VISUAL STRATEGY GUIDE
VISUAL STRATEGY GUIDE
Copyright Š 2017 Sun This book is a non-commercial hypothetical school project meant for educational purposes only, and is not intended to represent the Sun Microsystems brand in actuality. All rights reserved. No part of this publication can be reproduced, stored in a retrieval system or transmitted, in any for or by any means, electronic, mechanical, photocopy, recording, or otherwise, without the written permission of Sun.
Table of Contents Chapter 01
04 Heritage About Sun Company History Mission Statement
Chapter 02
12
Visualization Rebranding Objective Sun in the Past Sun in the Future
Chapter 03
20
Audience Chapter 04
30
Competition Current Competitors Adjacent Competitors Future Competitors
Chapter 05
40 Sources
SUN | VISUAL STRATEGY GUIDE
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Chapter 01
Heritage About Sun Company History Mission Statement
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About Sun Sun Microsystems, Inc. was an American company that sold computers, computer components, software, and provided information technology services. It was the company that created the Java programming language, the Solaris operating system, and the Network File System (NFS). Archrival of Microsoft Corporation, Sun Microsystems, Inc. focused on network computing rather than desktop mainframes, designing and manufacturing its own software and hardware. As a company started in 1980s, Sun generated in excess of $10 billion in sales during the late 1990s, recording an astounding success with its own computer chip, SPARC, and own operating system, Solaris. Sun pioneered the use of shared software and hardware components among competing workstation manufacturers in order to create industry standards. After making a reputation for itself as a designer of high-powered workstation computers and servers, Sun expanded its talents, positioning itself as an Internet and electronic-commerce specialist during the latter half of the 1990s. The company’s seminal achievement was the introduction of Java technology, the first universal software platform that enabled developers to write applications once to run on any computer. The company maintained offices in 150 countries, selling its products and services to the telecommunications, manufacturing, education, financial, and government markets.
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Company History Sparc: Making RISC commercially successful
Present at the creation Sun was the brainchild of Andy Bechtolsheim, a Stanford University doctoral candidate in electrical engineering and computer science. He partnered with Vinod Khosla, who was the first CEO.
1984 1982
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Java takes the stage
RISC (Reduced Instruction Set Computing) grew out of research conducted at UC Berkeley in the 1980s. Sparc (a derivation of “scalable processor architecture”) endeavored to commercialize RISC in a workstation CPU. Sun’s first specification for Sparc was first published in 1986.
The original concept of Java was to create an object-oriented programming language whose code would run on any platform with a Java Virtual Machine. An easily learned language, Java is safer than C but more expressive than Visual Basic.
1991 1989
1995
The network is the computer
Solaris rising
Contrary to popular belief, the slogan “the network is the computer” was coined not by Scott McNealy but by John Gage, Sun’s fifth employee, in 1984. His motto predicted cloud computing. Until Sun went off in all directions, it worked as the company’s unifying principle.
Sun’s original press release called Solaris “the industry’s first ‘shrink-wrapped’ distributed computing environment available in volume on a compact disc.” Solaris today comes in an open source version.
“We put the dot in dot com� The famous advertising phrase of the dot-com bubble proved all too true. Sun was valued at approximately $200 billion at its peak, with a stock price of $247 per share. By the end of 2001 the stock price had plunged to $49 per share.
Sun buys MySQL Over time, Sun lacked a database, which it acquired in the purchase of MySQL, whose open source database had proven wildly popular.
2002-2004 1999-2001
Rebrand Sun plans to execute company rebranding objective, extend its business areas in a new direction.
2010 2008
2018
Every which way but up
Oracle buys Sun
Post-bubble, Sun announced or introduced an incredibly broad array of innovative technologies and products, few of which proved particularly successful for the company in financial terms.
On Monday, April 20, Oracle agreed to buy Sun for $7.4B. Oracle CEO Larry Ellison said that Java and Solaris were the primary reasons.
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Mission Statement Sun provides borderless interconnectivity with low cost and risk, and offers optimized integration solutions to take companies into the age of the Internet of Things. From Sun’s perspective, no computers are isolated. Sun’s technology works to make connections between computers possible, stable and reliable, regardless of their size, brand and system. The open-sourced network system provides borderless interconnectivity with low cost and risk, and offers optimized integration solutions to take companies into the age of the Internet of Things.
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Chapter 02
Visualization Rebranding Objective Sun in the Past Sun in the Future
SUN | VISUAL STRATEGY GUIDE
Rebranding Objective The position of Sun in the tech industry is a company that provides the solution to easily and automatically control everything. It not only produces the inter-networking of physical devices, vehicles, buildings and other items, but also operates experience centers for users to try, feel and learn. Sun’s technology is for everyone.
Image
Literal
Abstract
Aspirational
Connectivity
Innovation
Simplify
Keep exploration is Sun’s primary mission. Sun aims to explore new ideas, methods and things to bring customers convenience and better life experiences.
Sun has the vision that everything can be connected with each other, like phones, cars and other electronic devices. What’s more, everything can interact with human in a much easier and more intelligent way.
For some people, to use electronic devices is still complicated. Sun has a potential to make everything straightforward and simple.
Keywords
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“There have been times when Sun seemed way out of sync, yet two or three years later, we see the rest of the industry moving in their direction.” — by McNealy Scott
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Sun in the Past Previously, Sun pioneered the integration of its advances in software into hardware development to enable seamless communications among stand-alone workstations, sub-systems and regional network systems. Although Sun focused on taking the industry into the network age, which could make people’s lives more convenient, innovation was still encouraged to create new ideas and products that could be better for people’s lives.
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Sun in the Future In the future, Sun is looking to expand into the area that everything can be connected. People will get benefit from the products, services and anything created by Sun. Much excitement and enjoyment will be added to people’s life.
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Chapter 03
Audience Most people prefer using high-tech products. Technology makes people’s lives much easier and more convenient. However, current products are not able to meet all their expectations. The spectrum of the personas is from the younger generation to the older generation with different occupations.
SUN | VISUAL STRATEGY GUIDE
The Queen of Games
Ana Cole / 22 Student in Game Developer Boston
• In favor of playing computer games and usually stays up late to play; • Spends most of her spare time on the games; • Likes new smart devices; • Usually has a lot homework to do; • She is leading a well-organized life; • Prefers high performance PCs for games; • Interested in Virtual Reality devices.
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The Mud Engineer
Carlos Perry / 32 Electrical Engineer Mountain View
• Favors every high-technology product; • Interested in every electrical device regardless they are old or new; • Likes exploring new things; • Addicts in Pokerman Go and gets a very high level; • Likes “Echo” from Amazon; • Aims to change the world with technology;
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The Hardworking Woman
Susan Brown / 41 Banker New York
• Works 8 hours a day and supports her whole families; • Her husband is not able to work due to the injury in a traffic accident several years ago; • Favors new technology products like Echo, Whirlpool and so on; • Needs help for cleaning house; • Couldn’t afford for housemaid or hourly workers; • Struggles for life but is optimistic.
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The Modern Senior • Grows up in a small town; • His husband was a company’s CEO; • Likes modern technology products; • Owns a Tesla; • Bought a new house recently; • Unwilling to pay for housemaids; • Needs some new electronic products to help her and her husband’s daily life.
Cathy Kelley / 63 Retired Librarian Los Angeles
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The Responsible Husband
Mark Fontecchio / 48 CEO of a start-up San Jose
• Works more than 8 hours a day and supports the whole families; • Very busy seldom has time for his family; • Married and loves his wife; • His wife takes care of three children at home; • Doesn’t have time to help his wife; • Wants to buy smart devices to help his wife; • Preparing a gift to her wife for their 10th wedding anniversary.
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The Intelligent Boy
Ethan Williams / 17 High school student Miami
• A guy who likes smart products; • Interested in VR technology; • Likes playing ARGs and spends a lot time on games; • Hopes to be a software engineer in the future; • His father is an engineer formerly worked at Sun; • Participates in various competitions and activities on technology; • Has a great talent in hands-on skills.
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The Empty Nester
Jimmy White / 82 Retired Teacher Denver
• Hates technology (phones and computers); • Neighbors always say, “He is too obstinate to reason with him.” • Believes every technology product is stupid; • Doesn’t trust “machines”; • Refuses to accept new things; • Lives alone, and critics about everything. • Never be persuaded;
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The Crazy Apple Fan
Maria Luiza / 28 Product Manager Atlanta
• Uses iPhone, iPad, Macbook, Apple Watch... • Waits in long lines for new Apple products every year; • Updates her equipment whenever newer version launches; • Prejudices on every brand except Apple; • Likes high-tech products; • Has a strong purchasing power; • Saves her money for Apple products.
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Chapter 04
Competition Current Competitors Adjacent Competitors Future Competitors
SUN | VISUAL STRATEGY GUIDE
Current Competitors In the late 1900s when many multinational technology companies participated into the competition of integrating hardware and software, many of them survived, but Sun did not.
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How they compete with Sun • Cisco Systems, Inc. develops, manufactures, and sells networking hardware, telecommunications equipment, and other high-technology services and products.
• Intel Corporation is the world’s largest and highest valued semiconductor chip makers based on revenue, and is the inventor of the x86 series of microprocessors.
• Oracle Corporation is an American multinational computer technology corporation.
• Nutanix is a software company that sells what it calls hyper-converged infrastructure appliances.
• Dell develops, sells, repairs, and supports com- • Hewlett-Packard was an American multinational puter related products and services. information technology company. • Lenovo designs, develops, manufactures and sells • VMware, Inc. provides cloud and virtualization personal computers, tablet computers, smartsoftware and services, and claims to be the first to phones, workstations, servers, electronic storage successfully virtualize the x86 architecture devices, IT management software, and smart commercially. televisions. • Microsoft develops, manufactures, licenses, sup• IBM manufactures and markets computer hardports and sells computer software, consumer ware, middleware and software, and offers hosting electronics and personal computers and services. and consulting services in areas ranging from mainframe computers to nanotechnology.
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Adjacent Competitors These companies do not develop and manufacture hardware and software for computers, but they also aim to provide a stable network system for users.
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How they compete with Sun • Comcast Corporation is an American global mass media and telecommunications conglomerate and is the largest broadcasting and cable television company in the world by revenue.
• Charter Communications is an American cable telecommunication company, which offers its services to consumers and businesses under the branding of Charter Spectrum.
• Dish Network provides satellite television, satellite • Verizon Wireless is an American company, a wholly Internet access, audio programming, and interacowned subsidiary of Verizon Communications, tive television services to commercial and that offers wireless telecommunications products residential customers in the United States. and services. • Nokia Corporation, stylized as NOKIA, is a Finnish multinational communications and information technology company. • Ericsson is a networking and telecommunications equipment manufacturer and services provider.
• Cox Communications is an American privately owned subsidiary of Cox Enterprises providing digital cable television, telecommunications and Home Automation services in the United States.
• Motorola designs and sells wireless network equipment such as cellular transmission base sta• AT&T is the second largest provider of mobile teletions and signal amplifiers. phone services and the largest provider of fixed telephone services in the United States, and also provides broadband subscription television services through DirecTV. • CenturyLink, Inc. provides communications and data services to residential, business, governmental, and wholesale customers in 37 states.
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Future Competitors These are leading Internet of Things Companies. All of them will be Sun’s competitors in the future. How to make Sun more competitive compared with others is a big challenge.
How they compete with Sun • GoPro, Inc. manufactures eponymous action cam- • Lexumo focuses on the Cloud-based service that eras and develops its own mobile apps and uses DARPA-funded indexed search to continuvideo-editing software. ously monitor open source code, including on Internet of Things devices, for vulnerabilities. • Sony Corporation diversified business includes consumer and professional electronics, gaming, • Greenwave’s AXON software and services platentertainment, and financial services. form is used by companies to provide a wide variety of managed IoT-oriented services to their • Kontakt.io focuses on secure and configurable customers. beacon hardware (indoor or outdoor) and software for building proximity-aware IoT offerings. • Arrayent provides an IoT platform that hooks up consumer products from the likes of Whirlpool • Pubnub provides realtime apps, also it focuses and Liftmaster with their customers via the company’s cloud-based Data Stream Network and Internet. complementary APIs. • Amazon is an American electronic commerce and • Samsung has increasingly globalized its activities cloud computing company and electronics; in particular, its mobile phones and semiconductors have become its most important source of income. • Fliament: Long-range wireless sensor networks for existing industrial infrastructure.
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“If you think that the internet has changed your life, think again. The IoT is about to change it all over again!” —Brendan O’Brien, Chief Architect & Co-Founder, Aria Systems
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After establishing the strategy, it’s time to move forward into the development of our brand new identity. At this point, numerous ways will be explored to find the right direction to represent our brand.
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Chapter 05
Sources
SUN MICROSYSTEMS | VISUAL STRATEGY GUIDE
Page Number
Website
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https://www.corpit.xyz
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http://www.panoramio.com/photo/38153782 http://www.fundinguniverse.com/company-histories/sun-microsystems-inc-history/
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http://www.pcworld.com/article/163933/sun_history_in_pictures.html
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http://itknowledgeexchange.techtarget.com
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http://www.fuzzylogix.com/blog/creating-a-successful-internet-of-things-data-marketplace/
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http://www.wallpaperup.com
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http://harveyhanna.com/news/tag/commercial-real-estate-company-delaware/
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https://filmsphotoartetc.wordpress.com/tag/grandpa/
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http://www.hullegalaxytabs.com/reach-out-the-right-place-to-purchase-the-quality-laptop.html
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http://www.banglabuysell.com/Services/Computer+Windows+Problem+Solve/pezt02
Page Number
Website
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http://www.whitewomanlane.norfolk.sch.uk
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http://kokorosot.info/129612-elderly-african-american-woman.html
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http://www.offshoreenergytoday.com/wood-group-mustang-elects-offshore-business-unit-boss/
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https://www.wattpad.com/256558248-the-black-bitch-princess-on-going-mga-tauhan-sa
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http://www.anorak.co.uk/technology/page/32/
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http://www.websitegh.com
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https://www.pinterest.com/pin/401946335469926541/
Design
Ran An
Course
GR.604 Nature of Identity Spring 2017 Academy of Art University
Instructor
Hunter Wimmer