The New Sun Microsystems

It is the start of the last quarter of 2008 and we engineers in ISV Engineering are still baffled when we hear from new Startups when they say "Oh we are startups, I don't think we can afford Sun Microsystems" or sometimes even from old partners. It's like  Flashback to 1999! Yes we were selling $4million servers based only on SPARC in 1999. However in 2008 we are selling many servers for much less than $1000. (HINT: Join Sun Startup Essentials) In fact now we sell systems based on various CPU architectures like  AMD Opteron, Intel Xeon, UltraSPARC T2, SPARC64 VII. We also have one of the biggest OpenSource offerings right from MySQL, Java, OpenOffice.org, OpenSolaris, Glassfish, Netbeans, etc. (I for one cannot even remember all our OpenSource projects). So what we figured that essentially it is hard  for non-Sun folks to distinguish  the current Sun from the Sun of 1999. Essentially our biggest competition in 2008 is the lingering image of Sun from 1999 as seller of expensive Sun SPARC systems.

It is hard to push that message out when you don't have advertising budget. But we have to get the message out.  So what am I going to do about it?

Just to show the fact that we have changed from last decade, next time when I have to introduce myself,   I am going to say:

"I am Jignesh and I work for The New Sun Microsystems"

to highlight the fact and push the message out. I am changing the introduction in my blog and my email signature to reflect the same. I am hoping people will  read or hear the "New" moniker and ask their favorite Sun contacts "What's new?" and that's the exactly the question that I want those potential customers to ask us.


Update on Nov 6, 2008: Check out the New Sun.com website

Comments:

You should come closer to the businesses who need these systems:

Many small/medium businesses don't know availability of your offerrings.

First and foremost; Partner with ISVs

Reach these businesses through either ISVs and later advertisement

Advertisement alone is not sufficient e.g. advertisement will reach every corner of the continent, businesses will take note of it, however if it is not easily accssible through local vendors to whom, these business already trust, these businesess will shy away with your relatively "NEW" offerrings.

I am sure you have huge market and opportunity here. Look at HP and Dell, what they have to offer to these businesses.

SUN has got lot more to offer above these two vendors.

Posted by Mayur Patel on October 27, 2008 at 03:29 AM EDT #

Hi Mayur,

Your comments are well appreciated.

By the way our group do works with ISVs.For more information on our work with ISVs, check the following link or click my name below and show some of the work being done in ISV Engineering.

http://planets.sun.com/isve/

If there are ones that we are missing than do let us know.

Posted by Jignesh Shah - ISV Engineering on October 27, 2008 at 03:39 AM EDT #

Bravo! You nailed the problem and I like the "The New Sun". It is a great line for steering the conversation towards our new solutions.

Posted by Tushar Katarki on November 07, 2008 at 02:40 AM EST #

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About

Jignesh Shah is Principal Software Engineer in Application Integration Engineering, Oracle Corporation. AIE enables integration of ISV products including Oracle with Unified Storage Systems. You can also follow me on my blog http://jkshah.blogspot.com

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