Jonathan Schwartz, CEO of Sun, writes:

at Sun, there's no one message for all audiences.

Developers care about bleeding edge innovation, but have little buying power; IT executives have all the buying power, but generally avoid the bleeding edge (unless they're supercomputer specialists). Developing nations and development authorities care about intellectual property freedom, and the impact of technology on society. Most IT buyers are more worried about shared services, SOX compliance and financial return. Same technologies, perhaps at differing stages of evolution, but wildly differing audiences.

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