THINK BEA, Think Liquid. That’s the new message from the enterprise software development company.
“It’s about creating an environment to create fluidity of information,” explains David Purkiss, country manager New Zealand.
The three-year marketing campaign ties in with the launch of BEA’s Aqua Logic product set.
Purkiss says that although it could be argued that Aqua Logic is a rebranding of existing BEA products, the Think Liquid vision challenges the IT industry to move beyond business silos and vertical software stacks.
“Applications have previously been frozen and very much silo based while Aqua Logic is an abstract layer that sits above Microsoft, IBM and Java environments.”
He says that from a local perspective it gives BEA partners the ability to be more proactive by using the Aqua Logic framework to reduce the cost and complexity of what they are delivering.
David Sinclair, BEA senior alliance manager, says the company has adapted its message three or four times in the last six years to keep in line with the market. “Think Liquid is about more of a services-based approach so we deliver a greater level of value to our customers,” he says.
Sinclair says Aqua Logic enables services built on heterogeneous platforms to be managed and assembled by leveraging composition and management tools.
“Until now it’s all been component-based development but as Aqua Logic is composite based it allows IT specialists to shift focus from writing code to composing business processes.”
This, he says, means applications can be created for end-users that meet their specific requirements without a long development cycle.