Stock ticker symbols may be financial arcana, but they have an important role representing a company's identity. IBM's symbol is IBM, Google's is GOOG, BEA's is BEAS. Sun microsystem's was SUNW, but as of August 27th 2007 it will become JAVA.
An interesting public relations move for the Java brand and Sun Microsystem's focus. In Jonathan Schwartz -- Sun's CEO -- own words:
....the number of people who know Java swamps the number of people who know Sun. Or SUNW, the symbol under which Sun Microsystems, Inc. equity is traded on the NASDAQ stock exchange. SUNW certainly has some nostalgic value - it stands for "Stanford University Network Workstation," and heralds back to Sun's cherished roots (in academia). Granted, lots of folks on Wall Street know SUNW, given its status as among the most highly traded stocks in the world (the SUNW symbol shows up daily in the listings of most highly traded securities).
But SUNW represents the past, and its not without a nostalgic nod that we've decided to look ahead.
JAVA is a technology whose value is near infinite to the internet, and a brand that's inseparably a part of Sun (and our profitability). And so next week, we're going to embrace that reality by changing our trading symbol, from SUNW to JAVA. This is a big change for us, capitalizing on the extraordinary affinity our teams have invested to build, introducing Sun to new investors, developers and consumers. Most know Java, few know Sun - we can bring the two one step closer.
Jonathan Schwartz : http://blogs.sun.com/jonathan/entry/java_is_everywhere
Sun's news release: