In a bold move to ditch its image as a "struggling tools company" and refocus its business on the enterprise software market, Borland International has changed its name to Inprise, announced its Enterprise Application Server, and launched its Professional Services consulting organisation.
"I want Borland to be a $US500 million company in the next three years, and I intend to grow the company through internal development and acquisitions," said Del Yocam, chairman and CEO of Inprise. "We have new people, new products, and a new focus for the company, so we decided to have a new name."
By leveraging object-based middleware products from its acquisition of object request broker (ORB) vendor Visigenic Software and launching a Professional Services consulting organisation, as well as changing its name, Borland wants to jump form the number two desktop tools vendor to the Number one application server vendor.
"I don't think it matters if they call themselves Borland, Inprise, or Ralph, the question is, can they deliver enterprise messaging and transaction processing product?" said John Rymer, president of Upstream Consulting, in Emeryville, California.
However, officials said the name Borland has negative connotations in the enterprise.
"The name Borland says 'struggling tools company', " said John Foisand, senior vice president of worldwide sales for Inprise. "We have been known as a desktop tools company, which is fine, but now we need to sell our Enterprise Application Server to CIO level."
Meanwhile, the company announced on Wednesday its Enterprise Application Server, which will become the cornerstone of the company's enterprise-software strategy.
The product will support major server-side software component models, including the Object Management Group's CORBA and Sun's Enterprise JavaBeans, according to Zack Urlocker, Inprise's vice president of marketing.
Meanwhile, the company will integrate its JBuilder, C++Builder, and Delphi development tools with Visigenic's Integrated Transaction Server (ITS) ORB-based transaction processing Monitor in an attempt to bring the benefits of ease of use and rapid application development to the CORBA community, according to officials.
Yocam committed to delivering the Enterprise Application Server; ITS Services; integration with mainframe environments such as IBM's CICS and BEA's Tuxedo; integration with enterprise resource planning vendors such as SAP; and providing a way forward for its Entera customer sites.
"They have a hell of a job ahead of them," Rymer said. "They are launching into a very busy space and I don't see why companies like IBM and BEA will want to help."
Meanwhile, Enterprise Application Server now brings Borland into competition with many of its former partners in the tools business such as Oracle and many current licensees of Visigenic's ORB. For instance, Oracle, Sybase, NetDynamics, and GemStone all license the Visigenic ORB as core technology for their application servers.