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Sun rolls out new advertisement campaign in Asia Pacific

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DQW Bureau
New Update

Sun's famous 'The dot in .com' ad campaign is soon going to be replaced with a new campaign 'taking business to the nth degree.' The campaign, already been rolled out in the US, is expected to roll out in the Asia Pacific, including India by early next
month.

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Announcing Sun's vision in the media symposium held in Singapore, John Loiacono, Senior VP and Chief Marketing Officer, Sun Microsystems, said, "The change in the campaign has been necessitated as the early campaign was being perceived to the dot.coms only."Rolling out Sun's vision, Masood Jabbar, Executive VP (Global Sales Organization), Sun Microsystems, announced that the company was positioning itself on the fourth wave of computing of smart Web services. Commenting on Internet explosion, he said that companies across the globe are already moving on the Net and the next step would be to have application off the Web and Sun is ideally positioned to take advantage of the
same.

He further added that Sun has been vindicated of its vision in 1995 when it had placed its products, services and applications on three key bets--Internet, Bandwidth and Java. "The growth has vindicated Sun's stand." According to Jabbar, while Sun has been growing at about 25 percent CAGR, its competitors like IBM and HP have been growing at about four and nine percent CAGR since calendar year 1995. Five years down, Sun is again betting on the challenge of billions of devices interacting with millions of services, predictability, securely and on a global scale. The new bets--massive scale, integrated stacks and need for continuous real time.

According to Sun, the net effect will be seen and force companies to reinvent the data center the client, the network and the applications/services. And Sun is ready to take on the new challenge with its multiple initiatives of Sun One for applications/services, Jini and j2me for reinventing the client.

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Also Sun is coming out with a series of new product lines to take care of the other two factors of the Net effect. By the end of 2001, it intends to have a new product line from the low-end workstations to the high-end servers and the company will have about 80 percent of the product line by the end of 2001 having been introduced in the last 18 months. Commented Loiacono, "Inspite of IBM and HP's new product lines, our market share has been growing. One can well imagine what will happen when we start rolling out our new product line."

(CNS)

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