Getting Down to Business With Java Technology

The 2007 JavaOne conference is best known as a supreme technical conference with enough geek content to satisfy even the most demanding software developers.

But what about the business side of the story? The Java technology business community is its own thriving ecosystem of products, partners, licensees, and services that drive compatibility, creativity, and commerce worldwide. So where can business and marketing leaders turn for guidance and support in fueling their companies' investments in Java technology in the enterprise?

Whether you are from a startup or a more established company, you may be surprised to learn what has happened in the Java ecosystem this past year, what Sun is offering now and planning to offer in the future to the business side of the Java platform. For the first time ever, Sun is piloting a special track for business and marketing professionals. And judging from the mounting registrations for the five sessions in this one-day event, this program has hit a nerve.

How can you make others aware of what your company is providing to its customers? What programs and services does Sun offer to help you reach your goals and fulfill your customers' needs most effectively?

To get answers to those kinds of questions, come to Java Technology Business Day on Tuesday, May 8, at the Westin San Francisco Hotel (formerly the Argent Hotel).

Participants begin the day with their technical colleagues at the general session and then move on to attend the following five Business Day talks.

How does the open sourcing of Java technology impact your business? What does it imply for you as a decision maker for your business? To get the story in an easily digested and concise format, you'll want to attend the following session:

Open-Source Java Technology: Business Opportunities and Risks (BUS-8032)
10:50 to 11:50 a.m.

How will Sun's decision to open source its Java technology implementations drive adoption and innovation, as well as open new markets? What else might change in the Java ecosystem? Get the facts and explore the myths to understand the opportunities and risks for your business.

Speakers:
Simon Phipps, chief open-source officer, Sun Microsystems, Inc.
Ted Schuh, marketing manager, Java Platform, Enterprise Edition, Sun Microsystems, Inc.
Rich Sands, community marketing manager, Java Platform, Standard Edition, Sun Microsystems, Inc.
Vivek Mody, community marketing manager, Mobile & Embedded community, Sun Microsystems, Inc.

Did you know that one in three consumers polled say that Java technology's presence in a product plays a role in their purchasing decision? The following session will help you learn how to feature the Java brand in your product and how to tap into the programs Sun is offering to capitalize on that brand recognition:

Marketing, Branding, and Certification Programs Demystified (BUS-8033)
2:20 to 3:20 p.m.

You may be from a nonprofit, a startup, or a multinational corporation. Whatever your business, attend this special session to learn about the power of the Java brand and programs that can offer you global visibility in the technology industry and access to millions of consumers.

Speakers:
Bruce G. Lee, brand strategist, Sun Microsystems, Inc.
Deborah Mussomeli Williams, group marketing manager, Software Portfolio Strategy and Marketing, Sun Microsystems, Inc.

Whether you are in desktop, hardware, or the mobile space, you'll want to learn more about new and updated Java partner programs in this session:

Partnering to Win! (BUS-8034)
1:00 to 2:00 p.m.

The Java community is supported by a strong partner ecosystem. This talk will highlight the features of vendor programs and illustrate them with case studies to demonstrate how they can boost your business.

Speakers:
Ingrid Mayer, group manager, Market Development, Sun Microsystems, Inc.
Ann McLaughlin, director, ISV and Partnerships, Sun Microsystems, Inc.
Dan Powers, director, ISV Engineering, Sun Microsystems, Inc.

How can Sun help you promote value-added services on millions of consumer end-user PCs, develop successful applications, and manage Java deployments in the enterprise? And how you can tap into Sun's new plans for distribution services as you leverage the Java Runtime Environment (JRE) on the desktop? This session covers a wide range of such topics:

New and Improved Services (BUS-8035)
3:40 to 4:40 p.m.

With data that will surprise -- and possibly delight -- you, this session will explain the market context for Java content and applications today. It will also outline Sun's array of new services designed to support development, deployment, and distribution.

Speakers:
Thorsten Laux, director of client engineering, Sun Microsystems, Inc.
Bill Curci, marketing manager, Java Platform, Standard Edition, Sun Microsystems, Inc.

With an interesting mix of panelists and topics, this discussion focuses on what is needed to make the Java ecosystem even more successful:

Interactive Industry Panel: Maximizing ROI (BUS-8036)
5:00 to 6:00 p.m.

Join Anne Thomas-Manes, the Burton Group's vice president and research director for application platform strategies, and an exciting group of speakers to explore what the industry needs to maximize return on investment in the Java ecosystem. Be sure to bring your ideas!

Panel moderator:
Anne Thomas-Manes, vice president and research director for application platform strategies, the Burton Group