Oracle continues to be a leading provider of
business hardware and software systems.
In February 2013, Oracle’s purchase of
Acme Packet for USD $2.1 billion not only
enhanced its communications product
offering, but also signified its expansion
into the networking equipment market.
In June 2013, Oracle announced that it had
formed a partnership with Dell, and later
that same month, a partnership with
Microsoft was announced that would
enable Java developers to use Oracle tools.
Days later, Oracle formed alliances with
both Salesforce.com and NetSuite, two of
the fastest growing companies in cloud
computing. More recently, Oracle empowered
Java and aspiring developers worldwide,
introducing a series of programs to
“Make the Future Java.” The programs allow
developers to share their enthusiasm for
Java, expand their technical skills, feel a
sense of community, and be active participants
in developing the next generation
of Java innovation. Going forward, Oracle
will need to focus on improving its image.
A recent New York Times article noted, “Oracle
is battling an image not of growing up,
but of growing old.” As brands with loyal
users, such as Google, continue to play a
leading role in the technology sector,
Oracle must ramp up its brand messaging
efforts and initiatives, establishing
stronger emotional connections with
consumers. Doing so will ensure Oracle
remains relevant and will firmly position
the company as an innovative leader in a
constantly evolving industry.