Dive Brief:

• Oracle laid out its plans for NetSuite, the company it purchased for $9.3 billion last November, during the SuiteWorld conference in Las Vegas this week.

• Oracle CEO Mark Hurd told the audience he plans to provide NetSuite resources to "strengthen NetSuite’s hand and quicken its growth, but without changing its culture or direction," according to Diginomica.

• Oracle and NetSuite executive vice president Jim McGeever further clarified that both companies plan to maintain their individual DNA. "Most important at NetSuite, and for most of our customers, there is almost no change whatsoever," he said.

Dive Insight:

Since purchasing NetSuite last November, little has been said about Oracle’s plans for the company. The companies clarified plans to continue operating separately, while enabling NetSuite to leverage Oracle’s scale to reach more customers.

Hurd also discussed plans to target rival SAP in the ERP space and continue the company’s march to rule in the cloud. NetSuite is one of the original cloud business software companies, and could help to boost Oracle’s software product portfolio and market share.

But Oracle's NetSuite integration could also prove timely, as the company looks to challenge Amazon's cloud lead. Last fall, Larry Ellison, executive chairman and chief technology officer of Oracle, announced plans to heavily challenge AWS in the Infrastructure as a Service space during a keynote address at OpenWorld. "Amazon's lead is over," Ellison said. "Amazon is going to have serious competition going forward."