Oracle has showcased a new line of software to be released next year as a key part of the enterprise software company's strategy to win business from rival SAP.
Oracle president Charles Philips visited London in July for the launch of Oracle Fusion Middleware 11g, the foundation for its next-generation Fusion Applications.
Ellison said Fusion Apps will easily integrate with SAP's software, which could allow Oracle to win orders from SAP customers unwilling to replace existing kit, according to Reuters.
Analysts who have tested Fusion Apps say they offer slick and modern features that are likely to prove more compelling than those offered by current products from Oracle and SAP.
A key feature of Fusion Apps for end-users is that they are designed to be easier to customise and integrate with other software, which could save millions in system integration costs, analysts said.
Fusion Apps has also earned praise from analysts for its user-interface and modern architecture designed with Web 2.0 applications in mind.
But SAP has tried to downplay the likely market response to Fusion Apps, describing its latest Business Suite 7 as the most comprehensive business management software available.
Oracle has yet to start selling Fusion and there is no evidence it works as well as Ellison claims, an SAP spokesman said.