In June 2026, I had the opportunity to attend ASCEND 2026 in Orlando, Florida. It was my first time attending the event, and I joined as a representative of Japan OATUG, where I serve as the liaison from Oracle Japan and support the user community's activities. I was especially interested in seeing how Oracle customers and partners share practical experiences and learn from one another, and while the sessions were valuable, what stood out most to me was the community itself. Over four days, I saw firsthand how a mature user community creates value through connection, collaboration, and knowledge sharing.
A Conference Designed Around Community
One of the most impressive aspects of ASCEND was the number of opportunities created for participants to connect with one another.
From the Welcome Reception and networking lunches to evening social events, first-time attendee sessions, and gatherings for international participants, there were countless chances to meet people and start conversations.
As a first-time attendee traveling from Japan, I never felt like an outsider. The OATUG leadership team, board members, volunteers, and participants were approachable and welcoming throughout the event. By the end of the conference, I had connected with many attendees and even exchanged social media contacts with several new friends. The event felt intentionally designed to help people build relationships, not just attend sessions.
An Open Culture of Knowledge Sharing
Another highlight was the openness with which users shared their experiences and challenges. In many sessions, questions from the audience continued long after the presentations ended. It was not uncommon to see ten or more participants actively engaging with speakers and with one another. What I found particularly interesting was how discussions often evolved beyond simple Q&A.
Participants openly shared how they approached similar challenges, compared implementation experiences, and exchanged practical advice. In one session, a participant jokingly suggested, “Maybe we should start a SIG for this topic,” prompting laughter across the room. That moment made me realize how many user groups and special interest communities likely begin—with people discovering common challenges and deciding to solve them together. I hope we can continue fostering more of this kind of organic, user-driven collaboration within Japan OATUG as well.
Strong Participation from Partners and Third-Party Vendors
ASCEND also demonstrated how partners and third-party vendors can contribute meaningfully to a user community. Beyond sponsoring sessions and exhibiting solutions, many organizations created engaging opportunities for attendees to interact with them. Activities such as bingo games, booth challenges, and networking events helped create natural conversations rather than traditional sales interactions.
What impressed me even more was the strong relationship between vendors and customers that was visible throughout the conference. In many sessions, customers and partners presented together, openly sharing both successes and challenges from their implementation journeys. Their interactions felt less like a supplier-customer relationship and more like a long-term partnership built on trust and shared learning.
It was a thoughtful reminder that community engagement often happens through relationships and shared experiences, not just presentations.
Digital Networking and a Seamless Event Experience
With approximately 250 sessions offered throughout the conference, the ASCEND event app quickly became an essential tool. The app made it easy to browse sessions, build a personalized agenda, navigate the venue, and manage activities throughout the week. As a first-time attendee, I found it especially valuable for planning my schedule and making the most of my time at the conference.
What stood out even more was how the app supported networking. Before attending ASCEND, I had heard that business card exchanges were less common in the United States than in Japan, but I was still surprised by how rarely physical business cards were used. Instead, participants connected through LinkedIn or directly through the conference app, which allowed attendees to exchange contact information and stay in touch digitally. Coming from Japan, where business cards remain a standard part of professional networking, this felt refreshingly efficient and modern.
The app was more than just a scheduling tool—it served as a platform for both event management and relationship-building, making it easier for attendees to connect and continue conversations beyond individual sessions.
Building Connections Across Oracle
On a personal level, one of the most rewarding aspects of ASCEND was meeting Oracle employees who support user communities in the United States. I had the opportunity to speak with individuals who have worked with OATUG since the E-Business Suite era and who continue to play active roles in supporting users, organizing events, and sharing knowledge. Their passion for community-building was inspiring.
Our conversations have already led to discussions about potential collaboration opportunities between Japan OATUG and our counterparts in the United States. Those relationships may prove just as valuable as the insights gained from any individual session.
One of my key takeaways from ASCEND is that strong user communities are built not only through user-to-user collaboration, but also through strong connections among the people who support and enable those communities.
Final Thoughts
ASCEND 2026 was a powerful demonstration of how communities create value by bringing people together, encouraging open dialogue, and creating opportunities for shared learning.
Japan OATUG has grown into a community of approximately 500 companies and 2,000 members, and I believe there is much we can learn from the culture and practices I observed at ASCEND. I am grateful to everyone who welcomed me so warmly, and I look forward to bringing these ideas and connections back to Japan as we continue strengthening our own community.
I would also like to express my sincere appreciation to OATUG and Oracle for giving me the opportunity to attend ASCEND as a representative of Japan OATUG. It was both an honor and a privilege to participate, and I hope to build upon the relationships and insights gained during the event to further strengthen collaboration between our communities.
Thank you, ASCEND and OATUG, for an unforgettable experience.