=========================================================

----- PETER COFFEE'S ENTERPRISE IT ADVANTAGE -----

=========================================================

A weekly newsletter from eWEEK Technology Editor Peter

Coffee focused on application development and technologies

at the cutting edge of enterprise-class computing.

=========================================================

Sponsored by IBM

Virtualization's Disruptive Potential - Podcast

Hear Rich Lechner, IBM's Vice President of Virtualization,

talk about the exciting possibilities created by the

combination of hardware, software, storage, and network

virtualization.

Visit the IBM Innovations blog now to download this podcast.

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527835-0-0-0-1

=========================================================

October 2, 2006

=========================================================

In This Edition

=========================================================

PETER COFFEE: Brand Identity Is Precious

EWEEK NEWS:

1. News: Microsoft Enlists Intel in Quest to Sanction Open XML

Supply Chain Standards

2. News: Software Investor: Software as a Service Beyond Tipping Point

3. News: Government Keeps Control of Web Domain Group ICANN

4. News: Cyber-Thieves Targeting Smaller Retailers

5. News: Borland Bakes Quality into Development Cycle

6. Podcast: E-commerce Service Boosts Brands

7. Slide Show: Morning Coffee: Slicing and Dicing Devices

=========================================================

PETER COFFEE

=========================================================

Brand Identity Is Precious

Naming what you sell sets it apart, but brand reputation is fragile.

By Peter Coffee

When Intel debuted the "Intel Inside" branding in 1991, the MBA

side of my brain sounded alarms for all the PC makers whose

short-sighted greed for co-marketing dollars overcame their

common sense.

I've heard multibillion-dollar estimates for the brand-name

equity value that those PC OEMs yielded to what had formerly

been a back-door supplier of component parts. According to the

2006 Interbrand survey, the Intel brand is worth about $30 billion

and is the fifth most valuable brand in the world (behind Coca-Cola,

Microsoft, IBM and GE): I'd certainly argue that at least two-thirds

of that consumer recognition value is due to 15 years of hearing

that signature ringtone, and seeing that Intel Inside logo, at the end

of TV ads for any number of big-name PC vendors.

We're seeing another side to the question of component branding

in the furor over Sony-built batteries for many makes of laptop

PCs. I don't recall ever seeing "Battery by Sony" trumpeted in the

ads for Dell or other portable devices, but the makers of those

machines have certainly performed an artful piece of marketplace

jiu-jitsu in throwing off the blame for their potentially dangerous

hardware.

Read the rest of Peter's column.

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527838-0-0-0-1

=========================================================

EWEEK NEWS

=========================================================

1. News: Microsoft Enlists Intel in Quest to Sanction Open XML

Supply Chain Standards

Microsoft is hustling to get its Office Open XML standard accepted

and in place before the rival OpenDocument Format standard

becomes widespread.

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527841-0-0-0-1

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

2. News: Software Investor: Software as a Service Beyond Tipping Point

The consummate software investor Ann Winblad talks about emerging

trends, and what's missing with on-demand software.

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527844-0-0-0-1

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

3. News: Government Keeps Control of Web Domain Group ICANN

The U.S. Commerce Department will retain oversight for three more

years of ICANN, the company that manages Internet domain names,

renewing an agreement that was scheduled to expire this weekend.

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527847-0-0-0-1

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

4. News: Cyber-Thieves Targeting Smaller Retailers

As large e-commerce sites pour millions of dollars into security

and enterprise-league hardened POS systems, cyber-crooks have

been giving more attention to much smaller and less well-protected

merchants.

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527850-0-0-0-1

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

5. News: Borland Bakes Quality into Development Cycle

Borland Software's new Borland Lifecycle Quality Management

solution helps enterprises emphasize quality across the development

cycle.

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527853-0-0-0-1

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

6. Podcast: E-commerce Service Boosts Brands

In this InfraSpectrum: Web site security and reliable transaction

completion aren't just operating issues: they're also becoming an

important part of brand equity. Peter Coffee talks with industry

observers and toolmakers about their recent research into online

consumer concerns.

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527856-0-0-0-1

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

7. Slide Show: Morning Coffee: Slicing and Dicing Devices

Turbulence surrounds core technologies of handheld information

access.

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527859-0-0-0-1

=========================================================

Job Search

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527862-0-0-0-1

=========================================================

The Channel Insider

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527865-0-0-0-1

=========================================================

DevSource

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527868-0-0-0-1

=========================================================

eNewsletter Information

=========================================================

You are subscribed to this newsletter with the e-mail

address dcrews@criteriafirst.com.

TO UNSUBSCRIBE, click here:

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527871-0-0-0-1&email=dcrews@criteriafirst.com

To change your HTML/text preferences, change your e-mail

address or subscribe to other eNewsletters from Ziff Davis

Media, click here:

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527874-0-0-0-1

Questions about your newsletter subscriptions? To read our

FAQ, click here:

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527877-0-0-0-1

=========================================================

eWEEK Magazine Information

=========================================================

To apply for a free subscription to eWEEK, please go to

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527880-0-0-0-1

For help with your print subscription to eWEEK, click here:

http://ct.enews.eweek.com/rd/cts?d=186-4551-6-81-136437-527883-0-0-0-1

Copyright (c) 2006 Ziff Davis Media Inc. All Rights Reserved.

Ziff Davis Media Inc., 28 East 28th Street, New York, NY 10016