No longer is Java just about the enterprise, or niche markets of handhelds, Schwartz said. Java is and can be everywhere. Guy Lawrence, CEO of global content services for Vodafone, has seen an explosion of Java-enabled handhelds and said it has already sold 1 million Java phones in Japan. Sun CTO John Fowler said each piece of the Java platform is getting improved as the company strives to build the single Java System. The goals are to improve it, make it faster, and get it into the hands of 10 million developers. "We want to evolve the power and richness and tools, and simplify the complexity of the Java System," he said."Java means a new way of interacting with consumers, giving them new experiences," Schwartz said. "We are building one butt-kicking platform, with collaboration, a new electrified brand, more market opportunities, more fun, more money."
For a company that has struggled with its Java branding campaigns as much as it has struggled with standards bodies and Microsoft, the new campaign has to be good news to users.