Oracle To Rebrand App Server, Dev Tools and BI As “Fusion Middleware”
April 24th, 2005 by Mark Rittman
Oracle Rebrands Middleware As Fusion :
"Oracle is slapping a new "Fusion" moniker on its array of middleware and
development tools. "Oracle Fusion Middleware" to be formally announced Monday,
will be the umbrella brand for some 32 products including Oracle’s J2EE server,
portal, data integration, application development, business intelligence,
identity management, and collaboration offerings, said Rick Schultz, vice
president of product marketing for middleware.
The products will also still carry their usual version designation, as in
Application Server 10g, he added.
The group is borrowing the "fusion" moniker that has already been applied to a
proposed next-generation applications that would meld the best features and
functions of the current Oracle, PeopleSoft and JD Edwards portfolio."
April 26th, 2005 at 12:04 pm
Colour me cynical but isn’t this just one step away from re-arranging the chairs on the titanic? It doesn’t actually contribute to Project fusion, which I understood was just a code name anyway, and just confuses well, me. Re-naming all of these tools doesn’t seem to achieve anything other than issuing a stream of press releases.
It’s classic Oracle marketing, but I suppose it keeps them out of doing any damage elsewhere I suppose.