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JBoss, Inc.JBoss, Inc. provides open source middleware that offers companies a better way to transform their businesses through service-oriented architectures. The JBoss Enterprise Middleware Suite (JEMS) combines market-leading software such as JBoss Application Server, Hibernate and Tomcat with zero-cost software licenses to deliver proven performance in mission-critical enterprise applications—all at a lower cost structure than proprietary systems and backed by subscription support and services. IndustryLinux, the royalty-free open source operating system, started a software revolution that continues to advance. But it wasn’t until Red Hat found a way to monetize Linux by shrink-wrapping the software and adding support services that the shift, and the threat to traditional software licensing, became real. Open source software soon moved up the stack into the database and application server levels, where MySQL and JBoss, respectively, emerged as dominant players. These successes have proven to IT executives that open source can offer a more cost-effective solution with quality and reliability equal or superior to that of proprietary software. Business Challenge- The stock market bubble of the late 1990s turned most media and analyst observers of start-ups into skeptics, making it harder to stimulate business media coverage of entrepreneurial companies. On top of this, making money on “free software” was simply not a viewed as a credible business model in the eyes of many reporters.
- JBoss’ market—Java application servers—was dominated by industry heavyweights.
- JBoss Application Server had been popular with Java developers since its release, but operations people still needed assurance that open source products such as JBoss were comparable to proprietary offerings for enterprise production deployments. A major goal of the PR program was to raise awareness of customers using JBoss Application Server in large-scale, mission-critical deployments and working with JBoss for top-quality support and services.
- JBoss wanted to link the application server with the company (then called JBoss Group), and educate users that if they required technical expertise and services, JBoss Group was the preferred resource.
Schwartz PR Strategy- Move the founder and CEO of JBoss to the forefront of Java and open source software debates and participate in industry and community discussions. Help potential customers better understand JBoss’ products and strategy and highlight how the company is changing the way software is created, distributed and supported.
- Focus on the quality and innovation behind JBoss technology. Underscore the popularity with developers and, more recently IT management, of JBoss Application Server, Hibernate and the other JEMS products.
- Leverage customers to demonstrate that JBoss is a proven, safe deployment platform for mission-critical enterprise applications.
- Highlight through the media the cost-effectiveness of open source software and present it as a safe alternative to expensive proprietary platforms.
Results- JBoss permeates the IT media, with inclusion in hundreds of news and trend articles each year. As JBoss expanded its middleware offerings beyond the application server, JEMS has continued to make the short list when reporters cover middleware solutions.
- Customer stories in top IT publications like CIO and InformationWeek have helped underscore that large enterprises are choosing JBoss for development, deployment and support—all the while reaping substantial cost savings.
- Widespread coverage in the business press consistently highlights JBoss’ successful business model, impact on competitors, growing enterprise adoption and track record for innovation.
- JBoss’ founder and CEO has become a sought-after commentator on industry issues ranging from the state of Java to open source business models to building a successful business. Journalists at top IT publications as well as the leading business publications, including BusinessWeek, Financial Times and The Wall Street Journal, rely on him to deliver cutting perspectives on industry news and trends.
- JBoss is widely recognized by the industry analyst community. Highlights include countless opinions and analyses of JBoss products and news by Gartner, Forrester, Hurwitz and others targeted at the company’s enterprise client base. In April 2005, JBoss debuted in the Leader Quadrant on the Enterprise Application Server Magic Quadrant.
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