Hoping to emulate the success of Intel’s ‘Intel Inside’ branding program, Oracle has launched a similar partner logo program, On Oracle.

The difference is that Oracle’s program is strictly business-to-business.

Oracle, based in California with a Canadian office in Mississauga, Ont., shares with Intel the obstacle of invisibility. Because Oracle’s software is used by other companies to create applications for business management, the Oracle component is buried by the time it reaches the end customer.

‘We want to give it some visibility,’ says Dorothy L’effen, market development manager for Oracle Canada’s joint business program.

The new program will provide qualifying partners ­ L’effen estimates there are 10,000 worldwide ­ with the new logo to be used in all marketing activities, along with software to display the On Oracle brand on the opening screen of their client/server or Web-based applications.

The bulk of Oracle’s business is in client/server applications but the company is starting to focus more on Web development programming ­ and that’s one reason why On Oracle was developed, according to L’effen. ‘We want market awareness.’

L’effen says the company is currently approaching partners with the marketing kit, which includes an agreement to participate in joint marketing events.