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Oracle Corp advertising & marketing assignments

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Oracle is the world's second biggest software company after Microsoft, and its founder and guiding light Larry Ellison ranks just behind Microsoft's Bill Gates among the leading gurus of the IT industry (as well as being one of the world's richest men). Oracle markets a wide range of enterprise software products which allow big corporations, institutions and governments to manage information, as well as their finances, human resources, order management, supply chains and other disciplines. It now offers most of its main services via the cloud. As a result of the sheer variety of solutions it offers, Oracle's 430,000 or so customers include all of the Fortune 100 biggest global companies. It has been one of the most acquisitive companies in the industry, buying well over 100 different businesses since 2004, mostly mid-sized deals at under $10bn each. Only one has so far exceeded that figure, Peoplesoft, added in 2005 for $10.3bn. In 2009 the company agreed to acquire server and software group Sun Microsystems, also the developer of programming language Java, for around $7.4bn. Planning software NetSuite was added in 2017 for $9.1bn. As a result of these bolt-ons, Oracle is the only company strong in all three enterprise software disciplines: databases, business management applications, and the software used to make all these diverse products work together harmoniously, known as middleware. Some of Oracle's services are very specific, for example, the Oracle Marketing Cloud, designed specifically for big companies' marketing departments. This is an area Oracle has gradually expanded, pushing aggressively into marketing analytics and effectiveness measurement though purchases such as DataLogix in 2014 and Moat in 2017. Other subsidiary brands under the Oracle banner include WebLogic, Siebel and JD Edwards as well as database platform MySQL. Performance for the past few years has been comparatively flat, partly as a result of currency fluctuation but also intense competition from other cloud-based service providers, not least newer entrants Amazon and Google. Oracle's revenues hit a new high for the year to May 2021 of $40.5bn. Net income was a best-ever $13.7bn. Cloud-based software-as-a-service accounts for more than 80% of sales. Larry Ellison stepped down as CEO in 2014 but remains Oracle's chairman, chief technology officer and controlling shareholder. Former HP CEO Mark Hurd and longtime Ellison lieutenant Safra Catz moved up to become co-CEOs. However, Hurd later took leave of absence in 2019 for medical reasons, and died soon afterwards, leaving Catz as sole CEO.

Capsule checked 10th February 2021

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Recent stories from Adbrands Update:

Adbrands Daily Update 20th Dec 2021: Oracle agreed to acquire specialist software developer Cerner for $28.3bn. The deal is Oracle's biggest ever, with a price tag almost three times higher than any previous purchase. Cerner designs specialised software for hospitals, physicians and health insurers, for example for the storage, management and analysis of medical records and healthcare data. Revenues last year were $5.5bn, and pre-bid valuation was around $23bn. The deal will boost Oracle's presence in cloud computing, a field in which its still trails rivals such as Amazon and Google. Researcher IDC estimated Oracle's share of the cloud market at just 0.5% in 2020, compared to almost 5% for Google, 14% for Microsoft and a whopping 46.5% for Amazon.

Adbrands Daily Update 10th Feb 2021: The proposed deal engineered by Donald Trump to transfer control of TikTok in the US to Oracle has been shelved indefinitely by the Biden administration. That follows robust legal opposition to the transfer mounted by TikTok's Chinese owner Bytedance. President Biden has indicated that he will pursue his own strategy for addressing security risks posed by Chinese tech developers, and a new arrangement will be sought over TikTok which is less likely to involve a forced sale.

Adbrands Daily Update 22nd Sep 2020: Confusion reigns in the TikTok negotiations. Further changes were announced over the weekend following the intervention of the US government. Under that arrangement, Chinese company Bytedance would transfer TikTok into a new corporate entity, that will operate the social media service in the US and most other countries except China. Bytedance said it would retain 80% ownership of this new TikTok Global company, and could reduce its stake further in a US-based IPO earmarked for 2021. Oracle, meanwhile, was expected to end up with around 12.5%, partnered by Walmart with 7.5%. Since Bytedance is itself already 40% owned by US investors, it was argued that the new TikTok Global business would in effect be majority owned by US-based companies. Oracle would also become TikTok Global's cloud computing partner and "trusted technology partner", while Walmart will provide as yet unspecified "omnichannel retail capabilities". Yet only a day later, both sides were already arguing over those terms, with Oracle claiming "ByteDance will have no ownership in TikTok Global". Meanwhile President Trump reiterated his threat not to approve any deal that leaves a Chinese company with majority control of the business. Talks continue...

Adbrands Daily Update 14th Sep 2020: Oracle was the unlikely victor in the auction to take control of TikTok in the US. President Trump had said he would ban the Chinese social media sensation unless it was acquired by a US company, on grounds that it constitutes a threat to national security. Microsoft, with backing from Walmart, had been considered the most likely purchaser of TikTok. However its Chinese owners preferred a late bid from Oracle, which appears to have less far-reaching implications with regard to ownership. Terms have not yet been disclosed, but Oracle is being described as TikTok's partner rather than a purchaser. This arrangement must still be approved by the White House and the Committee on Foreign Investment in the US. However, Oracle's founder and CEO Larry Ellison is a high profile fundraiser for Donald Trump, which makes approval more or less certain in some form or another. That's the way things generally work in the Trump White House. Microsoft CEO Satya Nadella is not known to be a Trump supporter. Early signs are that Trump is manoeuvering to give Oracle and other US investors majority control of TikTok US, against the wishes of its Chinese owners.

Adbrands Daily Update 21st Oct 2019: Mark Hurd, former co-CEO of Oracle and before that CEO of HP, has died at the age of just 62. The cause of death was not disclosed. Hurd took medical leave of absence just two weeks earlier from Oracle, where he had been co-CEO since 2010. "Oracle has lost a brilliant and beloved leader who personally touched the lives of so many of us during his decade at Oracle," said founder and chairman Larry Ellison. Before he was recruited to Oracle by Ellison, he had been obliged to step down from HP as a result of what the board considered to be an inappropriate relationship with a co-worker.

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