With the plethora of service companies out there in the tech market, it’s hard for organizations to decide who offers true value, as well as who can be trusted with their data. During Oracle OpenWorld 2016, Oracle has spoken loud and clear about how it differs from other companies that offer cloud services.

According to Dan Miller, SVP, ISV/OEM and Java Sales, at Oracle, the company stands out because it goes a step beyond its competitors. Miller talked with John Furrier (@furrier) and Peter Burris (@plburris), hosts of theCUBE, from the SiliconANGLE Media team, during Oracle OpenWorld in San Francisco, CA.

Miller explained that most others simply lift and shift applications into the cloud. But that’s just step one of three services Oracle provides, and it’s the easiest step at that, according to Miller, because the workloads built by customers move so seamlessly. But Oracle takes it further than that.

Step two is to scale the process, and large enterprises in particular want to see that scaling is possible. The third and final step is actually the step that Oracle begins its discussions with potential partners about: how to enrich applications with things like IoT, visualization and Big Data.

“We are uniquely positioned to do so. … We offer a value proposition for our partners, who will make more money with enriched applications, not ones that have simply been shifted,” said Miller. In addition, when going through the process with a partner, Oracle works its way backwards from step three, making the enrichment the focus of the transformation.

Is a transformation really necessary?

So how does Oracle convince its customers, who might be wary of such a change, that a transformation is necessary? It turns out there is yet another three-step process to do just that. The first stage of this process is education. In order for a customer to really engage for the process, they need to know what Oracle brings to the table and what each service actually does, according to Miller.

Second is identifying what that enriched stage is for the customer and how adding IoT, Big Data and visualization can impact their business in a positive way. The third and final step is show and tell. Showing the customer how Oracle has impacted other businesses gives them an idea of just how powerful it is and helps them envision what an enriched version of their services would look like.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Oracle OpenWorld.

(* Disclosure: Oracle and other companies sponsor some OpenWorld segments on SiliconANGLE Media’s theCUBE. Neither Oracle nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo by SiliconANGLE