Sun Pushes a New Brand of Java

[intelliot]

A year after launching its Java.com Web site, Sun Microsystems Inc. is still searching for new ways to turn the Java brand into gold with consumers. If the company has its way, "Java Powered" logos will soon start appearing on everything from mobile phones to microwaves.

Perhaps the most outlandish move in Sun's consumer branding push in the mobile device space is its sponsorship of an upcoming television series in Europe. Gamer.tv, a producer of television programming on interactive technology, signed Sun to sponsor "Mobile Entertainment World," a 26-episode TV show dedicated to mobile telephone games and entertainment software.

Shows will feature programs like the ringtone remixing package Sun President and Chief Operating Officer Jonathan Schwartz showed off in his keynote at JavaOne last month, "as well as offer unusual items such as a look at the social phenomenon of text dating," according to a Gamer.tv press release.

The "Java Powered" campaign got its start at JavaOne, as troupes of street performers accosted people as they walked down the street to tell them which of their devices were running Java. In his keynote there, Schwartz explained the goal of the campaign this way: "We want the Java brand to start to mean 'This lets you do more.'"

That goes a bit further than what Java has meant to most developers. But it's the definition of Java that Sun has applied to its Java Desktop System, according to Tom Herbst, senior brand strategist at Sun. "When consumers see the name 'Java,' they understand that has stuff that makes it work better on the Internet."

In the case of Java Desktop System, or JDS, some small fraction of that stuff is actually Java. JDS does include J2SE (Java 2 Platform, Standard Edition) and some recently open-sourced component technologies that make it easier for developers to build Java desktop applications that integrate with the local operating system. But most of its functionality comes from applications (including StarOffice, Mozilla, and the Evolution mail client) that were written in something that decidedly isn't Java.

[cvrk3]

has any one tried Java desktop?

[Anonymous]

I love Java but I don't know how long Sun can keep pushing this .

Although I'm looking forward to seeing Looking Glass released... if ever.

[cvrk3]

Are you one amongst those who believe that C++ is sufficient! what is looking glass?

[fb881]

No far from that, I'm a Java pusher.

Looking Glass is Sun's crazy looking 3D operating system.

Look for yourself:
http://wwws.sun.com/software/looking_glass/

There's a demo video somewhere on that site as well.
Very cool stuff.

[cvrk3]

really cool!!

[broken]

Originally Posted by fb881

No far from that, I'm a Java pusher.

Looking Glass is Sun's crazy looking 3D operating system.

Look for yourself:
http://wwws.sun.com/software/looking_glass/

There's a demo video somewhere on that site as well.
Very cool stuff.

Wow, that OS looks really cool! I think I'll look out for that!

[intelliot]

that Looking Glass demo video was fantastic!

[cvrk3]

seems looking glass is hotting up