Oracle Chief Marketing Officer Ariel Kelman

Ariel Kelman became Oracle’s new chief marketing officer in January, when he took on a tough challenge: changing the view that Oracle missed the industry-wide shift towards the cloud.
Kelman is in a familiar role. He once led marketing efforts at Amazon, which had been dismissed in enterprise tech before it emerged as the dominant player in the cloud.
“There’s parallels, you know,” he told Business Insider. “In 2011, a lot of people questioned: ‘What? Amazon as an IT infrastructure for the enterprise? Come on.’ This happens in the technology industry all the time.”
Kelman’s job is to highlight Oracle’s big cloud offensive which he says is bound to cause another wave of disruption enterprise tech. “There’s more than enough time for us to build a meaningful share in the market,” he said.
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Ariel Kelman, who became Oracle’s new chief marketing officer in January, has one of the toughest jobs in technology: changing the perception that the software giant missed the cloud, and that it ended up being a minor player in the hottest trend in corporate IT.

But it’s a familiar role for Kelman who had led marketing efforts at another company that was once belittled and dismissed in enterprise tech: Amazon.

“There’s parallels, you know,” he told Business Insider. “In 2011, a lot of people questioned: ‘What? Amazon as an IT infrastructure for the enterprise? Come on.’ This happens in the technology industry all the time.”

Before joining Oracle, Kelman had been a top marketing exec for eight years at Amazon, the e-commerce giant that unexpectedly became the market leader in cloud computing, with its Amazon Web Services division outmaneuvering traditional corporate IT giants, including Oracle.

Now, Oracle, led by CEO Safra Catz and founder Larry Ellison, is mounting a big cloud counteroffensive aimed squarely at Amazon. Kelman, who helped lead marketing efforts for Amazon Web Services during its meteoric rise from 2011 to early this year, was brought in to help highlight Oracle’s cloud story.

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It won’t be easy.

How Amazon became king of the cloud

While Oracle is a player in cloud applications, it lags rivals in the critical cloud infrastructure market, which is dominated by Amazon, Microsoft and Google.

How Amazon ended up outpacing Oracle and other traditional corporate IT vendors, including IBM and Hewlett-Packard Enterprise, is a remarkable story.

Known mainly for selling everything from books to toiletries, the online shopping site realized in the early 2000s that it could make some extra money by giving businesses access to its massive, but under-utilized, computing infrastructure, hosted from its data centers.

Amazon found itself leading and eventually dominating the cloud, the trend that lets businesses set up networks on web-based platforms, making it possible to scale down or even abandon private, on-premise data centers.

Kelman played a critical role in telling Amazon’s amazing cloud story, which he says was essentially a story of tech disruption that has happened repeatedly in the enterprise IT market.

History of disruption in enterprise IT

“Whenever there’s disruptive new technologies and companies, enterprises go through the same …read more

Source:: Business Insider

      

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