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Sun's Marketing Push for Java

Techstination feature for Tuesday, June 17, 2003

Sun's marketing push for Java. Bloomberg Boot Camp, a report on today's technology. Java is a programming language used to create software that can run on all kinds of devices... from PCs to cell phones. You probably have used Java programs without even knowing it. Sun Microsystems hopes to change that... with a new marketing push. Executive VP Jonathan Schwartz..

"If you go to you'll actually see the beginnings of a consumer branding campaign where we are updating the logo, updating the presence. And you're going to start seeing Java come out on your handset, on your credit cards, on really the sea of devices where Java has really established itself as the technology that allows you to do more and to do it safely on the Internet."

Java helps to power American Express Blue and Visa smart cards. Sun plans to spend half of its marketing budget for the year on the campaign to make sure you see the Java logos. Sun has been involved in a legal battle to force Microsoft to include Java client software in Windows...

"And I think at this point we're moving on from worrying about what Microsoft does. I think at this point we're seeing such an upsurge in consumer downloads from we're measured in the millions a month. In addition, interest from the PC manufacturers."

Sun says Java is a big money maker for the company. Besides the dollars it brings in from licensing... it says Java applications generate more demand for its servers used to run networks and Web sites. Bloomberg Boot Camp, I'm Fred Fishkin.