SAN FRANCISCO — At Oracle's OpenWorld conference here, vendors big and small are looking for more customers atop Oracle’s cloud.

The exhibit hall at the Moscone Center had the air of a bazaar, filled with sales professionals determined to show you how their products and services can take your business to the next level.

Oracle Plus One

For most parked on the convention floor, the big pitch focused on applications that enhanced or tapped in to Oracle’s services. For example, Avaya’s Atsushi Hirano demoed an interface for managing a customer database.

If a company was using Oracle cloud-based software, Avaya could work to build in additional tools that could glean greater insights about customers who call, such as parceling them into categories based on their needs.

Frequent callers could give a white glove treatment to keep them happier, while first-timers may be sent to specialists who have been trained in assisting the needs of that particular group.

“We can use real-time data analysis to know where the customer call should be sent,” he said.

He also showed off an ability to accelerate a call to a manager or other department with one click, no matter if the customer was calling via a landline, mobile phone or VOIP.

avaya cloud product

New Tools for Mobile

Another area of focus was trying to put all that data to use in a mobile situation. AuraPlayer was on hand to show off custom applications that ran on Samsung devices, such as a Note smartphone or Galaxy Tab.

CEO Mia Urman whipped out a stylus and modeled how law enforcement can use a tablet to mark up the images of a traffic accident scene. It was one of several custom applications built for organizations that use Oracle’s cloud on the backend for their services, but have more custom software needs.

AuraPlayer also showed how they could turn a Samsung smartphone into a scanner, which pairs with database software. So when the company has to gather for inventory weekend, everyone could scan and instantly update the company database.

“This eliminates the need to mark everything with a clipboard and spend hours on the computer inputting the data,” she said.


Large, enterprise level companies were there as well, with Dell showing off its Oracle-friendly software and IBM flexing its server muscles. While the floor space could make one long for personal space, there was no shortage of things to see.

OpenWorld continues through Oct. 29, with Oracle execs to show off new technology initiatives and CTO Larry Ellison planning to take a deeper dive into security concerns surrounding cloud storage with his next keynote.