Rimini Street

of six

Rimini Street Overview

Rimini Street's competitive advantage revolves around their distinctive strategy towards enterprise software support by highlighting full service over self-service. Further, details about the company are provided in the attached spreadsheet.

Rimini Street Overview

  • Rimini Street is a disruptive company designed to help enterprise software support models, by producing innovative products and services that prioritize clients. The company offers premium third-party support services that allow customers to transition from a vendor-dictated to a business-driven roadmap.
  • The company takes a distinctive strategy to enterprise software support by highlighting full service over self-service. With the help of Rimini, clients can enjoy the benefits of 24/7/365 access to a regionally based primary support engineer.
  • Rimini frequently uses digital marketing channels such as Facebook, Twitter, YouTube and Instagram.
of six

Rimini Street Leadership

The senior management team at Rimini Street includes Seth Ravin who is the chief executive officer and chairman of the board, Sebastian Grady the president, David Rowe the chief marketing officer, Steven Salaets the chief information officer, Julie Murphy the chief people officer and Anthony DeShazor the chief client officer.

Seth Ravin

  • Mr Ravin is the chief executive officer and chairman of the board at Rimini Street.
  • He launched the company in 2005 intending to redefine enterprise software support using next-gen and innovative support services.
  • He holds a Bachelor of Science degree in Business Administration, from the University of Southern California.
  • Before his role at Rimini Street, he served as the president and COO, as well as vice president at SAP for 3 years+.
  • He also held vice president positions at PeopleSoft Inc in from 2000-2001, and Saba Inc from 2001-2002.
  • He has been with Rimini Street for over 14 years.

Sebastian Grady

  • Mr Grady is the president at Rimini Street. He has 27 years of professional experience in the enterprise software industry.
  • He holds a Bachelor of Science degree in Computer Science, from the Rensselaer Polytechnic Institute.
  • Before taking up his present role at Rimini Street, Mr Grady served as the President and COO at Altus Corporation from 2005 to 2011.
  • Previously, he served as the president and COO at Saba between 2000 and 2001, and a vice president and general manager at PeopleSoft/Oracle for a total of 7 years.
  • Mr Grady has been with Rimini Street for 9 years+.

David Rowe

  • David Rowe is the chief marketing officer and a senior vice president at Rimini Street.
  • He specializes in formulating, building, and marketing technology solutions for high-growth tech startups and international software firms.
  • He is a graduate of the Harvey Mudd College, where he earned a Bachelor of Science degree in Engineering.
  • Before joining Rimini Street, he worked with Proactis as the vice president, marketing and product management.
  • Previously, he worked with Steelwedge as the vice president, marketing, Zoho Corporation as the vice president, business development, and PeopleSoft as the director, product strategy.
  • Mr Rowe has worked at Rimini Street for more than 13 years.

Steven Salaets

  • Steven Salaets is the chief information officer and senior vice president global security, quality & internal audit, at Rimini Street.
  • His main responsibilities include providing strategic direction and execution of the company's IT department globally and providing overall leadership.
  • He holds a Bachelors degree in Computer Science, from KU Leuven Faculty of Engineering Technology — Group T Leuven Campus.
  • Before joining Rimini Street, he worked as the Global Security Manager at Moody's KMV.
  • Previously, he worked with Wild River as an IT field services (EMEA/APAC) manager, and the manager, information security and enterprise infrastructure architecture.
  • He has been at Rimini Street for over 11 years.

Julie Murphy

  • Julie Murphy is the chief people officer and senior vice president, human resources at Rimini Street.
  • She holds a Bachelor of Arts degree in Psychology and Behavioral Science from San Jose State University.
  • Before joining Rimini Street, Julie worked as an Executive Coach at Star Vista for 2 years.
  • Previously, she occupied chief human resource positions at Philips Lumileds and Plantronics Inc.
  • Julie also served as the vice president of human resources at Oak Technology and the director of global performance management and compensation at Seagate Technology.
  • She has been with Rimini Street for 1 year.

Anthony DeShazor

of six

Rimini Street: Competitors, Part 1

Four competitors for Rimini Street are Spinnaker Support, Panaya, DBAK, and Arisant. The details for each company were included in the attached spreadsheet and below.

1. Spinnaker Support

  • Spinnaker Support provides Oracle and SAP third-party support, consulting, and managed services for companies.
  • According to Rimini Street's executives, different industry articles, and company databases, Spinnaker Support is Rimini Street's main competitor.
  • The latest revenue registered by the company was $50 million in Q4 2019.
  • The services offered by the company are managed services, third-party support, and consulting.
  • The products supported are Oracle Agile PLM, ATG Web Commerce, Endeca, Demantra, E-Business Suite, Hyperion, JD Edwards, Oracle Database Oracle Fusion Middleware, Oracle Retail, PeopleSoft, Siebel CRM, SAP Business Suite, Oracle Runtime Database, SAP BusinessObjects, HANA Database, and SAP Sybase/ASE.
  • Its official website is spinnakersupport.com.

2. Panaya

  • Panaya provides third-party support and acceleration services for the implementation of Oracle, SAP, and Salesforce in the companies.
  • They are considered one of Rimini Street's main competitors as they also dedicate to providing third-party support for SAP and Oracle.
  • In 2019, Panaya generated $56.5 million in Q4 2019.
  • Panaya provides the services of Release Dynamix for SAP and Oracle, Foresight for Salesforce, Test Dynamix for the different product types of these three brands.
  • Its official website is panaya.com.


  • DBAK, whose name is transitioning to Adjacent Solutions, is an IT consulting company and official Oracle Reseller.
  • Similar to Rimini Street, they provide Oracle and SAP support and managed services for companies.
  • In 2019, the company generated $62 million and approximately $15.5 million per quarter.
  • The services offered include Software Asset Management, Oracle Applications Services, Database Performance Tuning, Software Audit Assistance, Cloud Migration Services, Licensing, and IT Consulting for Database, Enterprise Reporting, Oracle Applications, Managed Services, and Strategic Staffing.
  • Its official website is dbak.com.

4. Arisant

  • Arisant is a business solutions company that specializes in Oracle solutions, offering professional services consulting and technology support.
  • They compete with Rimini Services by providing Oracle third-party support to companies.
  • In 2019, the company generated approximately $39.7 million, with the latest revenue reporting $10.7 million in Q4.
  • The services they provide include Oracle Cloud Migration, Oracle Customer-to-Cloud, TCO, Oracle Managed Cloud Services, Oracle Solutions, Analytics, Identity Management, Database Management, ERP Applications, Salesforce Services, Custom Application Development Services, and Managed Services for Database, Middleware, Business Intelligence, Identity Management, EBS/Fusion Apps, Cloud Support, Engineered Systems, Servers, Storage, and Virtualization.
  • Its official website is arisant.com.

Research Strategy

To determine four competitors of Rimini Street, we began by looking for existing lists of competitors through the company's communications, company databases, and industry articles. From the information found, we selected four companies based on its recurring appearance in multiple lists, like the ones from Owler, Craft, Comparably, Zoominfo, different articles, etc.

From the companies repeated more often, we chose the ones with the closest revenue to the one indicated for Rimini Street, $67.7 million in Q4 2019. The companies selected based on revenue and product/services offered were Spinnaker Support, its main competitor, Panaya, DBAK, and Arisant.
of six

Rimini Street: Competitors, Part 2

Spinnaker Support is an ISO-certified, award-winning global provider of Oracle and SAP third-party support. Panya has a strong presence in 62 countries and over 2,000 enterprise customers. All the information has been entered in the spreadsheet.


Competitive Advantage

  • Spinnaker Support is an ISO 9001:2015 and ISO/IEC 27001-certified, leading global provider of Oracle and SAP third-party support, offering services to over 1100 enterprises in 105 countries.
  • The company has also been recognized for being the 2019 Stevie Gold & Silver Winner for Customer Service and the most promising SAP Solution Provider. It also holds the highest customer satisfaction record of 98.7%, achieved in the 2018 annual customer satisfaction survey.
  • The company delivers a broad spectrum of services, including managed services and consulting along with being the only pure-play support vendor to provide high-value services for enterprises that run Oracle and SAP by offering cost reduction, software transition and redirect savings.

Marketing Channels


Competitive Advantage

Marketing Channels

of six

Rimini Street: Competitors, Part 3

DBAK's tagline is "Oracle Experts Easy to Work With", while "Migrate. Cloud. Done." is for Arisant. Details on both companies have been provided on columns F-G, rows 7-10 of the attached spreadsheet.


  • The company's sole business goal is to "focus on solutions that enable their clients to achieve the success they have defined for themselves."
  • DBAK's competitive strength lies with its services having a superior alignment with strategic business objectives, a strong reputation, maximum agility, unparalleled cloud access, real knowledge transfer, and an expertise triumvirate of cloud, Oracle, and licensing.


Research Strategy

To provide details on DBAK and Arisant, your research team searched through the websites and official social media pages of both companies. However, we could not identify additional marketing channels that both companies use to market their products other than digital channels. First, we searched for any TV ad or campaign by both companies on sources that aggregate TV ads in the U.S. such as iSpot. Next, we searched for podcasts, banners, and printed ads from sources such as Adweek and Adage. However, no marketing campaign was found for both companies on these sources. Furthermore, in the course of our research, we found that DBAK was acquired by Adjacent Solutions. Hence, we also searched for marketing campaigns by Adjacent Solutions but none was available. Although Adjacent Solutions and DBAK have social media profiles, both accounts were last updated in 2015. As such, there is no recent campaign from the company. We have entered N/A in the corresponding cell on the spreadsheet.
of six

Rimini Street SWOT

The global presence of Rimini Street which spans 18 countries and over 1,800 clients shows the company's strength as a result of its global marketing efforts. The company faces threat from enterprise software vendors such as SAP, IBM, Oracle and others who are primary support service providers for their product lines.


  • A major strength that Rimini Street banks on is its large client base of "over 1,800 active clients globally, including 81 Fortune 500 companies and 20 Fortune Global 100 companies across a broad range of industries".
  • While Rimini Street is headquartered in the U.S., it has locations in 18 countries that show the strength of the company. The company reported that 35% of its revenue in 2018 came from outside the U.S.
  • On social media, Rimini Street is active across different social media pages. They have 18.5K followers on LinkedIn, they have 2.7K followers on Facebook, and 6.6k on Twitter. This allows the company to leverage social media to drive lead generation through strategic social media marketing efforts.
  • Rimini Street adopts an effective SEO strategy which is a part of the company's strength. The company has an active blog and an optimized home page which can be seen as the company website pops up on top on Google for "enterprise software support services."
  • In terms of marketing spend, Rimini Street increased their sale and marketing spend from $66,759,000 in 2017 to $93,215,000 in 2018 which is the most they have spent on sales and marketing from 2014 to 2018. This reflected in the company's revenue which rose from $212,633,000 in 2017 to $252,790,000 in 2018 which is the highest they have generated between 2014 to 2018.
  • In terms of business model, Rimini Street's strength stems from its offering of support services for software from enterprise vendors such as Oracle, Microsoft, IBM, SalesForce, and SAP.


  • According to statistics from Similar Web, the company's website has a bounce rate of 82.66% with an average visitor time spend of 1:08 minutes and 1.60 pages. These are not positive signs for a company that is looking to generate prospects from site visitors.
  • For three consecutive years, Rimini Street has recorded losses, leading to an accumulated deficit of $372.4 million. This has been attributed to the company's inability to have a sustained increase in revenue and failure to manage its costs.
  • Based on the size of Rimini Street in terms of revenue, employees, locations, and others, many software licensees can be reluctant to engage them to "provide software maintenance and support services for their enterprise application software, choosing instead to continue relying on support services provided by their enterprise software vendor."


  • The market for "independent enterprise software support products and services is large." As such, there is an opportunity for Rimini Street to expand into markets such as Africa where they currently don't have an office as they continue to make significant investments in sales and marketing.
  • They can also expand into these markets by securing strategic marketing and sales partnerships in regions where they have little or no presence.
  • While Rimini Street currently offers support services for "five software vendors and 23 software product families" since its inception, they have opportunities to expand their portfolio to include more vendors and product lines such as hybrid IT.


  • While Rimini Street offers support services for enterprise software vendors, they also face competition from these vendors such as IBM, Microsoft, Oracle, and SAP. These vendors also offer support services themselves as the "primary support providers for their products."
  • At the moment, Rimini Street depends substantially on its clients trusting an independent support provider like them to maintain and service their enterprise software rather than the software vendor.
  • However, there is a risk of new competitors entering the support industry that may have advantages over Rimini in terms of "longer operating histories, significantly greater financial, technical, marketing or other resources, greater name recognition, and deeper customer relationships."
  • Furthermore, the company reported in their 2018 annual report that they were facing ongoing litigation filed by Oracle which could "result in the payment of substantial damages and/or an injunction against certain of their business practices, either of which could have a material adverse effect on their business and financial results."
  • Support services offered by Rimini Street to clients using Oracle products contributed 72% of the company's revenue in 2018.