Smart Marketing, Competitive Marketing

Sun has run aggressive, very pointed marketing campaigns promoting the benefits of its system over Dell, HP and others. But today in a follow-up media briefing, Schwartz said, "The stupidest thing we could do is say 'You blew it, you made a mistake'" buying Dell. Schwartz said such hardball marketing is a thing of the past for Sun. He even went so far as to suggest customers could use the $5,000 they might save adopting Sun's free Solaris and xVM software "to buy a brand-new Dell server." -- David Needle, internetnews.com

Well, that must have been an interesting press conference, eh? My goodness. Very cool.

I'm happy to see these changes in Sun's external communications to customers. It's far smarter than the bulldog public attack tactics we used to do. When I was in marketing (before I joined the OpenSolaris engineering team) I wasted several years of my career doing that stuff around standards and open source and Java. Heck, I even won an award for it! Embarrassing. Based on that experience, though, and four years of working in the OpenSolaris Community (where such nonsense is not tolerated), I can see clearly that those activities were counterproductive. It made Sun less competitive and less respected and less credible. But even if this so-called "hardball" marketing is going away, it doesn't mean we are any less competitive in the marketplace. In fact, Sun's product portfolio is probably more competitive today than it has ever been, and we are cutting interesting deals and moving faster than anyone even realizes.

Are we still making mistakes? Sure. But we are people, so you can expect that. And although our communications to the market is improving, I think we as a company still have to improve our communications to the various developer communities we are involved with. As our engineering opens, so too must our communications. The two functions are directly related, and right now too much of both lives inside of the firewall. We'll get there, though. It's a fine line to balance corporate interests with community interests, and there's no rulebook for doing this on the scale we are attempting. In fact, I can't think of a multi-national corporation that has done as much in this area. Can you?
Comments:

How about trying the non-traditonal marketing technique such as via business blogs and business portals? At least it could be interactive. Viral marketing seems to be the next wave of marketing :)

Posted by ping on November 18, 2007 at 05:56 AM JST #

ping ... I think we do a lot of non-traditional marketing and communications at Sun. Sometimes we are not as transparent as we could be, that's all. But that's true of many functions at the company, including engineering. Again, drawing the line between community and company is difficult at times. We are just really figuring this out as we go.

Posted by Jim Grisanzio on November 18, 2007 at 11:03 AM JST #

Post a Comment:
Comments are closed for this entry.
About


Search

Archives
« April 2014
SunMonTueWedThuFriSat
  
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
   
       
Today
Bookmarks

No bookmarks in folder