Oracle launched a new “rewards” program that shows it’s willing to give away support services to customers to entice them to migrate more workloads into its cloud platform. The move also targets customer cost and complexity concerns about using Oracle’s products.

The program provides users with up to a 33% reward that can be used on Oracle’s support services based on new commitments to buy Oracle Cloud Infrastructure (OCI) services. That rewards tier is for Oracle’s “Unlimited License Agreement” customers, while all other customers receive a 25% reward.

“This allows you to reclaim the money you're spending for our support services when you spend money in OCI,” explained Oracle CTO and Chairman Larry Ellison, during a presentation on the program launch. “I can't tell you how many customers have talked to me about a program like this being something they really wanted us to do for a while.”

Ellison also said that the new program can also be combined with Oracle’s already established discount OCI programs.

“These two discounts interact with one another, and they add up to significant savings off our already-lowest-list prices in the industry,” Ellison said. “There's no complicated negotiation to get to take advantage of these discounts.”

IDC cloud and edge services VP Dave McCarthy noted in a statement that the program and “transparent pricing are essential in attracting new business and accelerating adoption of OCI.”

The move also addresses a common criticism in various analyst rankings of Oracle’s platform offerings. For instance, a recent Gartner Magic Quadrant ranking of cloud core financial management suites had Oracle’s Fusion Cloud enterprise resource planning and its NetSuite offerings as “leaders” in the market, but had “cautions” riddled with cost and complexity concerns.

Those platforms are big financial drivers for Oracle. The vendor recently reported that they were each $10-billion-plus businesses in their own right.

Ellison spent considerable time during the rewards presentation discussing the cost and complexity concerns, noting efforts to take “friction out of the system.” He cited programs like its Universal Credits, Bring Your Own License, Customer to Cloud, and Cloud Lift programs. Oracle last month also tapped Ampere Computing to power core services priced at $0.01 per core per hour, and $0.0015 per gigabyte of memory per hour, making it one of the lowest-cost public cloud offerings.

“Now, at some point in time, if you become a huge Oracle customer and you want to sit down and negotiate a price, of course we'll do that,” Ellison said. “But by and large, for most of our customers it should be a very simple, frictionless way to do business with Oracle. I think that's better for our customers … and we think it's also better for Oracle.”