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April 2013

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Team Spotlight: Howard Beader, Senior Director, Oracle Fusion Middleware
Product Marketing

Meet the folks behind the excitement and innovation of Oracle Fusion Middleware—for this edition we chat with Howard Beader, senior director of product marketing.

Q. Tell us about the professional journey that brought you to your current role.
A. I’ve been in enterprise software for a while now, starting early on at SAP. My experiences there lead me into the mobile enterprise startup space, which then took me to Microsoft, where I worked on some user interface and usability projects.

Oracle recruited me to help with Enterprise 2.0 product marketing. I thought it was a pretty exciting opportunity to help Oracle reposition itself in that area, particularly looking at Oracle’s portfolio and ultimately finding the way to build a new product suite (Oracle WebCenter) that was optimized to solve the problems companies face daily.

Almost a year ago, I took on a broader role and I now am responsible for all of the Oracle Fusion Middleware pillars.

Q. That sounds like a lot—does it give you a different perspective?
A. The entire Oracle Fusion Middleware portfolio includes Oracle WebLogic Suite, Oracle Exalogic Elastic Cloud, Oracle SOA Suite, Oracle Business Process Management Suite, Oracle WebCenter, Oracle Social Network, Oracle Data Integration, Oracle Identity and Access Management Suite, and Java and developer tools. I love looking across the whole portfolio to come up with new types of programs that reach across traditional lines and present compelling content in new ways.

We are doing some pretty cool activities with digital marketing and social channels. For example, one of my newest projects just launched—it’s called The New Business Imperative: Social, Mobile, Cloud—and it will really help us have an interactive conversation with our customers rather than just send content out to them. Readers can find a new series of screencasts about this topic on

Q. It sounds like more than a typical marketing campaign.
A. Absolutely. If you look at the market, social is how our customer base is interacting with us. They are following us, commenting, and liking posts. This presents an opportunity to communicate through those various channels, and have a longer, more in-depth conversation. We are creating a conversation that will run for weeks. Each week has a different theme, and we are telling that story through multiple mediums. We are using a series of videos that will cover a broad variety of topics in this area, such as how to integrate with the cloud, fast data, business process management, mobile strategies—a lot of hot topics. And everything will be up on our YouTube channel for everybody to access. We really feel it will give us an opportunity to connect with our customers on a number of different levels.

Q. What is a little-known fact about you that nobody would guess when first meeting you?
A. I’m a big outdoor enthusiast. In spring, summer, and fall, you can find me mountain biking in the local woods, and up in the mountains hiking. And in the winter, it’s all about skiing. At this point, my family and I have tried all the ski areas around New England, as well as some places out west, such as Breckenridge and Lake Tahoe. And now we’ve discovered that there are some very nice places right over the border from us in Canada.

Learn more about Oracle Fusion Middleware.

Learn more about The New Business Imperative: Social, Mobile, Cloud.

And be sure to look for coverage of this year’s Oracle Fusion Middleware Innovation award winners to learn even more.

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