Oracle has become masterful at using basic messages to communicate the complicated nature of its products, as well as its vision and overall mission, to customers. (The company's slogan: "Hardware and software, engineered to work together.") It's not rocket science, but when it comes to complicated technology, basic messaging can be highly effective -- and is one way the company has been able to amass more market share in database services than its next two largest competitors, Microsoft and IBM, combined.
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Last updated March 31 2011: 7:05 AM ET