On 15 April 2004, Sun announced the appointment of executives who will report to Jonathan Schwartz, Sun's new president and chief operating officer:
Jonathan Schwartz aims to continue what he started as head of software, when he forced all departments to speak with one voice. To enlarge its recurring revenue, Sun must unify its messages about chips, servers, software and services, and the elevation of trusted lieutenants gives Schwartz more direct control over those messages. The new executives have a passion for innovation, share Schwartz's vision for future growth and are trusted by him. John Loiacono (the new head of software), Gadre and Fowler were integral to Schwartz's software effort. Gartner expects further changes by May 2004, since Sun still must position new visionaries such as Andy Bechtolsheim.
Gartner views this as an interim organization to allow Schwartz to evaluate how the server business will change before he finalizes his leadership team. Schwartz will likely make a permanent appointment to head marketing when he determines his plan of action. The chief marketing officer will have to rein in individual business units that have gotten used to marketing themselves rather than supporting a unified company strategy. Sun's multiple messages have confused many customers over the years. The retention of Yen suggests that Schwartz has not simply moved the old guard out of power; Schwartz values Yen’s focus on throughput computing. Nevertheless, Schwartz will need to fill out Sun's executive ranks with experienced leaders (for example, by making Bechtolsheim chief architect). Unless new leaders state a strong, new vision and direction, this executive reshuffle will likely not help.
Analytical Source: Daryl Plummer, Gartner Research
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