G’s strategic partners,” he continued. “We’re counting on Oracle to
drive innovations like Exadata into P&G to help us digitize our business and enable better
analysis of consumer behavior so we can touch and improve more lives more completely.”

70
 RElIANCE COmmERCIAl FINANCE

Oracle Customer:
Reliance Commercial Finance Processes
Reliance Commercial Finance
Mumbai, India Financial Transactions up to 40% Faster, Collates
www.reliancecommercialfinance.co.in
Report Data in One Hour, Compared to Eight
Industry: Hours
Financial Services
“The financial services market in India is extremely competitive and customers
Annual Revenue: have many options when it comes to finding an appropriate loan to meet their
US$100 to US$500 Million
requirements. The Oracle infrastructure ensures we can provide our customers
with access to loans as quickly and efficiently as possible.”
Shashi Kumar Ravulapaty, Senior Vice President and CTO, Reliance Commercial
Employees: Finance
1,600
Reliance Commercial Finance, a division of large Indian financial services provider Reliance
Oracle Products & Services: Capital, provides loans for mortgages, commercial and private vehicles, construction
equipment, and infrastructure. The company also offers loans against existing property and
• Oracle Exadata Database Machine investments, such as gold, as well as microfinance services to the self-employed and
• Oracle GoldenGate individuals on low incomes. Reliance Capital had a loan book of US$2.9 billion for the
• Oracle WebLogic Server financial year ending June 30, 2011.
• Oracle Linux
Since 2007, Reliance Commercial Finance has used Oracle Database with Oracle Real
• Oracle Active Data Guard
Application Clusters running on Sun SPARC servers to underpin FinnOne, its core lending
• Oracle Consulting
application. In 2009, Reliance Commercial Finance set up a disaster recovery center using
Oracle Active Data Guard to provide automatic online data replication between servers at its
primary site and disaster recovery center. In March 2011, the company moved its data
warehouse and business intelligence solution to Oracle Exadata Database Machine X2-2
Quarter Rack.

“The financial services market in India is extremely competitive and customers have many
options when it comes to finding an appropriate loan to meet their requirements,” said
Shashi Kumar Ravulapaty, senior vice president and CTO, Reliance Commercial Finance.
“The Oracle infrastructure ensures we can provide our customers with access to loans as
quickly and efficiently as possible.”

Ensuring High Availability of Core lending Application

Reliance Commercial Finance began operations in early 2007 and initially deployed Oracle
Application Server and Oracle Database 10g to support its FinnOne core lending
application, which is used by staff to complete commercial and home lending transactions.
At the time, the application was hosted on a Sun Fire V40Z server and Oracle Database was
hosted on a Sun Fire V890 server running eight UltraSPARC CPUs and 16GB of RAM.
“We had just entered the market and planned to become one of the top three lending
organizations in India by 2010,” said Ravulapaty. “To reach that goal, we needed to make
sure we served our customers as quickly and efficiently as possible. This would involve
upgrading infrastructure to improve the performance of our core lending applications, more
easily analyze our financial and customer data, and provide high availability features to
eliminate unnecessary system downtime, which affects customer service.”
In 2008, Reliance Commercial Finance purchased a second Sun Fire V890 server running
eight UltraSPARC CPUs and 16GB of RAM. It used Oracle Real Application Clusters to
create a two-node server environment to provide high availability and redundancy features at
its headquarters in Mumbai, India

71
RElIANCE COmmERCIAl FINANCE

The aim was to ensure the reliability of its FinnOne and other lending systems, so that if
these systems went down, the business would still be able to process customers’ loan
applications, repayments, and other financial transactions.
In March 2011, Reliance Commercial Finance migrated its high performance data
warehouse, which enables the company to store and analyze financial transactions onto
Oracle Exadata Database Machine X2-2 Quarter Rack, which features Oracle Database 11g
running the Oracle Linux operating system. The Oracle Exadata Database Machine has
21TB of storage capacity.
These transactions include the amount of unpaid debt per month and customer data, such as
the amount and term of a customer’s loan, and the amount and frequency of their
repayments.
The company also created a disaster recovery center in Bangalore by deploying a Sun Fire
V490 server with four UltraSPARC CPUs and 16GB of RAM. It deployed Oracle Active
Data Guard to provide automatic, online data replication between servers at its primary site
in Mumbai and its Bangalore disaster recovery center. This ensured the organization could
recover from a disaster, such as a fire or anything else that could impair availability at its
primary site.

Faster Transaction Processing with Clustered Infrastructure

Reliance Commercial Finance is running its FinnOne core lending application on Exadata
Database Machine X2-2 Quarter Rack, and can now process customer loans and other
account information up to 40% faster than previously.
This ensures customer queries, loan applications, repayments, and other financial transactions
are completed quickly, which improves customer service levels.
“The performance of Oracle Exadata Database Machine is phenomenal. One of our very
critical transaction processes—which used to take eight hours—is now completed within an
hour,” said Ravulapaty. “This ensures we can serve more customers, more efficiently.”
With Oracle Exadata, Reliance Commercial Finance can process more customer transactions
per day. “Oracle Exadata eases the load on our Oracle Database by distributing transaction
workloads easily,” said Ravulapaty. “This ensures we can easily process up to 25,000
customer transactions per day. Previously, we processed about 5,000 customer transactions
per day.”
Oracle Real Application Clusters also provides automatic failover capabilities, which means
that if one server node fails, the data processing load automatically shifts across to the other
server node. The company can be sure that its FinnOne application—used by staff to manage
customer loans—will still be available in the event of a server failure.
“This ensures we can continue to help our customers by processing and approving their
applications efficiently so they have money to buy a house or car, or invest in property,” said
Ravulapaty.

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 RElIANCE COmmERCIAl FINANCE

Highly Scalable Data Warehouse Supports Business growth

Reliance Commercial Finance’s data warehouse—deployed on Oracle Exadata Database
Machine—includes online business analytics tools; a barcode-based file tracking system used
for loan application tracking; and an inventory funding system used for customer acquisition
and maintenance of vehicle loans.
These systems work with its FinnOne core lending application to complete loan processing,
and data from each system is loaded into the company’s data warehouse for further analysis.
“Over the next two years, we are expecting our customer numbers to increase by four times
to between three and four million, which is likely to double our transaction load. We believe
Oracle Exadata Database Machine will handle the increase easily, so there’s a lot of room for
growth. We are also expecting our data warehouse to grow to 15TB between now and
2013.”

Improved File Tracking

Oracle WebLogic Server was implemented to improve the performance of Reliance
Commercial Finance’s file tracking system, by migrating the application from open source
servers to Oracle Exadata Database Machine.
“Multiple users can now access this system almost immediately and we don’t have to deal
with system compatibility and support issues that hampered our ability to service customers
as efficiently as possible,” said Ravulapaty.

Financial Reporting Times Reduced

Reliance Commercial Finance’s transaction load increases significantly towards the end of the
month as financial staff prepare for end-of-month reporting.
“It previously took between seven and eight hours to collate all the loan transactions for the
month and provide it to the finance team, so they could compile reports,” said Ravulapaty.
“With Oracle Exadata Database Machine, the takes one hour, which means that financial
staff and senior managers have faster access to transaction and customer information that
enables them to make more informed decisions, such as which types of customers to target
for up-selling or cross-selling.”

Business Continuity guaranteed

Reliance Commercial Finance uses Oracle GoldenGate to capture any changes in transaction
and customer data stored on a number of Sun Fire V890 servers and automatically move this
data in real-time to an Oracle Exadata Database Machine, located at its primary data center
in Mumbai.
“Without Oracle GoldenGate in place, we wouldn’t be able to provide an automatic failover
mechanism because data is saved in different formats on the Sun Fire servers and Oracle
Exadata Database Machines,” said Ravulapaty. “It simply would not be retrievable.

73
RElIANCE COmmERCIAl FINANCE

“Because Oracle GoldenGate replicates data in real-time, we know that our data is always up
to date and our operations won’t be affected in the event of a server failure at our primary site.”
“Our staff can be responding to customer queries based on the latest information, and senior
managers can make decisions based on accurate information.”

Challenges
• Deploy IT infrastructure that would support a plan to grow the company to become one of
the top three lending providers in India
• Improve the performance of its FinnOne core lending application
• More easily analyze financial and customer data
• Provide a highly available environment that avoids unnecessary system downtime

Solutions
• Implemented Oracle Exadata to process transactions quickly and easily, ensuring the
organization could serve more customers, more efficiently
• Processed customer loans and other account information up to 40% faster than previously,
which improved customer service levels
• Eased the load on the company’s Oracle Database, ensuring it could process up to 25,000
customer transactions per day, up from 5,000 transactions previously
• Served customers more efficiently by ensuring a critical transaction process, which
previously took eight hours, now only takes one hour to complete
• Provided automatic failover capabilities, ensuring staff could still use core lending and
financial applications to serve customers in the event of a server failure
• Enhanced customer service by enabling multiple users to access a file tracking system
almost immediately
• Reduced the time it took to collate loan transactions for the month from eight hours to
one hour, enabling finance teams to compile monthly reports faster
• Replicated transactional data in real time, which ensured the most up-to-date data could
be recovered after a server failure
• Expected to scale to accommodate four times the number of customers and double the
transaction load, over the next two years

Why Oracle
Reliance Commercial Finance chose Oracle due to the company’s extensive experience
working with large organizations in the Indian financial services market and the maturity of
its technology.

74
 RElIANCE COmmERCIAl FINANCE

“I had experience working with Oracle technologies before I started at Reliance Commercial
Finance,” said Ravulapaty. “Oracle technologies, particularly Oracle Real Application
Clusters and Oracle Database, are considered the gold standard in this industry.
“We also have access to many technical specialists with high-level Oracle skills. Oracle
Consulting’s technical teams provide us with 200 hours of support annually, which ensures
our Oracle infrastructure is always running smoothly.”

Implementation Process
During the initial stages of the project, Reliance Commercial Finance developed a test
environment to analyze the infrastructure. Over the following 40 days, the company moved
its applications and databases into a production environment and developed the appropriate
system failovers and redundancies before the new infrastructure went live in early 2009.

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ROBI AxIATA lImITED

Oracle Customer:
Robi Axiata limited, A Fast-growing Mobile
Robi Axiata limited
Dhaka, Bangladesh Telecom Leverages Oracle Exadata to Accelerate
Customer Insights and Control Costs; Achieves
Industry:
Communications Payback in One Year
“We have witnessed excellent results with Oracle Exadata Database Machine. It has
Oracle Products & Services:
helped us to simplify our IT infrastructure and reduce operation cost. The Oracle
• Oracle Exadata Database Machine Exadata Base Machine has enabled the mobile operator to increase data mining
• Oracle Enterprise Manager and analytical efficiency to provide better services to Robi customers.”
• Oracle Data Mining AK monzur morshed, Chief Technical Officer of Robi

About Robi Axiata limited

Axiata is one of the largest Asian telecommunication companies focused on high growth/low
penetration emerging markets. Axiata has controlling interests in mobile operators in
Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia with significant strategic stakes
in India, Singapore and Iran. Formed in 1997, Robi Axiata Limited, a joint venture of
Axiata Group Berhad, Malaysia, and NTT DOCOMO INC. in Japan, is a dynamic and
leading countrywide GSM service provider in Bangladesh with 15.2 million customers.

Executive Summary
Since its debut in 1992, the Axiata Group has made good on its motto: “Advancing Asia.”
The pioneering Malaysia-based mobile telecommunications company has advanced to the
point that it now has 168 million individual and business customers in 10 countries,
achieving its fast growth by investing in emerging, low-penetration markets previously
overlooked or underserved by other operators. In 1997, it entered Bangladesh, where its
subsidiary Robi Axiata Limited (Robi) now serves around 15.2 million customers.
Although technology innovation is integral to the parent company’s global strategy, Robi
had a specific need for it in Bangladesh, where attracting and retaining customers primarily
depend on product and service differentiation rather than price. To execute that strategy,
Robi built a business intelligence infrastructure to help analyze customer behavior, target
the most profitable customers and respond rapidly to market shifts.
The company’s existing infrastructure,1 however, lacked the capacity to keep up with Robi’s
massive and growing data-processing demands, including analyzing more than 100 million
call detail records (CDRs) per day. Robi needed a fast, reliable, and scalable business
analytics platform that wouldn’t burden the company with high operating costs.
To achieve the speed, dependability and savings it was looking for, Robi turned to Oracle
Exadata Database Machine, a computing platform that uses innovations in smart storage to
dramatically boost performance and manage more data. After the Exadata rollout—a smooth
process that took just one week—Robi reported significant system performance increases,
1
Robi’s legacy data warehouse
including exponentially faster data loading and query speeds, and lower system utilization.
infrastructure included three
low-end HP servers, Oracle 9i In its assessment, Mainstay Partners calculated a range of business benefits from the move to
Database, in-house ETl tools, an integrated Exadata-based platform. These included IT savings in the form of avoided
Business Objects for OlAP, and hardware and software costs, and significant storage infrastructure savings. Moreover, the
other in-house applications. faster analytics is eliminating reporting delays, boosting business user productivity, and
enabling the company to gain rapid and reliable insights into customer preferences and
profitability.

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 ROBI AxIATA lImITED

Key Benefits: According to Mainstay Partners’ assessment, Robi’s investment in Oracle’s products and
services will achieve a 60% return on investment and yield total benefits of US$2.1M
• 60% ROI, and payback within the first
(BDT155.9 million) over three years. Furthermore, the investment will pay for itself in less
year
than one year.
• Total savings of $2.1 million over three
years
Background
• $1.3 million savings to business users
through increased productivity Robi Axiata Limited, a joint venture of Malaysia’s Axiata Group Berhad and Japan’s NTT
• 7–10x better compression Docomo Inc., introduced the Aktel brand into the Bangladeshi market in 1997 under the
name Telekom Malaysia International (Bangladesh). Axiata was one of the first GSM mobile
• 5 percent increase in profitable
telecommunications companies to enter the country, and was rewarded by capturing a
customer base; 10% boost in customer
significant portion of the market. “Our aim has always been to create distinct services with
loyalty
local flavor to remain close to the hearts of our customers,” said Michael Kuehner, Robi’s
• 5–50x faster query reports
Managing Director and CEO.
• 15% decrease in utilization
But as the eighth-most populous country in the world and with a Next Eleven (N-11)
economies designation from Goldman Sachs, Bangladesh became a magnet for mobile
telecom companies. Competition intensified; prices for phones and service stabilized at low
rates; and service, products, and innovation became the only way to attract and retain
customers. Campaigns—and data on how they were working—became more frequent and
important. However, increased campaign demands began to strain Robi’s underlying data
warehousing and business intelligence system, underscoring its weak processing capabilities
and lack of storage space. Robi also noticed that its two biggest competitors both had
extensive processing capacity for their commercial activities.
The need to improve its campaigns and compete within these new and technologically more
sophisticated parameters prompted Robi to re-examine its entire IT infrastructure, which
was essentially added onto and layered over its original 1997 grid. “A cutting-edge
technological system had become a necessity for Robi to compete effectively in the market,”
Kuehner said.
Robi wanted a system that would address a range of issues, including inadequate data
processing capabilities and storage space. The new system needed to support ongoing data
analysis of subscribers’ call patterns and usage trends, carry out detailed, segmented
customer-cohort analysis, and generate effective and comprehensive post-marketing
campaign evaluation reports.

The Oracle Exadata Solution

Oracle Exadata Database Machine represents a breakthrough in information technology,
using an innovative software stack and unique architecture built on industry-standard
hardware. The system combines servers, storage, networking, and software in a fully
integrated platform that is hugely scalable, highly secure, fully redundant, and less costly to
operate. As Robi IT executives observed, the result is significantly faster performance for
data warehousing applications.

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ROBI AxIATA lImITED

Robi installed an Exadata Database Machine X2-2 Half Rack in May, 2010, consolidating
its data warehouse onto one integrated platform. Robi also deployed Oracle Data Mining on
its Exadata platform to improve marketing campaigns and gain deeper insights into its
customer base. Robi manages the entire stack using Oracle Enterprise Manager.
Because the core system components were built from an integrated Oracle technology stack,
Exadata was fast and easy to deploy. Hardware installation took one day; software took
another day; and the database and warehouse framework, configured to support Robi’s
existing data warehouse structure, took three days. Within one week, Robi had the new
system up and running, including migrating all the legacy data. “The migration was
remarkably easy, said Rana Shohel, vice president, Robi. “Going with Oracle saved us time
in not having to do extensive rewiring of applications into a different environment.”

Operational And Strategic Benefits

Directly after moving to Oracle Exadata, Robi began to see an array of operational and
financial benefits, ranging from million-dollar productivity gains among its business clients
to a marked rise in customer satisfaction. From a strategic perspective, Exadata has given the
company the platform it needs to compete more effectively, support growth, and boost
customer loyalty—while at the same time containing IT overhead costs.

Figure 1: 5–10x Faster Reports

Significantly Higher System Performance

As a direct result of the performance enhancements from Exadata, Robi can now run reports
significantly faster—typically 5–10 times faster, but in some cases as much as 50 times faster
than in the previous environment. “We saw first-hand the power of conducting non-index
searches and what that could mean for product development and for our customers, and how
it could potentially transform our business,” said Shohel.

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 ROBI AxIATA lImITED

How Exadata maximizes

The move to Exadata also enabled Robi to avoid reporting delays that it was experiencing
when system utilization approached 100% during peak hours. Today, Robi’s utilization rates
Performance
are running at about 85%, affording the company enough headroom to maintain superior
• Exadata Smart Scan. The smart
performance. Robi also saw an immediate and substantial drop in data warehouse loading
storage software in Exadata offloads
times—from one hour on the legacy system to six minutes on Oracle Exadata, as shown in
data-intensive query processing from
Figure 3.
Oracle Database 11g servers to
Exadata’s storage layer for parallel data
Figure 2: 15% Reduction utilization Rate Figure 3: Data loading Time by minutes
processing. Because there’s less data
moving through the higher bandwidth
connections, performance improves
significantly as well as concurrency for
simple and complex data warehousing
queries.
• Exadata Smart Flash Cache. With
more than 5 terabytes of flash memory
per full rack, Oracle Exadata intelligently
caches “hot” data and assigns the rest
to disk storage, giving organizations the
speed of flash with the
cost-effectiveness of disk storage.
Exadata Smart Flash Cache can process
up to 1.5 million random I/O operations
per second and scan up to 50 GB of
data per second to deliver ultra-high
performance for OLTP applications.

uS$1.3m Productivity Savings for Business users

The boost in system performance is leading to significant increases in business user

productivity. With Robi’s business analysts (about 50) running about 6,000 searches per day,
the speedier Exadata platform means users spend substantially less time validating and
re-running reports and data. The improvement is expected to save an estimated 3 hours per
user per day, translating into savings of more than US$1.3M over three years. The company
will benefit by giving business users more time to spend on value generating activities.

End-user Deliverables Supported by Exadata

• Business Analytics • Data for Strategic Analysis

• Decision Support Analytics • Financial Reporting

• Strategic and Business Decision Support Analytics • Revenue-Stream Data
• Campaign Management • Analytics for Technical and Operational Support
• CRM Analytics (Customer Satisfaction, • Different Statistics regarding Technical Systems

Complaints, Customer Care Service)

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ROBI AxIATA lImITED

Deployment Cost Savings

Leveraging Exadata’s pre-integrated infrastructure and dedicated vendor support, Robi saved
significantly on deployment time and costs. Robi estimates the Oracle Exadata deployment
required about 90% fewer hours to implement compared to a typical data warehousing
solution. The integrated system’s overall simplicity, ease of adoption, and streamlined
network architecture also contributed to the economical deployment. As shown in Figure 4,
Robi estimates it saved US$95K (BDT7.1 million) on implementation costs alone.

Figure 4: Streamlined Exadata Deployment Yields Savings

Deployment IT Resource Time

Hours Cost to Deploy
Typical Comparable Solution Deployment 320 $180,800

Oracle Exadata Deployment 40 $13,600

Estimated IT Deployment Savings 280 $95,200

lower System Ownership Costs

By consolidating its data warehouse and analytics operations on a single integrated Exadata
system, Robi will garner significant savings in the form of avoided hardware outlays and
lower software licensing costs, the assessment showed. “All the hardware and software
components are engineered to work together, be managed together and supported together,
resulting in lower total cost of ownership and lower ongoing costs,” Shohel observed.
According to the assessment, Robi will avoid an estimate $250K in hardware costs by
consolidating multiple systems onto Exadata, and will save approximately $250K on lower
software and licensing costs.

Figure 5: Handling more Data with lower utilization

eBIS at a glance
Old Current

(now supported by Exadata)

• ~100m CDRs/day • 300m+ CDRs/day
• 7.5m customers • 15m+ customers
• 20 data sources • 30+ data sources
• 15 BO licenses • 50 BO licenses

• 5 TB of storage • 40 TB of storage

• 100% system utilization (peak hours) • 500 marketing campaigns per quarter

causing huge delays in reports generation

• 10–12 marketing campaigns per quarter • Comprehensive analysis based on SIM, time and

location
• In-house simple data extraction and • 40 TB of storage

data mining tools

• Limited analysis and data retention • Longer data retention

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 ROBI AxIATA lImITED

uS$200K Storage Cost Avoidance

Robi will also benefit from using Exadata’s compression capabilities to cost-effectively scale
out system capacity when needed and extend the life of its storage infrastructure. Robi’s IT
administrators observed that most Oracle Exadata tables can be maintained at 2X
compression levels with no loss of performance, and that less frequently accessed information
can be stored at 7X to 10X compression without impacting performance. Extended storage
capacity will mean that Robi can avoid near-term purchases of additional storage equipment
– a benefit that will save the company an estimated US$200K over three years.

Improved Customer Insights

At the end of the day, the performance advantage provided by Exadata is about getting
business insights into the hands of decision makers in a more timely fashion. Today, business
decision makers at Robi are accessing customer data and running more complex market
analytics faster than ever before. The result is accelerated response to market shifts, a more
complete view of the customer (through a profitability matrix), and better support for
marketing campaigns and business initiatives.

Benefits Summary
According to Mainstay’s projections, Robi’s investment in the new Oracle Exadata platform
is expected to generate total business and IT benefits of approximately $2.1M over three
years, as shown in Figure 6. The largest portion of the benefits will come from ongoing
business user productivity increases, with additional benefits coming from avoided hardware
and software cost avoidance and system deployment savings. Robi is expected to breakeven
on its investment in less than one year and is on track to earn a 60% ROI over three years.

Figure 6: Benefits by Category—Three-Year view

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SK TElECOm

Oracle Customer:
SK Telecom Strengthens Real-time Service
SK Telecom
Seoul, Republic of Korea Analysis and Enhances Customer Satisfaction
www.sktelecom.com

“We use Oracle Exadata Database Machine as the high performance database
Industry: platform to bring together data from our systems for roaming and usage enquiries.
Communications Both systems had become more elaborate due to the increased complexity of data
analysis and verification. Presently, Oracle Exadata Database Machine processes
on average 40 billion transactions each day with no strain on the hardware
Annual Revenue:
components.”
Over US$5 Billion
Jin-hyung lee, Manager, Network Engineering Department, SK Telecom

Employees: SK Telecom is Korea’s largest mobile communications service provider, specializing in

4,463 data-driven applications and advanced multimedia services delivered to cell phones, personal
digital assistants, and MP3 players. It provides music and streaming video services such as
Oracle Products & Services: movies, video clips, animation, games, sports, and television programs, as well as real-time
financial information (such as stock trades, investments, and insurance policies).
• Oracle Exadata Database Machine
• Oracle Business Intelligence, Since its foundation in 1984, SK Telecom has maintained its commitment to customer
Enterprise Edition service. In 2009, the company was ranked first in the national customer satisfaction index
• Oracle Data Integrator
(NCSI), the Korea customer satisfaction index (KCSI), and the Korean standard service
quality index (KS-SQI). SK Telecom was also voted most innovative company of the year by
• Oracle Partitioning
Wall Street Journal Asia.
• Oracle Linux
• Oracle Unbreakable Linux SK Telecom leads in customer satisfaction by being innovative. The company’s aim is to
improve satisfaction by providing detailed and accurate usage information in real-time,
which would help users obtain the information they want without having to go through
complicated call center procedures.

Providing a Better Customer Experience

SK Telecom prides itself on being an innovative communications company that introduces
new products and services ahead of a changing market. Due to the increasing demand for
more wireless mobile data from smart phone customers, SK Telecom became the first mobile
communications operator in Korea to introduce rate plans with unlimited data usage. This
led to a large increase in data volumes and, as a result, the company’s data analysis and
verification processes became more complex.
To address these issues, SK Telecom developed a range of support systems, including a data
billing analysis system in October 2009, the first system to benefit from increased
performance through the use of Oracle Exadata Database Machine. The company migrated to
Oracle Exadata Database Machine V2 in December 2010. Due to rapid increases in database
size, in May 2011 SK Telecom added Oracle Exadata Database Machine X2-2, incorporating
Exadata Storage Server Software, enabling the company to store 1 petabyte (PB) of raw data.
A second system was developed to offer more detailed categorization of usage data, making
available that data in real-time.
SK Telecom also implemented a third system: a roaming data inquiry system based on the
prediction that customers would increasingly demand access to more detailed usage
information. The system would also support the increase in roaming data traffic due to the
use of services such as e-banking and e-mail. All three systems benefit from improved
performance on Oracle Exadata Database Machine V2 and Oracle Exadata Database Machine
X2-2.

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Achieved 10:1 (10x) Data Compression Rate

“In comparison to custom-built equipment with similar capabilities, Oracle Exadata
Database Machine has overwhelmingly superior performance, with average data processing
rates 8 to 20 times greater than other SK Telecom in-house systems.”
Jin-hyung Lee, Manager, Network Engineering Department, SK Telecom
Today SK Telecom runs 70 billing collection systems on Oracle Exadata Database Machine
V2 and Oracle Exadata Database Machine X2-2. The systems process, on average, 40 billion
transactions each day, equivalent to 10 terabytes (TB) of raw data.
SK Telecom compresses raw user data before it is loaded into Oracle Database 11g. “We use
the Oracle Exadata Hybrid Columnar Compression technology to compress around 10TB of
raw data each day, reducing the data size to 1TB, achieving a 10:1 (10x) compression rate,”
said Jin-hyung Lee, manager, network engineering department, SK Telecom. “This means
we need fewer storage resources.”
Oracle Exadata can support 560 simultaneous users per hour, with data processing rates
between 8 to 20 times greater than other SK Telecom in-house systems. It is also two to
three times faster when it comes to real-time extract, transform, and load processes, as well
as daily batching and fact generation.

Strengthening Responsiveness by Enhancing Service Analysis

In 2009, SK Telecom deployed Oracle Exadata Database Machine to run a data billing
analysis system, which checks for any billing inconsistencies before invoices are sent to
customers. This led to a10-fold improvement in data warehouse querying performance and
enhanced billing accuracy, which uncovered millions of dollars of unbilled revenue. This
delivered a very quick return on investment (ROI).
With the introduction of the data billing verification system in 2009, SK Telecom also
gained the ability to provide proactive services, which reduced the cost of labor assigned to
answering customer billing inquiries and increased customer satisfaction.
In 2010, SK Telecom implemented Oracle Exadata Database Machine V2. In the same year,
the company also introduced usage data and roaming data inquiry systems, further
enhancing proactive services as these systems allow customers to search for their roaming
data usage information.
In response to a rapidly growing database, in May 2011SK Telecom implemented Oracle
Exadata Database Machine X2-2, incorporating Exadata Storage Server Software, enabling
the company to store 1PB of raw data.
As the Oracle Exadata Database Machine platform collects and processes data in real-time,
SK Telecom can now develop a data traffic prediction system. This system can systematically
prepare for the increase in data traffic caused by the rise in the use of mobile internet
services, both in Korea and abroad.

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SK TElECOm

As demand for more data throughput increases and customer expectations grow, SK Telecom
aims to expand areas of analysis used for planning and predicting services. The company is
also seeking to improve the volume of data throughput and accuracy, and it plans to utilize
new solutions and optional functions offered by Oracle, such as database compression and
partitioning, to enhance the performance of existing systems.

Easy Data Integration and Analysis

SK Telecom implemented Oracle Data Integrator to ensure data from its various systems can
be easily integrated into the Oracle Exadata Database Machine. Oracle Data Integrator
provides extremely fast data integration capabilities, while ensuring maximum availability of
the Oracle Exadata Database Machine.
The company also uses Oracle Business Intelligence Enterprise Edition to analyze billing
data, customer usage and roaming information, and trends in mobile internet usage. This
ensures SK Telecom is fully aware of any changes in customer usage and preferences, as well
as industry developments, helping the company develop strategies to grow its business.

Challenges
• Implement a system that provides detailed, accurate information about customers’ roaming
data usage
• Ensure high availability and powerful performance to support billions of transactions a day
• Improve the efficiency of customer support staff by giving them the information they need
to answer queries promptly

Solutions
• Improved service by implementing systems that allow customers to search for detailed data
usage and roaming information, which is made available in real-time
• Achieved average data processing rates 8 to 20 times greater than other SK Telecom
in-house systems
• Delivered performance that was two to three times higher for real-time extract, transform,
and load processes, and daily batch and fact generation
• Established an environment for processing, on average, 40 billion transactions per day
• Accomplished a ten-fold improvement in data warehouse querying performance and
enhanced billing accuracy
• Attained a 10:1 (10x) data compression rate
• Stored up to 1 PB of raw data
• Prepared for an increase in customer usage by implementing a data traffic prediction
system

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 SK TElECOm

• Gained a large capacity, packaged system that offers high performance, stability, and
availability
• Ensured data from its various systems can be easily integrated into the Oracle Exadata
Database Machine, by deploying Oracle Data Integrator
• Strengthened strategy planning through regular analysis of billing, customer usage and
roaming information, and trends in mobile internet usage

Why Oracle
Oracle Exadata Database Machine was chosen because test results showed it could support
and exceed the performance service level agreements required for all new systems designed to
enhance customer satisfaction. The data usage and data roaming systems have been deployed
on Oracle Exadata Database Machine in a large multi-terabyte data warehouse. Oracle
Exadata Database Machine runs on Oracle Linux and offers SK Telecom the stability and
flexibility to expand according to data usage, and optimized data warehouse performance.
SK Telecom was the first company in the Asia-Pacific region to implement Oracle Exadata
Database Machine. The company selected Oracle to underpin its integrated billing analysis
system because of its previous experience with Oracle products and services. Oracle Exadata
Database Machine’s performance was confirmed when the extraction of voice-of-customer
data was shortened from between one and three days to real-time, while maintaining
accuracy.

Implementation Process
SK Telecom first implemented Oracle Exadata Database Machine in 2009, going live in
October of that year. The migration to Oracle Exadata Database Machine V2 started in July
2010. The company went live in December 2010. In May 2011, SK Telecom implemented
Oracle Exadata Database Machine X2-2, going live in October 2011. The company utilized
the Oracle Unbreakable Linux support program to ensure the availability of its database
infrastructure.

SK Telecom is the largest mobile communications service provider in Korea, specializing in

data-driven applications and advanced multimedia services delivered to cell phones, personal
digital assistants, and MP3 players.

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SOFTBANK mOBIlE CORPORATION

Oracle Customer:
SoftBank mobile Corporation Improves
SoftBank mobile Corporation
Tokyo, Japan Database Query Performance by up to Eight Times
mb.softbank.jp

“Oracle Exadata Database Machine has enabled SoftBank Mobile to create a data
Industry: warehouse with up to eight times the processing capacity of our previous data
Communications warehouse while reducing our overall database running costs by 50%.”
Keiichiro Shimizu, Senior General Manager, Planning Management Department,
Information Systems Division, SoftBank Mobile Corporation
Annual Revenue:
US$19.4 Billion
Established in 1986, SoftBank Mobile Corporation is a leading mobile telecommunications
service provider based in Tokyo, Japan. It offers a range of mobile services that run on
Employees: Wideband Code Division Multiple Access (W-CDMA) and Universal Mobile
6,300 Telecommunications System (UMTS) 3G networks.

Driven by the popularity of smart phones, SoftBank Mobile has achieved the highest growth
Oracle Products & Services:
in Japan’s mobile phone market over the past two years, attracting more than 200,000
• Oracle Exadata Database Machine subscribers per month.

This increase in subscribers from a previous average of 50,000 per month strained the
company’s data warehouse.

“We quickly realized that with this expected increase, we would run out of storage capacity
by the end of March 2010,” said Keiichiro Shimizu, senior general manager, planning
management department, information systems division, SoftBank Mobile Corp.
“Performance problems started to occur; it was taking us 25 hours to analyze the data log
each day.”

Database Performance Increased up to Eight Times

In January 2009, SoftBank Mobile conducted an Oracle Exadata Database Machine
proof-of-concept test with a data volume based on an expected future increase in
transactions.
During this test, the company’s data warehouse performance improved by up to eight times.
As a result, SoftBank Mobile determined it was able to replace 36 Teradata racks with just
three Oracle Exadata racks.
The new data warehouse, running on Oracle Exadata, is connected to the customer care and
billing system, which runs on Oracle Database. It can store up to 150TB of data, an increase
in capacity of 150% on the previous Teradata solution.

Faster Performance at a lower Cost

The intelligent storage software in every Oracle Exadata Database Machine enables the
company to offload processing from its database server to the storage servers. This provides
significant database performance improvements by reducing database server CPU
consumption while eliminating network bottlenecks.
For example, it now takes only seven hours to analyze call records and customer logs each
day, compared to 25 hours previously.
This enables SoftBank Mobile to serve customers faster based on common call details records
and customer logs, which has strengthened the company’s marketing power.

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 SOFTBANK mOBIlE CORPORATION

Key Benefits: Operational Costs Reduced

• Replaced 36 Teradata data racks with SoftBank Mobile’s operational costs have been significantly reduced since the introduction of
three Oracle Exadata racks Oracle Exadata Database Machine.
• Increased storage capacity for “Oracle Exadata Database Machine has enabled us to create a data warehouse with up to
data warehouses to 150TB, an increase eight times the processing capacity of our previous data warehouse, while reducing our
of 150% on the previous capacity overall database running costs by 50%,” Shimizu said.
• Improved database query performance The introduction of Oracle Exadata Database Machine has also helped increase staff skills by
by up to eight times eliminating proprietary technology and utilizing over 100 Oracle master engineers.
• Reduced database running costs by
“It’s also much easier to get access to engineers that have the relevant experience working
50% and operational costs by more
with this system, and our operational costs are less than half what they were previously,” said
than half Shimizu.
• Analyzed call detail records and
customer logs from each day in seven Why Oracle?
hours rather than 25 hours
SoftBank Mobile initially considered updating its existing data warehouse but decided it
would be too costly. The company then compared five solutions before selecting Oracle
Exadata Database Machine.
According to Yuji Watanabe, deputy manager, operations department, business base
management department, information systems division, SoftBank Mobile Corp, Oracle
Exadata Database Machine is an open and high performing system.
“The technology is also based on Oracle Database, a simple architecture that we understand,
so we knew we would succeed implementing the system,” he said.
Masaki Matsuoka, project manager, information systems division, business base management
department, project promotion department, SoftBank Mobile Corp, travelled to the United
States in March 2009 to observe the system at one of Oracle’s test centers.
“The system processed a data volume exceeding one trillion items within a few seconds,” said
Matsuoka.

Implementation Process
The implementation took just three months after system analysis and base design phase, and
was completed in May 2010. The Oracle Development and Oracle field teams fully
supported this project.

SoftBank Mobile Corporation is a leading mobile telecommunications service provider based

in Tokyo, Japan. It offers a range of mobile services that run on WCDMA and UMTS 3G
networks.

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SOgETI uSA llC

Oracle Customer:
Sogeti uSA llC Improves Performance and
Sogeti uSA llC
Dayton, OH Productivity of Critical Business Systems
www.us.sogeti.com
Founded in 1967, Sogeti is a leading provider of IT consulting services. It is a member of
Industry: the Capgemini Group, one of the world’s largest consulting services firms, and has 20,000
Professional Services experts in 15 countries. Sogeti USA LLC is headquartered in Dayton, Ohio, with local
branches in 23 cities across the United States. It specializes in enterprise IT solutions
including application development, infrastructure services, business information
Annual Revenue:
management, testing, advisory services and engineering services.
US$2 Billion

Challenges
Employees:
• Support growing business with scalable, cost-effective business systems
2,000
• Improve performance of company’s OLTP applications
Oracle Products & Services: • Move from a batch-reporting to a real-time reporting model to better meet the needs of its
clients
• Oracle Exadata Database Machine
• Oracle Financials • Reduce time for customizing code and optimizing queries
• Oracle Human Resources • Consolidate multiple database instances to simplify administrative tasks, and reduce
• Oracle Assets infrastructure costs
• Oracle Internet Expenses
• Decrease periods of unavailability of its business systems
• Oracle Accounts Payable
• Oracle Accounts Receivable
Solutions
• Oracle Time and Labor
• Migrated Oracle E-Business applications onto Oracle Exadata and aggregated all Oracle
database instances into a single instance, providing superior performance and reliability
and simplified administration
• Reduced the weekly tape backup from four hours to five minutes, enabling the switch to
daily backups on disk and database replication in the cloud
• Provided real-time reporting for critical key performance indicators such as sales
performance, financial KPIs, HR KPIs, account performance and project performance
tracking.
• Improved system reliability, enhancing productivity of the business users and enabling
them to provide better support to their IT services customers
• Reduced the number of servers required and simplified software licensing, resulting in
“As an IT consulting services meaningful cost savings
provider, we know a successful
• Improved accuracy of measuring profitability for each cost center and practice area
project when we see one, and
our migration to Oracle Exadata • Reduced dependence on IT staff for reporting, enabling them to focus on more
was a huge success. We have value-added activities
consolidated OLTP applications
and enhanced reporting, while
improving productivity and
reducing costs.”
manohar Reddy, Sr. Manager of
Applications, Sogeti USA LLC

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 SQuARE TWO FINANCIAl

Oracle Customer:
SquareTwo Financial Increases Database
SquareTwo Financial
Denver, CO Transaction Speed Four-Fold, Improves Scalability
www.squaretwofinancial.com
to Meet Exponential Company Growth
Industry:
Financial Services
“Oracle Exadata Database Machine X2-2 HC Quarter Rack and Oracle Exalogic
Elastic Cloud give us the scalability we need to ensure the company continues
to grow and evolve. They enable us to handle thousands of concurrent users
Annual Revenue: and provide optimal performance to ensure we maintain constant contact with
US$100 to US$500 Million customers and leverage revenue opportunities. In addition, their out-of-the-box
functionality enabled us to implement the products in just 134 days.”
Employees: Bill Weeks, Senior Vice President and Chief Information Officer, SquareTwo
266 (as of November 2011)
Financial

SquareTwo Financial, a leader in the US$100 billion asset-recovery and management

Oracle Products & Services: industry, plays an integral role in maintaining the integrity of a credit-based economy,
• Oracle Exadata Database Machine including bringing much needed liquidity to the financial services sector through purchases
• Oracle Exalogic Elastic Cloud of distressed assets. It is also involved in the recovery of those assets through its pioneering
• Oracle Consulting
network of legal partners, who liquidate the debt. As one measure of SquareTwo Financial’s
current success, the company now does business with eight of the top-10 credit card issuers
in the United States. SquareTwo Financial considers technology a company cornerstone,
which is a key differentiator from competitors in the industry, and a driver of its business
success. SquareTwo Financial’s state-of-the-art debt collection management system, called
eAGLE, is integral to the company’s core business areas of acquiring and managing debt. It
also serves as the foundation for SquareTwo Financial’s Partners Network, which includes 36
affiliates across the United States. The eAGLE system assesses and loads debt, then
distributes that debt to SquareTwo Financial’s Partners, where payment processing and
reconciliation occur.

SquareTwo Financial began searching for a technology solution when its legacy hardware
infrastructure neared end of life and would soon be unable to keep pace with the company’s
exponential growth. In January 2011, eAGLE had 800 daily users, and by October 2011,
the system had 1,500 daily users, processing approximately 680,000 user transactions. The
company needed to enhance its scalability to meet such a growth in demand. In addition, it
needed to enhance system performance. With the legacy system, the data warehouse process
ran for approximately 16 hours and then cut off data at 6 p.m. to ensure it was available for
the next morning—meaning it was incapable of processing a full day’s worth of data.

SquareTwo Financial reviewed different hardware solutions and then chose Oracle Exadata
Database Machine X2-2 HC Quarter Rack and Oracle Exalogic Elastic Cloud. After a
90-day-trial, the company worked with Oracle Consulting to install the new solutions in 44
days. With the implementation, SquareTwo Financial increased database transaction speed
four-fold and realized a 28% improvement in performance. Initial performance tests showed
that eAGLE could handle as many as 25,000 daily users—demonstrating it had the
scalability to handle additional growth.

In addition, the data warehouse process can now commence at 10 p.m. to ensure SquareTwo
Financial processes a full day’s worth of data.

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SQuARE TWO FINANCIAl

Challenges
• Enhance hardware scalability to ensure the system maintains optimal functionality while
the number of users, from SquareTwo Financial and its partners, increases exponentially
• Accelerate system processing speed to increase the number of transactions franchise
partners—who work with end consumers to liquidate debt—can process per day to
enhance customer contacts and subsequently revenue
• Implement the new hardware solution quickly to ensure the company can keep pace with
data demands
• Reduce data warehouse processing time to ensure processing a whole day’s worth of data
• Decrease IT maintenance costs with a consolidated environment

Solutions
• Implemented Oracle Exadata Database Machine X2-2 HC Quarter Rack and Oracle
Exalogic Elastic Cloud to serve as the foundation for eAGLE—the company’s debt
collection management system—to handle a significant increase of daily users, which had
increased from 800 to 1,500 in 10 months
• Leveraged Oracle Exadata and Oracle Exalogic to increase database transactions
approximately four-fold and enhanced performance by 28%
• Improved system scalability, including the ability to handle as many as 25,000 daily users
without decreasing performance
• Processed 100 more transactions per day per franchise collector, enabling more customer
contacts and revenue opportunities
• Gained the ability to commence data warehouse processing four hours later than with the
legacy system, ensuring a whole day’s worth of data can be processed
• Used Oracle Exadata and Oracle Exalogic to reduce, from 98 to 2, the number of
environments requiring updates for new system roll-outs
• Leveraged Oracle Exalogic Elastic Cloud to enhance performance speed by 1 second, even
as the load on the system continued to increase, an improvement from 2.5 to 3 seconds per
transaction, to 1.5 to 2 seconds

Why Oracle
SquareTwo Financial chose Oracle Exadata Database Machine X2-2 HC Quarter Rack and
Oracle Exalogic Elastic Cloud after reviewing many potential hardware solutions, including
options from IBM, and participating in a 90-day proof-of-value period with the product. In
addition, SquareTwo Financial was already using a number of Oracle solutions, including
Oracle SOA Suite and Oracle Identity Management, giving the company a consolidated
platform to reduce maintenance costs and ensure optimal performance. Finally, Oracle
Exadata and Oracle Exalogic maintained the out-of-the-box functionality necessary to
implement the product quickly and cost effectively.

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 SQuARE TWO FINANCIAl

Implementation Process
Quickly implementing Oracle Exadata Database Machine X2-2 HC Quarter Rack and
Oracle Exalogic Elastic Cloud was critical for SquareTwo Financial, as its data demands were
growing rapidly. First, an Oracle team visited SquareTwo Financial and completed an Excite
Review to determine exactly the company’s hardware needs. After determining a quarter
rack was the best fit for SquareTwo Financial’s data demands, a 90-day proof-of-value period
commenced. Following a successful trial period, SquareTwo Financial worked with Oracle
Consulting to implement Oracle Exadata and Oracle Exalogic in 44 days.

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TARgETBASE

Oracle Customer:
Targetbase Improves Performance Dramatically,
Targetbase
An Omnicom Group Inc. Company Speeds Time to Market and Lowers Total Cost of
Irving, Texas
www.targetbase.com
Ownership for Clients

Industry: Targetbase is a data-driven marketing agency that delivers customer engagement through
Professional Services database, digital, and direct marketing expertise. It uses data-driven insight to create
powerful brand communications that combine the right messages and tactics through the
best channels with optimal timing. The results are strong creative services that drive
Oracle Products & Services: customer engagements and deliver motivated individuals, ready to take action.
• Oracle Exadata Database Machine
• Oracle Data Guard Challenges
• Boost processing power significantly to support the real-time and evolving mixed
processing capabilities and complexities required to deliver sophisticated marketing
services for Targetbase customers
• Increase throughput to get clients to market in a timely manner with the right message to
the right audience at the right time
• Ensure ability to maintain bidirectional dialogue with consumers in all digital channels
• Gain ability to quickly interpret raw consumer data and enable actionable insight

Solutions
• Deployed Oracle Data Guard to ensure client data is secure and recoverable in the event of
a system outage
• Allowed Targetbase to provide more services to its clients by improving throughput
• Deployed Oracle Exadata Database Machine to improve data processing performance and
lower storage costs
• Achieved up to a 30-fold improvement in the performance of ad hoc database queries
• Accelerated updates and refreshes to client key performance indicators by nine-fold
• Decreased the time required for analytical queries from hours to seconds in many cases for
faster and more in-depth analysis of client marketing initiatives
• Reduced data storage costs by up to 30% in many cases, using Oracle Exadata Hybrid
Columnar Compression
“We’ve always been an Oracle • Integrated analytical modeling capabilities with client Web sites, point of sale systems,
shop, so migration was and enterprise resource planning systems to ensure real-time marketing information
relatively easy. Going Oracle
to Oracle saved us time in not
having to rewire apps into a
different environment. And the
performance improvements
have been dramatic and game
changing for our business.”
Ed Forman, Chief Technology
Officer, Targetbase

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 TRIBuNAl DE JuSTIÇA DE SANTA CATARINA

Oracle Customer:
Tribunal de Justiça de Santa Catarina Improves
Tribunal de Justiça de Santa Catarina
(Santa Catarina Court of Justice) Application Performance by 90% with Data
Santa Catarina, Brazil
www.tjsc.jus.br
Storage Architecture That Is Engineered to Work
Together
Industry:
Public Sector
“Oracle Exadata Database Machine ensures superior performance and streamlines
managing the data environment as compared to traditional IT models. We are very
Employees: satisfied with our new agile, robust, and scalable infrastructure that has enabled us
9,000 to reduce costs and improve performance.”
Renato Chierighini, Data Administration Division Chief, Tribunal de Justiça de
Santa Catarina (Santa Catarina Court of Justice)
Oracle Products & Services:

• Oracle Exadata Database Machine The Tribunal de Justiça de Santa Catarina (Santa Catarina Court of Justice), the judicial
branch in Santa Catarina state, works to improve delivery of judicial services in the region.
Oracle Partner: The court maintains records for 2 million legal cases, and it has updated its IT structure to
Samaia IT more efficiently manage open cases. Many of its files have been digitized, and new cases are
www.samaiait.com.br
now initiated in digital format to improve processing and facilitate authorized internal and
external access to them.

Document digitalization and the use of digital certification led to a four-fold increase in the
size of the court’s database, resulting in performance problems. To resolve this issue, the
court migrated its core applications—including systems for legal case management, judicial
deposit financial control, its jurisprudence database, and Diário da Justiça Eletrônica
(Electronic Justice Daily) publication-to Oracle Exadata Database Machine X2-2 Half Rack.

With this implementation, the court improved application performance by 90% and
reduced costs of hardware and management by 30%,when compared to its legacy
infrastructure. In addition, it reduced the time needed to generate reports on the
productivity of the court’s 450 judges, from two hours to 20 seconds. Further, Oracle
Exadata Database Machine made it easier and faster for judges, prosecutors, and government
officials to access important case information.

Challenges
• Improve data environment performance, which had experienced slowdowns and periods of
unavailability for end users, such as judges, prosecutors, bailiffs, court officers, and external
counsel
• Simplify the court’s data management infrastructure to enhance response time for core

applications, including its systems for legal case management, judicial deposit financial

control, daily journal publication, and its jurisprudence database

• Expand storage capacity to absorb data volume growth resulting from case file

digitalization and the use of digital certification

Solutions
• Worked with Oracle Partner Samaia IT to deploy Oracle Exadata Database Machine X2-2
Half Rack, acquiring an agile, robust, and scalable infrastructure to resolve database
performance problems

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TRIBuNAl DE JuSTIÇA DE SANTA CATARINA

• Created an integrated data environment—including a server, database, and storage—with

a single management point to optimize and enable proactive IT management, while
improving IT team productivity
• Expanded data storage capacity to support database growth, which had quadrupled in
recent years to 4 terabytes due to case digitization and digital certification
• Ensured 30% savings, compared with cost of expanding storage capacity and performing
maintenance on traditional servers and storage over the next five years
• Reduced the time required to generate reports on the productivity of the court’s 450
judges from two hours to 20 seconds —without changing any code
• Improved response time for core applications by 90%
• Provided high case availability for consultation by hundreds of external users, such as
lawyers, prosecutors, other court officers, government officials, and the community at large

Why Oracle
“Oracle Exadata Database Machine ensured a 30% savings in acquisition and maintenance
costs for the data management platform, compared to the legacy storage and server model we
had been using. Our technical team will never give up Oracle Exadata Database Machine.
We are very satisfied with it, and, in our opinion, it is the best solution on the market,” said
Renato Chierighini, Data Administration Division Chief, Tribunal de Justiça de Santa
Catarina.

Partner
Tribunal de Justiça de Santa Catarina worked with Oracle Partner Samaia IT to implement
Oracle Exadata Database Machine.

“The Samaia IT team was very committed to making everything work right. They went
beyond what the contract required. Samaia IT was a true partner,” said Renato Chierighini,
data administration division chief, Tribunal de Justiça de Santa Catarina (Santa Catarina
Court of Justice).

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 TuI NEDERlAND N.v.

Oracle Customer:
TuI Nederland N.v. Improves Service and Online
TuI Nederland N.v.
Rijswijk Zh, Zuid-Holland, Netherlands Sales with Data Warehousing Solution
www.tui.nl
TUI Nederland N.V. was formed in 1995 by a merger of the nation’s two leading tourism
Industry: companies at the time, Arke and Holland International, and is now one of the leading travel
Travel and Transportation agencies in The Netherlands. TUI Nederland includes approximately 220 travel agencies.

Annual Revenue: Challenges

US$1.3 Billion • Improve database performance to meet the challenge of providing real time information on
travel opportunities despite ever-changing travel pricing, taxes, and availability details
Employees: • Improve online transaction processing (OLTP) performance to optimize online sales, by
2,200 improving customer experience on the company’s Web sites

Oracle Products & Services: Solutions

• Deployed Oracle Exadata to improve database performance significantly in terms of speed
• Oracle Exadata Database Machine
and scalability
• Upgraded to a high-performance data warehouse that enables online customers and
agencies to see the most up-to-date and accurate travel details such as pricing, taxes, and
availability
• Enhanced customer experience by using Oracle Exadata to improve data quality and speed
up processing time, enabling TUI Nederland’s Web sites to provide customers with up-to
date availability information for each specific travel option before the booking process
begins
• Optimized online sales with the OLTP functionality by providing faster transaction
processes, resulting in more online conversion and higher sales
• Accelerated information processing, enabling TUI Nederland to process changes in price
and availability in a few hours, a process that previously took up to several days to
complete

“TUI Nederland selected Oracle

Exadata because it is the only
solution that meets our database
requirements—including online
transaction processing. The
performance and scalability
of Oracle Exadata enables our
travel agents to find answers
to complex questions quickly,
leading to greater efficiency,
improved service levels, and
ultimately a better market
proposition.”
Eli lysen, Senior Manager ICT,
TUI Nederland N.V.

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TuRKCEll

Oracle Customer:
Turkcell Accelerates Reporting Tenfold, Saves on
Turkcell
www.turkcell.com.tr/en Storage and Energy Costs with Consolidated
Oracle Exadata Platform
Industry:
Communications
“It was a never-ending race to match the company’s requirements for business
performance and capacity. After the test migration, users were so happy that they did
Oracle Products & Services: not let us go back. With Oracle Exadata Database Machine, we have outperformed
expectations and prepared Turkcell for future growth.”
• Oracle Exadata Database Machine
metin Yilmaz, IT Manager, Turkcell

About Turkcell
Turkcell is the leading communications and technology company in Turkey with 33.1 million
subscribers and a market share of approximately 54% as of March 31, 2011 (Source: Our
estimations, operators’ and Authority’s announcements). Turkcell is a leading regional player,
with market leadership in five of the nine countries in which it operates with its approximately
60.4 million subscribers as of March 31, 2011.

Turkcell reported a TRY2.1 billion (US$1.3 billion) net revenue with total assets of TRY15.2
billion (US$9.8 billion) as of March 31, 2011. Turkcell covers approximately 83% of the
Turkish population through its 3G and 99% through its 2G technology supported network. It
has become one of the first among the global operators to have implemented HSDPA+ and
achieved a 42.2 Mbps speed using the HSPA multi-carrier solution.

Turkcell has been listed on the NYSE and the ISE since July 2000, and is the only
NYSE-listed company in Turkey. 51.00% of Turkcell’s share capital is held by Turkcell
Holding, 0.05% by Cukurova Holding,13.07% by Sonera Holding and 1.19% by others,
while the remaining 34.69% is free float.

Executive Summary
Turkcell is Turkey’s leading mobile communications and technology company and ranks
third in Europe and 16th in the world by number of subscribers. Each day, Turkcell’s
networks process about 1.5 billion call records, which form the basis for critical business
reports used by teams in finance, marketing and other parts of the company. The amount of
data managed by the company is huge — over 500 TB and growing — and Turkcell wanted
to make sure that the heavy volume wouldn’t slow down the delivery of critical business
reports.
Turkcell found a solution in Oracle Exadata Database Machine, a new computing platform
that takes advantage of innovations in smart storage to radically boost system speed and
lower cost. After making the move to Oracle Exadata, Turkcell boosted reporting speeds
tenfold, eliminating long waits for users while also providing data compression capabilities
that cut the size of its data repository by a factor of eight. The Exadata migration required
no changes to system interfaces and allowed Turkcell to consolidate hardware and create a
highly scalable framework to handle future growth.
Mainstay Partners estimates that Turkcell’s investment in Oracle Exadata will break even
within 30 months and achieve an ROI of at least 25% over three years, with total benefits
expected to reach into the millions of US dollars over three years.
Turkcell should realize additional savings from a range of other improvements, including
more efficient disk space utilization, higher business user productivity, and faster system
deployments.

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 TuRKCEll

Background
Key Benefits:
• Achieved 25% ROI over three years In addition to Turkey, Turkcell operates in nine countries and has approximately 60.4
• Estimated $2M in total benefits million subscribers.1 The Istanbul-based company was the first — and remains the only —
• Accelerated report run time by 10x,
Turkish company listed on the New York Stock Exchange. In 2010, Turkcell Group reported
eliminating long wait times for business
revenue of US$6.0 billion.
intelligence Each day, Turkcell’s communications network generates about 1.5 billion call detail records
• Enabled significant infrastructure (CDRs), the computer records containing details of every phone call that passes through the
consolidation, reducing hardware network. The CDRs, along with other business information, adds up to a total of about 600
footprint by 90% TB of data, which Turkcell holds in more than 500 databases across the company.
• Leaner hardware environment reduced Eager to mine these data for customer and business intelligence, Turkcell built a high
energy costs capacity data warehouse that extracts 600 to 1,000 GB of data from more than 20 source
• Improved capacity and scalability to databases. Marketers, financial analysts and other business users rely on the data warehouse
handle future business data and to run more than 50,000 reports every month, helping Turkcell manage its finances, analyze
business growth customer trends, and evaluate marketing campaigns.
• Increased data throughput
But with the volume of data surging in recent years, Turkcell was looking at opportunities
performance, reducing backup time by
to boost the performance of the data warehouse and keep reporting operations running
3x
efficiently. Moreover, Turkcell was looking for ways to rein in its sprawling hardware
• Achieve up to 10x data compression,
footprint, which had been growing to accommodate the company’s expanding data
reducing overall data volume 8x
processing and storage needs. “Data storage requirements have been doubling every year,”
said Metin Yilmaz, IT manager at Turkcell. “It was a never-ending race to match the
business’ performance and capacity needs.”

The Oracle Exadata Solution

All of these challenges prompted Turkcell to launch a comprehensive initiative in 2009
aimed at simplifying and consolidating its data warehouse infrastructure and meet rising
service-delivery expectations. The implementation of Oracle Exadata Database Machine was
an essential part of the project, combining servers, storage, networking, and software in an
integrated platform that is massively scalable, secure, and redundant. Turkcell also replaced
its application server environment, subsequently loading data into the Exadata Database
Machine.
Installed and fully tested in less than four months, the Oracle Exadata platform featured an
upgrade to Oracle Database 11g and a new clustered server architecture running Oracle RAC
(Real Application Clusters) software and Oracle Linux operating system. Because Turkcell
1
These countries are: ukraine, could implement the Exadata environment without changing existing extract, transform,
Belarus, Turkish Republic of load (ETL) and reporting software or application interfaces, it could plan and manage the
Northern Cyprus, germany and in project as a simple migration. Alternative methods of boosting performance by rewriting
Kazakhstan, Azerbaijan, moldova, source code would have required a two- to three–year project, IT managers said.
georgia through Fintur. Subscriber
figures are as of march 31, 2011

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TuRKCEll

Operational And Strategic Benefits

Turkcell saw immediate benefits from the move to Oracle Exadata, with improvements
ranging from faster reporting to streamlined system management to reduced business risk.
“With the Oracle Exadata Database Machine, we have outperformed our users’ expectations
and we are prepared for future growth,” said Yilmaz. Exadata-driven cost and productivity
savings are expected to reach into the millions of US dollars over three years.

Consolidated Infrastructure Speeds Deployment

In the migration to Oracle Exadata, Turkcell replaced 10 data-storage cabinets and a Sun
M9000 server with a single full-rack high performance Exadata Database Machine, as shown
in Figure 1. The consolidated hardware footprint and Exadata’s simple implementation
requirements helped minimize Turkcell’s resource commitment.
IT managers noted that a comparable system implementation would have required at least
five dedicated IT resources (including OS, storage and database administrators) and at least
45 days longer to complete.
“Our main objective was to combine the data warehouse domain databases in a single rack
Oracle Exadata Database Machine environment,” said Yilmaz, the IT manager. “One
platform, one version, one vendor. Time wise, this was a tremendous savings.” The shortened
deployment timeline helped Turkcell avoid substantial labor costs.

Figure 1: 90% Reduction in Server and Storage Hardware

11

Number of Racks

Legacy Exadata

IT Administrative Efficiencies
Database
4 administrators noted that running Oracle Exadata generated significant IT
Recovery Time (in hours)

management efficiencies, in large part because of the simplicity of the one-box Oracle
3
solution. “Oracle Exadata requires very minimal storage and OS administrative work,” a
2 database administrator said. “We’re only involved during patching and installation
Turkcell
activities.” Additional time savings came from significant reductions in performance-tuning
1
requirements and simplified vendor support now that Turkcell has consolidated most of its
0
computing infrastructure on Oracle.

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 TuRKCEll

Currently, Turkcell’s IT group employs four system administrators to oversee the Exadata
platform in addition to other responsibilities. The company estimates that it has improved
administrative efficiency by about 20% during an average week, which is expected to
generate additional savings.

10x Boost in Reporting Efficiency

Exadata drove significant increases in reporting speed — a critical improvement for

hundreds of business users who run more than 50,000 reports each month to help track
market trends, analyze finances, and refine business strategies.2 In the previous environment,
it took about 30 minutes to generate a typical report and as much as four hours or more for
more complex analyses. Today, reports are running almost 10 times faster and about 90% of
all reports take less than five minutes to run.3
“End users can easily get the results they need when they arrive at work. There’s no waiting
for hours anymore,” said Yilmaz, adding that business managers and analysts can now focus
on productive activities such as generating new business. “This gives us a real advantage
because Turkcell is in a highly competitive environment and we can’t afford waiting hours to
get answers to questions.”
Turkcell estimates that more efficient reporting is saving users about one hour per week,
translating into significant annual productivity benefits. Moreover, the IT department has
reduced business risk by moving to a reporting platform that can handle the increase in
reporting that is expected in the next few years.

Figure 2: 10x Reduction in Average Report Run Time*

30
30
Number of Minutes

Number of Minutes
3
2
Turkcell estimates that it has about 300
active users of reporting services (50% Legacy Exadata Legacy
in marketing, 30% in Finance, and 20% *NOTE: This decrease was measured even *NOTE: This decrease was m
in IT) and about 3,000 distinct reports. as report volumes doubled over the last doubled over the last nine
nine months and data queries tripled.
3
Turkcell reported that some reports 4
Recovery Time (in hours)

run more than 400 times faster. Data Compression Yields Savings, Scalability
Reports taking longer than four
3
As Turkcell’s mobile communications business continues to expand, data volume is expected
hours to run, which numbered 2
about 87 in the legacy environment,
to grow to 500 TB within a few years, up from 250 TB today. Managing and storing such a
have been virtually eliminated.
huge 1amount of data is a major challenge for IT, and managers stressed the importance of
compression technologies to save disk space and speed backups.
0

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TuRKCEll

Figure 3: 8x Data Compression

The data compression features of Oracle Database 10g helped address the issue to an extent,
shrinking data volume from 250 TB to about 100 TB. But with Oracle Exadata’s hybrid
columnar compression technology, Turkcell achieved exponentially greater space savings,
cutting total data size to about 30 TB, an eightfold reduction. As a result, Turkcell expects
to benefit from lower costs associated with data storage hardware requirements.

Cost-Effective System Scaling

Turkcell will rely on Exadata’s space-saving capabilities to cost-effectively manage its

exploding data processing and storage requirements, which managers say is almost doubling
every year. Oracle RAC clustered database technology will also help Turkcell keep pace with
the growth by enabling IT to economically scale out the system. “Going from one to
multiple racks will be easy now,” one IT administrator noted.
The company is continuing with plans to simplify its database architecture and has launched
a project that will consolidate six new databases on the new Exadata platform. Ultimately, IT
managers say they want to reduce the total number of production database by two-thirds and
keep a tight rein on building new ones.

Figure 4: 3x gB Per Second Performance Improvement

21 GB
Gigabytes Per Second
Performance

6 GB

Legacy Exadata

4
Recovery Time (in hours)

3
2
1
100
0
 TuRKCEll

Faster System Performance and Backups

Among other critical enhancements, the move to Oracle Exadata — with its Smart Scan
capabilities and faster throughput — boosted system speed fourfold and led to a range of
efficiency gains. Before Exadata, administrators struggled with slow throughput, which,
when combined with less data compression, extended backup sessions to as long as 40 hours.
Today, administrators working with smaller databases and faster throughput can perform
backups in just 10 hours with Exadata. Data-transfer speeds rose from 6GB per second to
21GB per second simply by moving to Exadata; no additional changes to the system were
required. Furthermore, faster backups and lower data volumes (due to higher data
compression) mean that Turkcell needs fewer backup tapes to handle each backup session.

Figure 5: 6x Faster Data Backups Figure 5: 6x Faster Data Backups

44 hours 159

Approximate Data Backup

Number of Backup Tape

Cartridges Per Backup
Duration

14 hours 57

Legacy Exadata Legacy Exadata

lighter Hardware Footprint Cuts Energy Costs By 80%

4 Turkcell captured additional savings

4 in the form of lower energy costs as it retired its
Recovery Time (in hours)
Recovery Time (in hours)

sprawling hardware infrastructure in favor of a consolidated Exadata platform. “The old

3 3
environment was a big problem for us in terms of electricity usage, and it was only going to
2 2 said. “Exadata came to our rescue and allowed us to
get worse,” a senior IT administrator
replace 11 cabinets with just one Exadata cabinet. By making this transition we’re saving
1 1
space and cutting energy usage in the data center, and getting a 10x performance
0 improvement as well.” 0
As shown in Table 1, the Exadata and consolidation initiative shrank the company’s floor
space needs by 90% and helped Turkcell achieve an 80% reduction in energy consumption.
Turkcell is on track to significantly cut energy costs over the coming years.

Table 1: Summary of Floor Space and Energy Savings

Old Duplication of Current

System legacy System Exadata
(11 rack) (20 rack) Environment
Floor Space (m²) 33 60 3

Energy Consumption (kw) 50 90 10

monthly Cost (of base) 100% 180% 20%

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Estimated $2 million In Total Benefits

Mainstay Partners estimates that Turkcell’s investment in Oracle Exadata will achieve a 25%
ROI over three years and break even within 30 months. Turkcell should realize additional
savings from a range of other improvements, including more efficient disk space utilization,
higher business user productivity, and faster system deployments.

Figure 4: 3x gB Per Second Performance Improvement

Deployment Disk User Staff IT Energy Total Investment Net

Cost Space Productivity Productivity Cost Benefits Benefits
Avoidance Optimization Optimization Optimization Avoidance

102
 uNICOOP FIRENzE

Oracle Customer:
unicoop Firenze Upgrades Hardware,
unicoop Firenze
Firenze, Italy Accelerating Distribution Chain Data Processing to
www.coopfirenze.it
Enhance Executive Decision-Making
Industry:
Retail
Unicoop Firenze is the largest cooperative company in Italy, with more than 1 million
members. The company manages a sales network of 120 stores in Tuscany and Rome,
operating under the Coop and Doc brands. Unicoop Firenze’s mission is to provide its
Annual Revenue: members and consumers with high quality goods and services at the best market price by
US$1 to US$5 Billion promoting its cooperative values of mutuality, solidarity, and socio-economic development.

To enhance real-time decision-making, company executives wanted to ensure that they had
Employees:
timely and accessible cash flow and sales data from Unicoop Firenze’s stores. The
8,500
organization looked to Oracle and Oracle Partner Bridge Consulting Srl for a solution.

By deploying Oracle Exadata Database Machine, Unicoop has significantly reduced the time
Oracle Products & Services:
it takes executives to pull financial data from its 120 stores and compile reports, enabling
• Oracle Exadata Database Machine faster and more informed decisions. In addition, the new environment enables Unicoop
Firenze to increase the number of simultaneous jobs it runs during night-batch processing,
Oracle Partner: from 5 to 30, while reducing overall IT costs.
Bridge Consulting Srl
www.bridgeconsulting.it Challenges
• Improve the scalability and performance of the company’s business intelligence
environment to effectively support managing its network of cooperative retail stores
• Reduce time to process business intelligence data, such as sales and cash flow, from
Unicoop Firenze’s 120 stores to aid company executives in making time-sensitive business
decisions and improving operations
• Reduce IT costs by consolidating and managing data on multiple compression tiers
• Enhance system scalability to handle an influx of new services and applications

Solutions
• Deployed Oracle Exadata Database Machine and reduced the time it takes to process data,
such as sales and cash flow, coming from 120 stores—a process that previously took all
night, slowing business processes.
“Oracle Exadata Database
Machine enables us to improve • Enabled company financial officers to compile reports seven times faster by processing
and accelerate data processing concurrent operations, data charging, and queries during the night-batch process
within our IT environment, • Optimized night data scheduling sequences, which enabled Unicoop Firenze to run 30
specifically our business simultaneous jobs compared to just 5 concurrent jobs in the legacy environment-reducing
intelligence solution. We costs and gaining the ability to complete batch jobs faster
can now quickly provide our
executives with the data they • Accelerated the user interactivity function and eliminated the previous waiting break
need to make strategic business • Increased system scalability, the number of applications it runs, and the number of services
decisions regarding Unicoop offered
Firenze’s 120 stores.”
• Worked with Oracle Partner Bridge Consulting Srl to implement Oracle Exadata Database
Filippo Cecchi, ICT Manager,
Machine, due to its success with conducting comparative tests and the solution’s
Unicoop Firenze
cost-effective performance, specifically for business intelligence environments

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YAmAzAKI BAKINg CO., lTD

Oracle Customer:
Yamazaki Baking Co., ltd Processes Sales Data
Yamazaki Baking Co., ltd
Tokyo, Japan 30 Times Faster, Improves Factory and Business
www.yamazakipan.co.jp
Operations
Industry:
Retail “Building our own data warehousing machine with a different architecture would
have required a large-scale remodeling of our IT infrastructure. However, with
Oracle Exadata Database Machine, we made the transition quickly, easily, and
Annual Revenue: cost effectively, which helped us achieve dramatic improvements in database
US$7.43 Billion performance.”
makoto Fukumoto, Assistant General Manager, Information Systems Department,
Employees: Yamazaki Baking Co., Ltd
16,060
Founded in 1948, Yamazaki Baking makes bread, sweet buns, Japanese and Western
confectionery goods, prepared rice, side dishes, biscuits, rice crackers, jams, and desserts.
Oracle Products & Services:
These products are sold through supermarkets and convenience stores, as well as the
• Oracle Exadata Database Machine company’s own network of outlets and bakeries, which sell food products made onsite and
offsite. The company’s 20 nationwide factories produce around 4,500 food items a day. These
Oracle Partner: items are delivered from each factory to about 100,000 stores, with deliveries scheduled up
Sumisho Computer Systems
to three times daily.
Corporation The company’s aim is to ensure timely production and delivery of food products to
www.scs.co.jp consumers. To guarantee efficient production and deliveries to its wide distribution channel,
Yamazaki Baking relies heavily on the use of data analytics to complete daily business
operations reports.

However, as its data volumes increased, it took progressively longer to generate these reports,
creating inefficiencies in day-today business and limiting the ability to undertake ad hoc
analyses. Complicated searches had to be aborted when systems timed out, which frustrated
sales and other staff.

To resolve these issues, Yamazaki Baking engaged Oracle Partner Sumisho Computer
Systems Corporation to deploy Oracle Exadata Database Machine. For the first time, the
company can generate three years’ worth of sales results in five minutes, 30 times faster than
in the past.

“Building our own data warehousing machine with a different architecture would have
required a large-scale remodeling of our IT infrastructure,” said Makoto Fukumoto, assistant
general manager, information systems department, Yamazaki Baking.

“However, with Oracle Database Machine, we made the transition quickly, easily, and
cost-effectively, which helped us achieve dramatic improvements in database performance.”

Faster Query Response Times

Yamazaki completes 3.5 million transactions per day, which are aggregated and analyzed
from different perspectives, such as by product, store, and delivery.
“Without a proper understanding of daily production, next-day shipments, and the
percentage of new products among the shipments, we can’t run effective factory operations,”
said Fukumoto. “Furthermore, managers at the head office need to know the production
status of all our factories and require up-to date data for trend analyses.”

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 YAmAzAKI BAKINg CO., lTD

Key Benefits: legacy System Background

• Enabled three years’ worth of sales In 2000, Yamazaki Baking introduced a UNIX-based system to extract, collect, and analyze
results to be generated in five minutes, different types of sales data. This reduced the time required for data aggregation from two
30 times faster than in the past days to two to three hours.
• Guaranteed responses in a few In 2003, the company adjusted the system to provide store sales data. However, an increase in
seconds, instead of long delays due to the number of users affected system performance, so the company moved from UNIX to a
system time-outs 32-bit version of the Microsoft Windows operating system in 2005.
• Provided up-to-date production and Access to analytical information is based on an employee’s job title and description. For
distribution data to factory staff to help example, sales staff may want to analyze sales trends following a promotional campaign, while
them improve operational efficiency business managers may want to undertake a year-on-year comparison of sales. Due to the
at 20 factories variation in analysis needs, it was too costly to create data marts to comply with each request.
• Gained a high-performing solution that Instead, the company created static reports for each product, business area, and sales type. For
does not require regular tuning or daily queries outside this range, users could create ad hoc reports, Some staff members even wrote
maintenance their own SQL code to conduct complicated searches.
• Accommodated future growth, as the For users to successfully carry out ad hoc analysis, a fast data retrieval time was necessary.
Oracle solution has capacity to expand
“However, as the number of users reached more than 2,000 and the amount of data increased,
it became harder to tune the database for faster performance,” said Kazuya Ueda, manager of
the system development group in the information systems department at Yamazaki Baking.
“Sometimes the system timed out if we conducted a complex query.
If we wanted to improve the performance of the Oracle9i Database, we would have to add
memory, but with a 32-bit version of Windows, we were limited to 4GB of memory.”

Performance Improved by 30 Times

In 2010, Yamazaki Baking upgraded to Oracle Exadata Database Machine to overcome these
issues.
Oracle Exadata Database Machine is a complete, highly tuned database environment that does
not require any additional tuning to speed up search functions. Because the data throughput
rates are so fast, the company had the option to remove indexes, reducing the need for index
management and gaining back valuable storage space. This also reduced expensive storage
costs.
“Oracle Exadata does not need complex tuning, reducing the need for daily operational
management,” said Masahito Yamaji, systems engineer in Yamazaki Baking’s system
development group, information systems department.
High-speed processing is now possible without the need to split tables. In the past, Yamazaki
Baking manually aggregated the previous month’s sales data from extracted tables.
Oracle Exadata Database Machine ensures necessary data is in one table, which enables three
years’ worth of sales results to be generated in a single query. This was unheard of in the
company’s old hardware environment. The operation can now be completed in five minutes, 30
times faster than in the past a 3,000% improvement in performance.

105
YAmAzAKI BAKINg CO., lTD

Database Queries Returned within Seconds

Feedback from business users in the sales department has been positive. Database queries are
returned in just a few seconds, allowing these users to excel at their jobs. Moreover, they are
now able to ask questions against even larger data sets, providing better insight into new
trend analysis.
Prior to implementing Oracle Exadata Database Machine, queries often timed out at the end
of the month, when the system was processing large data loads. This meant users were
unable to make calculated business decisions based on factual data.
“We now need to tell more users about Oracle Exadata Database Machine so they too can
benefit from the smart scans of Exadata software and increase performance,” said Fumio
Matsuyama, systems engineer, system development group, information systems department,
Yamazaki Baking.

Why Oracle?
Yamazaki Baking initially looked at building its own data warehousing machine. However,
the company realized that it would have to make large-scale changes to its existing IT
infrastructure to accommodate this solution. There were also issues with the solution itself,
its pricing, and the fact that it did not integrate with the existing client tools.
Oracle Exadata Database Machine proved to be a better, faster solution. “It uses the same
architecture as Oracle Database, and was easier and more cost-effective to implement,” said
Fukumoto. “It was ready in days, instead of the months that it would have taken to build
our own version.”
Fukumoto said he was surprised that such a small unit could deliver such high performance.
“We chose a half rack and the portion we actually use is only half of it, so it is small enough
to fit in one quarter of the rack space. There is plenty of capacity left so we have the option
to use it as a test and development environment, and expand it to other groups within
Yamazaki Bakery.”

Implementation Process
Yamazaki Baking engaged Sumisho Computer Systems Corporation (SCS) to implement the
Oracle solution. SCS is an Oracle Partner known in Japan for the expertise of its engineers.

Yamazaki Baking makes bread, sweet buns, Japanese and Western confectionery, prepared
rice, side dishes, biscuits, rice crackers, jams, desserts, and prepared foods. The company’s
products are available at more than 100,000 outlets across Japan.

106
 zlm vERzEKERINgEN

Oracle Customer:
zlm verzekeringen Improves Customer Service
zlm verzekeringen
Goes, Netherlands with Integrated Back-Office Environment
www.zlm.nl
ZLM Verzekeringen is a nonprofit mutual insurance association that offers a complete range
Industry: of products for vehicle, home, and liability insurance. It maintains contact, either directly or
Insurance through intermediaries, with customers in the Dutch provinces of Zeeland and North
Brabant. ZLM Verzekeringen’s key values are customer-focus and reliability, which it backs
by being accessible and offering uncomplicated products at attractive prices.
Annual Revenue:
US$100 to US$500 Million To guarantee personalized client service and improve operational efficiency, ZLM
Verzekeringen upgraded part of its back-office and production environment by deploying
Oracle Exadata Database Machine X2-2 to support the aquila software it uses for customer
Employees:
relations, policies, losses and accounts receivable. Now all customer information from the
180
insurance software is available through an integrated, easy-to-use screen, and is linked to the
company’s financial system. In addition, performance has improved significantly, enabling
Oracle Products & Services: users to process insurance and claim transactions faster. Moreover, Oracle Exadata Database
Machine offers ZLM Verzekeringen the ability to quickly roll out and install new
• Oracle Exadata Database Machine
functionality and databases, which reduces administrative workload and enables the
company to use technology to optimize business processes.
Oracle Partner:
vx Company Challenges
www.vxcompany.nl • Upgrade the back-office and production environments to establish an integrated system
with a central screen for all insurance transactions
• Provide staff members with rapid access to all relevant customer and status information,
including history, financial, and insurance information, so they always have a complete
customer overview and can answer customer queries instantly
• Cut time needed to find customer information to further improve service level. Shorten
processing time batch processing transactions, minimizing errors and downtime
• Create adequate scalability and flexibility for adding processes and functionality to the
environment without sacrificing availability and performance. Ensure a lower total cost of
“To realize our customer focus ownership (TCO) by operating the entire environment on an integrated platform
and reliability goals, we
upgraded part of our back-office Solutions
system and introduced Oracle • Implemented Oracle Exadata Database Machine to support ZLM Verzekeringen’s specific
Exadata Database Machine, back-office processes. With assistance from Oracle Partner VX Company
which enhanced performance • Ensured support of the company’s business-critical processes for managing customer
and improved manageability relations, insurance policies, losses, and accounts receivable by providing a seamlessly
and scalability. Our staff integrated environment for the company’s deployment of aquila (insurance software)
now has 300% faster access
to information they need to • Slashed the time necessary by a factor of three to present complete customer information
communicate professionally with delivered in a single, unified screen view—including history and insurance data—with
customers–yet another way to connections from internal processes to external systems that enable staff members to
ensure our business operates at provide customers with quick and complete information and support
the highest level.” • Increased availability of the production environment through faster transaction data batch
marinus Schroevers, Head processing with minimal downtime. Facilitated easy implementation of new functionality
of Insurance Affairs, ZLM or databases, implementations that can be done within 30 minutes compared to the
Verzekeringen previous average of three days
• Reduced administration and lowered TCO by integrating databases, transactions, storage,
and back-up into a single environment, enabling administrators to focus on optimizing the
back office and helping staff members to improve customer service

107
NOTES

108
Exadata

Runs 11x Faster

1 Exadata replaced
2 large UNIX servers
and 2 storage racks.

oracle.com/exadata

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