MySQL Product Positioning and

Opportunities

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Topics
• Describe MySQL's sweet spot with respect to positioning of the product in
organizations
• Describe the partner's business opportunities in the MySQL ecosystem
• Identify the key customer profiles for MySQL opportunities
• Explain best practices for selling MySQL

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Why does MySQL Spread Through Organizations?

NO COSTS/PROCUREMENT PERFORMANCE RELIABILITY EASE OF USE

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MySQL - Performance & Scalability

• MySQL Powers the Most Demanding Web Sites

• Focus on Performance, Not Features to Run Packaged Applications
• InnoDB, Query Cache, Optimizer…etc
• Significant Performance Improvements in MySQL 5.6, and MySQL 5.7

• MySQL Query Analyzer Helps Improve Performance

• MySQL Thread Pool Delivers 20x Scalability

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MySQL - Reliability

• World’s Most Popular Open Source Database

• Battle-tested in a Wide Variety of Usage Scenarios
• “Given Enough Eyeballs, All Bugs Are Shallow” – Users Care & Contribute
• #1 Development Priority
• Uptime: High Availability Features & Solutions
• MySQL MySQL Enterprise Monitor & Replication Monitor
• MySQL Enterprise High Availability
• MySQL Cluster

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MySQL - Ease of Use & Administration

• Ease of Use “Designed In”: 15 min Rule (Now 3 min on Windows!)

• Over 3,000 OEM/ISVs Distribute MySQL as “Zero Admin” Embedded Database
• Does Not Require Teams of DBAs
• MySQL Skills Widely Available in the Marketplace
• MySQL Enterprise Edition Tools:
• MySQL Enterprise Monitor & Query Analyzer
• MySQL Workbench
• MySQL Enterprise Backup
• MySQL Enterprise Audit
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Power Curve of MySQL Deployments
Typical “Bottom up” Adoption Model

Business
Critical
Business Value
Discovered
Criticality

‘Nice to Have’ Era

Initial
Deployment

Time

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 Custom Applications Mission Critical Over Time
Example
Mission-Critical
Works so well that access is
extended to Executive
Management and Accounting Data Mart has entire Sales
System added as second force, Exec team, leaders of
Users/Dependence

data source Finance, Marketing and

Service departments as users
(200+ people) and three back
Sales dept can’t get accurate reports
ends, Orders, Accounting &
from IT. Builds Data Mart to query
Inflection point when “nice CRM
Order System to serve Sales
to have” becomes mission-
Management with sales data reports
critical

nice to have

Day 1 6 months 1 year

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Power Curve of MySQL Deployments
Typical Pattern

Business
Critical
Business Value
Discovered
Criticality

‘Nice to Have’
Era
 Not unusual to go from initial deployment to business critical in well
under 12 months
Initial  The implication is missing a budget cycle to pay for now ‘must have’
Deployment  The key is being ready for when ‘Business Critical’ hits

Time

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Persona: Developer vs. DBA
Trait Developer DBA
(Adoption) (Monetization)
Risk Profile Risk Taker Risk Averse
- Early Adopter
- Tech Enthusiast

Hero/Villain Hero for Delivering App Villain for Downtime

Lifecycle Phase Design & Develop Production
Downtime Tolerance “Stuff Happens” SLA Commitments
“I can fix anything” 24x7 Support
“I’ll hack a fix” No Downtime
“Fix the mess”
- In small MySQL shops the Developer is the DBA
- Or SysAdmin acts as DBA

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Why VARs are interested in MySQL
• Companies are seeking new ways to
reduce IT expense
– start with free version => move to paid
version
– Up to 90% TCO savings compared to MS SQL
• Product popularity
– 70,000 downloads per day
– #2 Most popular db behind Oracle Database
• MySQL is linked to other products
– Sell with other Oracle products
– Sell with hardware
– Sell with other Open Source products
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• Opens the door to your
services/solutions
– Many customers need help implementing an
open source strategy
– Be their trusted advisor
• Establishes a revenue “annuity”
– Can resell the renewal which is full value of
the subscription!!
– Server counts usually grow every year
– 6 and 7 figure deals are possible
Customer Profiling
Opportunities to look for

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Customer Profiles to look for:

1 Existing Oracle Customers

2 Open Source Customers
3 Hardware Customers
4 MySQL Community Users
5 Additional Opportunities

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On positioning with Oracle customers…

• One company
• Coherent & consistent message to customers
• Key for customers to rely on MySQL
• NOT “How to Win deals against Oracle Database/TimesTen/BDB” recipe
• Help customers choose
• Keep it simple

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MySQL Enterprise & Oracle Product Integrations
• Oracle Linux • Oracle Enterprise Manager
• Oracle VM • Oracle Fusion Middleware
• Oracle Solaris • Oracle GoldenGate
• Oracle Clusterware • Oracle Audit Vault & Database Firewall
• Oracle Secure Backup • MyOracle Online Support

MySQL Enterprise Integrates into your Oracle Environment

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MySQL and Oracle Database customers
• Complementary: 70% of Oracle users use MySQL
• Together servicing broader user needs
• MySQL well suited for web-based apps, custom departmental apps and
embedded apps
• Oracle DB for mission critical apps, payment processing, financials, etc.
• Users can benefit by running MySQL and Oracle together
MySQL

Large OLTP Applications

Small to Medium OLTP

Applications

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Oracle Enterprise Manager for MySQL
• Single tool to manage entire Oracle stack
– No additional tools to manage MySQL
• Leverage existing skills
– Oracle DBAs can use existing tools
• Developed and supported by Oracle
– Single vendor roadmap & support
• Delivered as an Oracle provided plugin
– Easy to install & update
• MySQL integrates into your Oracle environment
– 10+ Oracle product integrations
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How to position MySQL EE to existing Oracle DB customers
Questions to Ask

• Are you using OEM to monitor any MySQL Databases?”

– OEM plug-in for MySQL is only included in MySQL EE or CGE
– Not free to existing OEM customers -> servers must be commercially licensed in order to be compliant
• “Are you using management tools for your Oracle DB (Diag, Tuning, Lifecycle
Mgmt Pack, Cloud Mgmt Pack)?”
• “Do you have any instances of MySQL that need additional management tools or
24x7 support?”
– MySQL EE includes advanced management tools, OEM plug-in for MySQL and 24x7 Oracle support
• What to Sell: MySQL EE

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Industry’s Most Complete LAMP Stack
Apps
• Ease of Use For Rapid Results & Short Time to Market
• Scalability to Grow With the Needs
Eclipse
NetBeans • Simple Integration With Existing IT Infrastructure
• Oracle Delivers the Industry’s Most Complete LAMP
Apache
Glassfish Stack
• One Stop Shop Opportunity for Support Across the
MySQL LAMP Stack

Oracle Enterprise Linux &

Oracle VM

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MySQL EE and Open Source Products
Popular Open Source products that run on MySQL

• LifeRay – “leading open source portal for the enterprise, offering content
management, collaboration, and social out-of-the-box”

• Kuali – suite of ERP products designed for higher education

• Alfresco – open platform for business critical document management

• Sugar CRM – “enables businesses to create customer relationships with the

most innovative and affordable CRM solution in the market”

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How to position MySQL EE to users of Open Source
Products
Questions to Ask

• “Is this a mission critical application?”

– Most of these products use MySQL Community as the default DB
– With MySQL Community you have no access to Oracle’s 24x7 support
• “Do you need management tools for the MySQL DB?”
– Again, MySQL EE includes a full set of advanced management tools
• “Do you need five nines availability?”
– Position MySQL CGE

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MySQL Opps with Server & Storage sales
• Every server either stores data or Questions to ask:
moves data • What database are you using on
• If storing data, you need a database your servers?
– sell MySQL! • Are you backing up any data to the
• Ideal for small Oracle, HP, and Dell storage box?
servers – If yes, is it a database? Is it MySQL?
• What to sell:
– MySQL EE

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MySQL for ISVs
• Many ISVs are moving from on premise to SaaS models
• SaaS increases an ISV’s risk
• ISVs = developers of applications. ISV’s IT staff ≠ database experts
• SaaS is demanding:
– SLAs
– On-Demand
– Shared Resources
– High Growth

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How to Position MySQL EE to ISVs
Questions to Ask

• Are you developing your own applications?

• Are you hosting on your own servers or using a 3rd party hosting vendor
(Amazon)?
– MySQL EE is the #1 Open Source DB for the cloud
– Used in products of 8 of the top 10 SW vendors
– Recent MySQL innovations target SaaS: Agentless MEM, Fabric, GIS, Security…
– MySQL mitigates cloud risk

Request Proprietary Application Hosting (PAH) language from your VAD

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MySQL EE for Existing MySQL Community Users
Monetize the Install Base!

• This is not a complex sale!

• The developer “Community” facilitates product awareness (no need to
evangelize) – ~70,000 downloads per day, #2 Most popular db
• Sell to those who are already using the product
• Talk to the right people, deliver the Enterprise message
• Qualify out the opportunities that do not make sense
• Ask your channel manager for download numbers!

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How to position MySQL EE to Community users
Questions to Ask

• “Are you having any support issues”?

– MySQL EE includes Oracle 24x7 support
• “Do you need to monitor the health of your servers”?
– MySQL EE includes advanced management tools & OEM plug-in for MySQL
• Have they been introduced to MySQL Enterprise Edition?
– Download the 30 day trial at http://www.mysql.com/trials/.
– View the demo on our YouTube channel at
http://www.youtube.com/watch?v=IYcsc9g2mdI

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Identifying Additional MySQL Enterprise Edition
Opportunities
Environment Qualifying Questions
• Any new project development • Are you custom building or doing
major rewrites?
• All online web applications • What DB infrastructure are you using
for your web applications?
• Projects overrun by cost or growing
exponentially • How are you planning to resolve these
issues?
– Offload new functionality and growth to
MySQL

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MySQL Enterprise Edition: Sales Best
Practices

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Qualifying Your Prospect for MySQL Enterprise Edition
Best Fit

• MySQL in Production, and in Pain

• Use Open Source
• New Applications
• Web, Custom, Departmental, Embedded Applications
• Scarce DBA Resources
• Budget Constrained
• Risk Averse

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MySQL – Upsell
Growing the Sales to Six-Figures

• Make sure all servers running the application are covered at the same level,
including test, dev, QA, and backup servers
• Lead with MySQL Enterprise Edition
– Pitch monitoring tools and advanced features (ex: backup solution)
• Sell multi-year pre-paid subscriptions
– End users can budget up front
– Sales double or triple

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If you sell or have customers using these... Sell MySQL
Programming Languages Big Data Operating Systems

Open Source Projects/Applications Hardware

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Customer Reference Selling
http://www.mysql.com/customers

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TCO Selling: 90% Savings
http://www.mysql.com/tcosavings/

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MySQL Enterprise Edition Strategy
Final Considerations

• Deploy MySQL for new apps and major rewrites

• Focus on specific use cases where we fit
• Don’t fight “features war” on incumbents turf
• Look for repeatable patterns in target vertical markets
• Target customers who “get it” (and may also be disruptive)
• There will be many cases where we coexist with incumbent

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