Sun Microsystems is suffering an identity crisis brought on by poor marketing, business observers say. "I understood Sun at the beginning: high-performance workstations," says Dave Kellog, CEO of Mark Logic, an XML server company. "I understood Sun when they evolved to high-performance servers. But I don't know what Sun stands for anymore." Sun's campaign to change its ticker symbol to JAVA and its acquisition of the OpenOffice application suite aren't helping, marketing experts say.
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