Sun Microsystems is attempting to position itself as the de facto supplier of ebusiness technology and is backing up its claims with a high profile US advertising campaign.
The hardware supplier attests that its acquisition of Netdynamics earlier this year (see VNU Newswire, 3 June, 1998) provided it with the core technology to become a key enterprise software player in the field of ecommerce.
As a result, it has introduced a raft of TV advertising in the US to try and woo customers around to the concept that it is the company to dot com or Internet-enable their business.
Steve Zocchi, marketing director of Netdynamics, said: "Sun is now the dot com company. More than before, it?s not just about hardware or operating systems - it?s also about enterprise software and services and Sun has never really put the emphasis on this before."
He continued: "Dot com-ing the business is based around the word, portal. A portal traditionally organises information and deals with aggregated content and, but this has now evolved to the enterprise and has become an information portal for aggregating the business. It has the ability to deliver hardware and software services to power the business, and will change the way companies do business, who they compete with, and what business they are in."
Alan Baratz, president of Sun?s Java software division, explained that the ability to access business information from anywhere via a browser was becoming increasingly important, and that companies would introduce three main types of portal into their enterprises.
One would be aimed at staff so they could access relevant internal information, another would be targeted at an organisation?s suppliers, and the third would provide a gateway to customers accessing organisations? ecommerce Web sites.
But this, according to Ed Zander, Sun?s chief operating officer, would mean companies had to think more about their end-to-end architecture and how they planned to integrate their legacy backend systems with the Web-based technologies.
"It?s Sun?s aim to provide ubiquitous Webtone, which is comparable to the reliable, seamless, simple dialtone of the telephone network. But with the Internet, IP, bandwidth and Java, we can now bring the concept of datatone to bear. After two and a half years of working on Java, it is now one of the key components to enabling the dot com revolution," he claimed.
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