Oracle's "Pluggable" SOA Pitch - "Hot" or Not?

First, Oracle repositions 10gAS as "middleware" in a multi-million dollar campaign and now as a "hot-pluggable" SOA suite (Jan 12, 2006). It's the same 5 or so products they keep re-packaging and pushing. In the last 12-18 months, any time anyone asked Oracle what its SOA strategy was, execs immediately deferred to the 10gAS platform. The difference is now, Oracle can defer to its "SOA suite" instead of a combination of numbers and letters only tech people understand. This repositioning only further proves the point that for Oracle, SOA has always been a product-driven sell...10gAS equals SOA. Oracle doesn't know how to wrap business process knowledge around an SOA strategy, for the company, the answer is always -- "yes, our BPEL engine can handle that" -- very telling, I say.

Now, Oracle claims the SOA suite is "hot-pluggable" meaning that it is interoperable with other vendors' middleware platforms. Is this a testament to Oracle's "openness"? Of course not, it's to sell as many pieces of 10gAS (or whatever you want to call it) as possible. Even the press saw right through the marketing.

When a journalist can decipher marketing spin (we're not even talking analysts here), then Oracle has no chance.

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