David Berlind a couple of weeks ago nicely summarized a recent Rich Green interview — Rich Green: Sun’s green machine? Skim down to the last paragraph and you’ll find this observation:
I still hear this quite often, and I generally agree with the statement in most cases. But something bothers me about it and it’s this — what more could we do? I mean this quite sincerely. We now have thousands of bloggers liberated to talk about all kinds of technology, we’ve opened more code — both hardware and software — than we know what to do with (with still more coming), we have that fancy “Share” and “Participation Age” branding campaign going on that fits nicely with all the open stuff we are doing, we send engineers and executives all over the world to participate in industry conferences, we invest millions holding our own conferences, we spend lots of money on marketing at multiple levels, we contribute to open source and standards communities all over the place, we are placing more ads about Sun in tech and business magazines now (especially with all the new products we have lately), and our press and analyst coverage seems to be increasing in volume and quality quite steadily. We are quite literally one of the loudest companies out there. Now, I realize that we have a Chairman and a CEO who are both a bit on the shy side, but we’re working on that. But seriously, short of spending five or six hundred million on carpet bombing advertising, what more could we do to get the word out?