Oracle Corp. (ORCL) announced a new data center hardware strategy that lowers the prices of its products to increase adoption of its software.

Chairman Larry Ellison announced the fifth generation of the company’s suite of engineered systems products on Wednesday at an event at Oracle’s headquarters in Redwood City, California. The new products, pairing Oracle’s self-designed hardware and software, will compete with systems from traditional vendors such as Cisco Systems Inc. (CSCO) and EMC Corp. by being priced lower than the competition, Ellison said.

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