Linked by Adam S on Wed 14th Sep 2005 13:01 UTC
Humor Never let it be said that Sun Microsystems, who are promoting their new Opteron-based "Galaxy" server line, are subtle. A recent post to the Sun website displays several "rejected" ads. Says the website, "At Sun, we're the radical engineers that build 'ass-whoopin' technology - we're not Miss Manners and we never want to be." Ads that did make the cut were revealed as well.
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Cult of Sun
by whartung on Wed 14th Sep 2005 18:17 UTC
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Sun is slowly building buzz, and promoting personalities into the public eye. Not just Schwartz and Bechtolsheim (not McNealy, we know better), but Gosling and slew of Sun bloggers. These folks are getting regular readers (followers is much too strong a word).

While Sun fans aren't as rabid as Mac fans, a similiar cult of personality is building. Wisely, I think, it's building around the company as a whole, rather than the individuals, even though much of it is manifested through the people. Much like Apple has survived most everyone of "note" leaving (Hertzfeld, et al), though it can be argued it didn't survive the loss of Jobs, but rather simply edured until he came back.

Partly this is because Sun has been just promoting the crap out of themselves and their products over the past 1-2 yrs: first with the Solaris 10, then OpenSolaris, and now all the new hardware (as well as their grid initiatives and other software announcements). Coming up next will be the new round of SPARCs.

It's like a big head of steam building within Sun as they stewed and thunk and recovered from the Dot Bomb, and now it's all exploding out at once.

The other interesting thing is simply that they've opened up, mostly through their vast array of bloggers, but also non-blog things like OpenSolaris, and use all of the different avenues to get their message out.

You may (and many do) not care for Jonathan Schwartz, but that doesn't make his blog really any less interesting. Then you have all of the Solaris bloggers, the hardware bloggers, the Java bloggers. You have the folks participating here, on OSNews, as well as on other boards and USENET.

So, they're canvasing the underground buzz making machine of the web- and blog-sphere as a whole, but then they also hold these pretty press announcements, glossy ads in IT magazines, as well as pressing the flesh and knocking on doors of corporate IT. Yea, it's all marketing, but the products seem to stand up to scrutiny outside the marketing.

The big part of it is simply that by the mere fact that they're opening themselves up like they have, they take on the patina of being a more open and accountable organization. That while they'll talk market and suit speak all day long, hilight their advantages, muddle over their weaknesses, just like everyone else, they all seem to basically stay on message. The "open Sun" message.

If it was just Schwartz and McNealy, you could just laugh, nod knowingly, and brush it off as simple collusion. But the breadth of the voices giving the message lends it credance.

Now, it could simply be that the Sun Leadership is simply Talking the Talk to not just the public, but the employees as well. Lying to us and them while the dark cabal of execs craft sinister plans behind mahogany doors in smoke filled offices (the smoke from failed hardware, failed strategies, and failed bottom line as, I'm sure you all know, you can't smoke cigarettes in office buildings in California).

So, it could simply be a ruse. Corporations shift message all the time, and always with the same enthusiasm. Worse that politicians.

Or, you can look at it as a simply too big for a conspiracy, they're just too many involved, and much of it has the impression that while obiviously Schwartz's blog is, basically, moderated by himself, his message, and keeping the phone quiet without the company lawyers screaming at him, the other bloggers are less so.

They're more raw, more earthy. Mostly filled with technical apolitical bits, but they have the undertone of the "new Sun" (which some of them would argue is simply the old Sun, but now you get to actually simply see inside) buzzing beneath them, like a carrier wave that keeps the meaty bits of information afloat.

Also, they're backing it up with action. Again, OpenSolaris, still has a bit to go, but there's no turning back that clock now. They've opened up other bits and pieces, and seem intent on pushing all of it forward. So, they're not just talking the talk, they're walking it as well. Hopefully in the next few months we'll see ZFS as well, finally. I'm all tingly waiting for that.

So, whaddya think? Is it all BS? All gold? A mix? What ratio? Have they changed any minds? Yours? Is the new Sun same as the Old Sun? Anybody with a Sun tatoo's out there?

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