Sun Micro's Java expansion faces opposition

San Francisco: Sun Microsystems is betting the Java software platform it developed will raise its fortunes in emerging markets, but it faces tough competition from bigger rivals familiar with Java - as well as questions about the technology's future.

Sun, which changed its Nasdaq ticker symbol to 'Java' from 'Sunw' to emphasise its focus, sees broad use of Java-enabled cellphones leading to increased sales of its computer hardware, the bulk of its revenue.

Sun introduced Java in 1995 as a software technology platform that can sit on everything from cell phones to huge computers, uniting diverse software programmes and hardware platforms. It is found in numerous devices from smart cards to printers, computers, servers and cell phones.

The company says there are about six billion Java-enabled devices, including 1.2 billion cellphones, and the number is growing.

"Java is one of the most-viewed brands on earth," Sun chief executive Jonathan Schwartz said in a recent interview. "It becomes a vehicle for us to introduce ourselves [to customers]. It's our big bet."

Some analysts doubt the bet will pay off. "They are living in a story-telling world," said Trip Chowdhry, a software-industry analyst at Global Equities Research. Even though cell phones and other gadgets run Java, that does not mean big computer infrastructure companies will turn to Sun, he added.

Schwartz said the strategy of stoking emerging-market hardware sales through Java is already working, but he declined to provide figures. Software represents about $1 billion of Sun's roughly $14 billion in annual revenue.