Oracle Pushes Social Relationship Platform into New Markets With New Languages
With the addition of seven new languages to its Social Relationship Management Suite (SRM) and the introduction of new capabilities and data sources, Oracle is extending the reach of its social platform so businesses can parler, sprechen and parlare with a greater global region.

Oracle is also setting up acquisition momentum for the year with its announcement that it will buy Corente, a cloud-based services company. This move will allow Oracle to offer its customers networking solutions that span their data centers and global networks.

Financial details of the deal were not released, but in a statement, Oracle said it plans to combine its existing cloud technologies with Corente’s platform. This will provide cloud application and services providers with the ability to deliver those applications and cloud services to their globally distributed locations across global networks.

Extending Oracles SRM

For  business users, though, the extension of Oracle's SRM will be this week's highlight. The Oracle social cloud now supports 11 languages including Russian, French and German on top of English, Chinese, Portuguese and Spanish, which were already available. It has also added Japanese and Korean, a sign of the importance Oracle places on these emerging markets.

The extension of SRM into other languages is not exactly a surprise as Oracle had already said when it unveiled SRM last March that it intended this to become a global suite that could draw information from social media in all the major economies, and not just those that operate in English.

With the new languages, it also becomes considerably more attractive to global companies operating in geographies where the localization of social media and social media insights has been difficult.

Removing language barriers is key to improving an organization’s social listening, learning and engagement capabilities. The expansion of Oracle Social Cloud to support new languages demonstrates Oracle’s commitment to supporting its growing global user base and helping them deliver better service to their customers across the globe,” Meg Bear, Oracle Social Cloud Group Vice President said.

Oracle’s SRM Suite Reach

So what exactly does this mean? When it launched last year, Erika Brookes, then VP, product management, Social Platform at Oracle, said that the idea behind SRM was to provide enterprises with a one stop shop for monitoring, managing, creating, publishing and analyzing social content.

Oracle has promoted it ever since as a unified, integrated, global social solution that provides publishing, workflow, analytics, listening, monitoring and collaboration capabilities through a single interface.

This means single sign-on to all of Oracle’s social applications, including those that Oracle developed and those that it acquired over the years from acquisitions (e.g., Vitrue, Collective Intellect, Involver, Eloqua, Responsys). It also offers the possibility of integrating with other key enterprise applications like marketing, service, sales and commerce.

Clearly though, it did not have the reach Oracle wanted in terms of the markets it could “listen” and operate in, particularly those markets that its corporate customers are starting to develop in, specifically the BRICS (Brazil, Russia, India, China, South Africa) countries. Given the expected growth in social media outside of the English-speaking world, access to these markets will only become a growing concern.

According to Mike Stiles on Oracle’s Social Spotlight blog by 2017, the global social audience will be 2.55 billion, giving social a 24 percent penetration.

While the use of social applications is highest in the US, Western Europe, Central and Eastern Europe, Latin America, Asia, Mid-East and Africa in that order, emerging economies are growing at a much faster rate, with Mid-East and Africa growing by 191 percent and Asia by 146 percent in the past year.

Semantic Analysis Additions

The result is the additional languages as well as a number of other enhancements that will be added across the board.

Among those additions is the enhanced text analysis using Latent Semantic Analysis (LSA) -- an advanced technology that cuts through the noise to expose contextual meaning.

This is on top of its semantic text analysis capabilities that “go well beyond keyword and Boolean” to provide actionable insights like consumer intent, product likes/dislikes, and customer service issues.

While there will undoubtedly be new developments over the coming year, Oracle has not yet said what it plans to do, but it is safe to assume that further languages are in the cards as well as expanding functionality across those new languages.

Title image by Roman Sigaev (Shutterstock)