SAN FRANCISCO-Sun MicroSystems Inc. unveiled a new logo and plans for a new branding campaign to showcase Java technology to consumers and businesses. Ultimately, the campaign should drive more wireless data adoption as more people become familiar with what Java technology can enable them to do, said Sun’s Jonathan Schwartz, executive vice president, Software Group.
Company research showed 85 percent of people surveyed worldwide are aware of the Java name, and it is a leading technology brand, Schwartz said.
The “JavaPowered” logo will appear on handsets, billboards and in other traditional marketing spaces, Schwartz said. The company did not disclose how much it intends to spend on the campaign or name which wireless partners will be part of the campaign, which will start in a few months.
Because real estate on the handset is limited, campaigns taking place outside the phone itself are needed to promote the technology, said Michael Nash of Warner Music.
Mobility is a major theme for this year’s JavaOne conference, the largest developer’s conference in the world. Sun has promised more support for developers focused on mobile applications.
