Feeds

Sun preps $500m Java brand push

Big Bucks

  • alert
  • submit to reddit

SANS - Survey on application security programs

Sun is to lead a $500 million marketing campaign aimed at making Java, its programming technology, one of the world's best-known technology brands.

At the annual JavaOne conference in San Francisco this week, the company is expected to announce the "Java Powered" campaign, which will see Sun and its industry partners investing hundreds of millions of dollars in the Java name.

Java was first unveiled by Sun in the mid-1990s as a technology to let developers write software programs that could run on virtually any computer, regardless of operating system. Java is on track to attract about three million developers by 2004, but so far Sun has failed to cash in on the success of the movement it championed.

Similar to the successful "Intel Inside" program which helped everyone -- from techies to consumers -- realise that Intel semiconductors were the brains inside their PCs, the "Java Powered" campaign will see Sun and its partners branding PCs, phones, and a host of other devices with a new Java logo.

Sun Microsystems Executive Vice President for Software Jonathan Schwartz told reporters over the weekend that Sun will commit half its entire advertising spend to the campaign, and along with partner spending the overall campaign value is expected to top $500 million. More details of the campaign are expected on Monday and during Schwartz's own keynote address to the conference on Tuesday.

Sun reportedly also has plans to relax licensing terms on Java, letting developers modify its core technology more extensively than before.

Java is already making headway in the mobile phone space, where Java games are shipped as standard on many new phone models, and Sun says that more than 200 million handsets will be shipped with Java this year.

Sun has admitted that the Java Powered campaign is aimed squarely at bringing Sun into more direct competition with Microsoft. Last week Microsoft's CEO Steve Ballmer told his staff that Microsoft is set to become one of the biggest advertisers in its industry as it seeks to lure developers to write for its platform instead of competitors like Linux. The two major advertising campaigns could signal a welcome uplift for the advertising and media industries, which suffered sharp fall-offs in spending from tech firms during 2002.

Although Sun is listed on the Nasdaq exchange as a maker of computer hardware, it is betting more and more of its future on its software business, which is headed by Schwartz and employs around 5,000 people.

© ENN

3 Big data security analytics techniques

More from The Register

next story
This time it's 'Personal': new Office 365 sub covers just two devices
Redmond also brings Office into Google's back yard
Kingston DataTraveler MicroDuo: Turn your phone into a 72GB beast
USB-usiness in the front, micro-USB party in the back
IBM rides nightmarish hardware landscape on OpenPOWER Consortium raft
Google mulls 'third-generation of warehouse-scale computing' on Big Blue's open chips
It's GOOD to get RAIN on your upgrade parade: Crucial M550 1TB SSD
Performance tweaks and power savings – what's not to like?
AMD's 'Seattle' 64-bit ARM server chips now sampling, set to launch in late 2014
But they won't appear in SeaMicro Fabric Compute Systems anytime soon
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mainstay ROI - Does application security pay?
In this whitepaper learn how you and your enterprise might benefit from better software security.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.