The Raven

Java everywhere: SUNW becomes JAVA

Yesterday our CEO Jonathan Schwartz announced that our Stock Symbol will be changed from SUNW to JAVA. Considering the strength of the "Java" brand I think this is a good idea. Although millions of people know about Sun, SPARC and Solaris, I assume billions are working with Java based applications and gadgets every day. The edge is driving awareness and demand, not the data center! In fact I think we should move more aggressively and exploit the Java brand even further.

Firstly, the name "Sun Microsystems" (in particular the word "Microsystems" ) sounds a little as if it was coming from the seventies and if we were producing and selling robots and other stuff like that. Secondly, when I explain for what company I'm working for people often respond "Yeah, Microsystems. You invented "Windows" and the internet. How is your boss Bill Gates doing?".

My suggestion: Change the company name from "Sun Microsystems" to e.g. "Java Systems" or "Sun Java Systems" (for those of us that can't imagine to drop the Stanford University Network from our company name).

Obviously this would lead to the question, if and why we should brand systems, storage, non-Java software and even the whole company with the Java label. If we're going to do this, we should clearly pause for the moment and consider what Java stands for, i.e. if it is a programming environment or a holistic approach to design systems. We shouldn't go rename some products and try some half-baked attempt to use the Java brand as a simple attractor. To achieve sustained success in transporting Sun's message and value to customers, it will probably take a more enduring effort of analyzing/aligning/communicating company strategy and Java philosphy.

Posted at 12:43PM Aug 24, 2007 by Armin Wallrab in Sun Related  |  Kommentare[1]