Slashdot Mirror
Sun's "Java Powered" Campaign
scapermoya writes "eWeek is reporting that Sun has started blitzing consumers , trying to increase public awareness about Java, with everything from accosting pedestrians to "Java Powered" logos begining to appear on some devices that are J2ME (Java 2 Media Edition) compatable. Tiny cup logos will now be pasted on everything from cell phones to microwaves." But not on Space Invaders clones.
From the article (a quote by Sun):
"When consumers see the name 'Java,' they understand that has stuff that makes it work better on the Internet."
That's just stretching it a little far. Java is (so far) a programming language, this JDS nonsense not withstanding. It only has stuff that makes it work better on the Internet if the developers design and code that stuff (using Java or something else).
I wonder if Sun is going to dilute its brand among developers (where the Java brand really buys them something) by pushing the brand into a consumer light. I can understand Sun's desire to have a strong consumer brand, and maybe it's easier to start with an existing brand than to build one from scratch, but I just think they're going the wrong direction with this. If they want a consumer brand, why not try to revive "Star" or just build from the ground up. IF they have something serious to offer consumers, building the brand shouldn't be that hard.
Sun have finally woken up to the fact that most consumers are tech-dreads not tech-heads. They fear tech more than they welcome it and as such need to be comforted when faced with unfamiliar grounds. Intel realised this years ago and have made sure that unless there's an 'Intel Inside' ("_DUM_.do de dum DEE!") sticker on the side, people will worry and say, "What's the pentuim? Will it work without an intel inside?" Prepare for the "Is your microwave/fridge/car/computer/watch/relational_dat abase caffinated?" campaign. FUD works.
:E) and big TV ads to promote your technology so people will say, "Hey what about Java? I'd like to have that." Essentially, to really sell a technology, no matter how good or bad it is, you have to play to the Pointy Haired Boss.
.NET get a publicity campaign or will it just be shoved down our throats with pictures of smiling actors staring into PC screens(which we can't see). They may regret not using that cup of tea. Then again Sun may regret all that money wasted on sticker that people thought were promoting a new decaf drink.
Java on mobile has increased the framework's profile a LOT, especially amoung younger phone buyers. Even my kid brother knows about java games, and he can barely use e-mail. Java seems to mean 'fun' in the minds of some. Well maybe not, but it means Something!
It must have finally clicked with Sun that people just won't magically get to know about java through the grapevine. You need stickers, Java Inside, Duke, Gosling's beard, hip coders(very hard to find
Of course Sun would LOVE to to foster the belief out there that unless it's got Java, it's worthless. "Has it got Java? Will it work without that coffe sticker?" It could happen. I wonder will Microsoft realise a similar campaign. One based on a cup of tea perhaps? I wonder will
Disclaimer: Java is Good. Garbage collection is Smart++.
May the Maths Be with you!
A great example is another Java maker, Starbucks.... Very few people are willing to pay 3 bucks for plain, regular coffee from 7-11 or McDonalds, but may are willing to fork over 3 bucks if the coffee comes in a cup with a big green Starbucks logo.
Secondly, SUN is trying taking steps to improve its strategic position. Put yourself in SUNs position, your strongest product is JAVA. Appliances all over the world use JAVA, JAVA is taught in most colleges and universities, JAVA is widely used on the Internet, and most importantly (from SUNs point of view) JAVA isn't making SUN the money it could be.
If I were on SUN's team, my first step would ensure regular people (moms, dads, and non-slashdotters) realize how widespread JAVA is and how "good" it is for computing. Then I would ensure regular people associate JAVA with SUN. Thirdly, (to the dismay of most slashdot readers) I would use my JAVA = SUN association to make money.
SUN will be criticized for making moves to strengthen its position and SUN will be criticized for NOT making moves to strengthen its position, so ignore the critics, make solid technical and business decisions and do what every business was designed to do, make some money
Thoughts?
* Porter, M. Harvard Business School