Oracle Commerce was for the fifth time positioned as a leader by Gartner in the Magic Quadrant for E-Commerce. This inspired me to sit down with Oracle Commerce VP of Product Management, John Andrews to get his perspective on what continues to make Oracle a leader in the industry and what’s new for Oracle Commerce in 2013.
Q: Why do you believe Oracle Commerce continues to be a leader in the industry?
John: Oracle has a great acquisition strategy – it brings best-of-breed technologies into the product fold and then continues to grow and innovate them. This is particularly true with products unified into the Oracle Commerce brand. Oracle acquired ATG in late 2010 – and then Endeca in late 2011. This means that under the hood of Oracle Commerce you have market-leading technologies for cross-channel commerce and customer experience, both designed and developed in direct response to the unique challenges online businesses face. And we continue to innovate on capabilities core to what our customers need to be successful – contextual and personalized experience delivery, merchant-inspired tools, and architecture for performance and scalability.
Q: It’s not a slow moving industry. What are you doing to keep the pace of innovation at Oracle Commerce?
John: Oracle owes our customers the most innovative commerce capabilities. By unifying the core components of ATG and Endeca we are delivering on this promise. Oracle Commerce is continuing to innovate and redefine how commerce is done and in a way that drive business results and keeps customers coming back for experiences tailored just for them.
Our January and May 2013 releases not only marked the seventh significant releases for the solution since the acquisitions of ATG and Endeca, we also continue to demonstrate rapid and significant progress on the unification of commerce and customer experience capabilities of the two commerce technologies.
Q: Can you tell us what was notable about these latest releases under the Oracle Commerce umbrella?
John: Specifically, our latest product innovations give businesses selling online the ability to get to market faster with more personalized commerce experiences in the following ways:
Mobile: the latest Commerce Reference Application in this release offers a wider range of examples for online businesses to leverage for iOS development and specifically new iPad reference capabilities. This release marks the first release of the iOS Universal application that serves both the iPhone and iPad devices from a single download or binary. Business users can now drive page content management and layout of search results and category pages, as well as create additional storefront elements such as categories, facets / dimensions, and breadcrumbs through Experience Manager tools.
Cross-Channel Commerce: key commerce platform capabilities have been added to support cross-channel commerce, including an expanded inventory model to maintain inventory for stores, pickup in stores and Web-based returns. Online businesses with in-store operations can now offer advanced shipping options on the web and make returns and exchange logic easily available on the web.
Multi-Site Capabilities: significant enhancements to the Commerce Platform multi-site architecture that allows business users to quickly launch and manage multiple sites on the same cluster and share data, carts, and other components. First introduced in 2010, with this latest release business users can now partition or share customer profiles, control users’ site-based access, and manage personalization assets using site groups.
Internationalization: continued language support and enhancements for business user tools as well and search and navigation. Guided Search now supports 35 total languages with 11 new languages (including Danish, Arabic, Norwegian, Serbian Cyrillic) added in this release. Commerce Platform tools now include localized support for 17 locales with 4 new languages (Danish, Portuguese (European), Finnish, and Thai). No development or customization is required in order for business users to use the applications in any of these supported languages.
Business Tool Experience: valuable new Commerce Merchandising features include a new workflow for making emergency changes quickly and increased visibility into promotions rules and qualifications in preview mode. Oracle Commerce business tools continue to become more and more feature rich to provide intuitive, easy- to-use (yet powerful) capabilities to allow business users to manage content and the shopping experience.
Commerce & Experience Unification: demonstrable unification of commerce and customer experience capabilities include – productized cartridges that provide supported integration between the Commerce Platform and Experience Management tools, cross-channel returns, Oracle Service Cloud integration, and integrated iPad application.
The mission guiding our product development is to deliver differentiated, personalized user experiences across any device in a contextual manner – and to give the business the best tools to tune and optimize those user experiences to meet their business objectives. We also need to do this in a way that makes it operationally efficient for the business, keeping the overall total cost of ownership low – yet also allows the business to expand, whether it be to new business models, geographies or brands.
To learn more about the latest Oracle Commerce releases and mission, visit the links below:
• Hear more from John about the Oracle Commerce mission
• Hear from Oracle Commerce customers
• Documentation on the new releases
• Listen to the Oracle ATG Commerce 10.2 Webcast
• Listen to the Oracle Endeca Commerce 3.1.2 Webcast
