Don't have to develop all complex technology from scratch - Adopt Oracle Fusion Middleware because it is easy to integrate, manage, and use.
Tools like Oracle Discoverer: Helps your customers to handle their own reporting, business analysis, and data mining
Improve the user Interaction of your solution via portals, search, and mobility.
Build & deploy your solution on Application Server technology, featuring J2EE & Web Services.
Extend your functionality by leveraging integration capabilities, featuring BPEL, ESB, and messaging services.
Add a security layer to your applications, and integrate with enterprise-class Identity Management.
Improve your development productivity by using frameworks for SOA, Java, Web 2.0, and .NET.
Run your solution on Grid infrastructure with clustering, metadata, and systems management.
ISV’s can sell application-specific, full-use (ASFU) licenses of Oracle software with their product/solution/application, because your customers often want the option to configure, monitor, and manage the product themselves. (ASFU licenses differ from Oracle's full-use development licenses, which give customers the right to develop new applications)