Brand Name Selection

[waynebeaton]

We need a new brand name for the set of specifications that will be created by the new community process. This brand name will also become a certification mark in the industry for compatible, independent implementations. The open source projects that fall under the Eclipse EE4J top level project will be one such implementation. In short, we need a new name to replace “Java EE”. Much like the OpenJDK project implements the Java SE Platform specification, the EE4J projects will provide implementations of a set of specifications that we today call Java EE: we need a brand name for this set of specifications.

With this in mind, we are initiating a community process to select the brand name. This process will be managed by the EE4J Project Management Committee (“PMC”) with assistance from the Eclipse Management Organization (“EMO”). The name that is selected by this process must pass legal and other trademark searches to ensure that the names are available for use. As a result, it is possible that the favoured selection will not be the ultimate choice. The final decision will be made by the EMO Executive Director (“EMO(ED)”) in consultation with the PMC.

The process is described in greater detail below.

Nominations

Names can be nominated by anyone in the community via this GitHub Issue record.

Nominations will be open from November 15 until November 30, 2017 (UPDATED; note that the date had been incorrectly specified as November, 2018)

Naming Guidelines

All suggested names must conform to the following:

• They must conform to Oracle’s trademark usage guidelines. Amongst other things this means that the name cannot start with the word “Java”.
• They must conform to the Eclipse Foundation trademark guidelines.
• They must not be obscene, sexist, racist, controversial, etc., and they must not be frivolous (e.g. we’re not going to choose Boaty McBoatface or the like.)

Any suggested names which fail to meet the above criteria will be rejected.

Name Selection Process

The process will be executed as follows:

1. Members of the community will be invited to enter their nominations into the specified channel;
2. At the end of the nomination period, the names suggested by the community will be reviewed by the PMC to identify those which meet the criteria specified in the by the naming guidelines (depending on response, the PMC may decide to further reduce the list to a manageable size);
3. The PMC will then initiate a community vote using the CIVS system (which will produce an overall ranking of the choices); and
4. The results of the vote will be delivered to the EMO(ED) who will engage in the required legal and other trademark searches to ensure that the names are available for use, and consult with the PMC to make the final decision.

Since we have no idea what sort of community response to expect, it is difficult to time box anything other than the initial nomination process. But this will be an open and transparent process, and we invite the community to engage in all aspects of it. There is a great deal of legal, marketing, and community thought that goes into selecting an industry brand, so it’s important that we get this right. This may take a little time.

[kwsutter]

Just to get the party started, I will suggest the following... Use "EE4J" for both the top-level project and the brand name.

[kwsutter]

Another candidate would be to follow the open standards naming convention and create the "Open EE" brand.

[Daniel-Dos]

I think it would be nice EJE - Eclipse Java Enterprise, so it's close to the old Java EE name .

[michaelranaldo]

As it contains more APIs, MacroProfile

[Cousjava]

My personal thought is just EEJ, which also is JEE backwards. It could stand for Enterprise Extensions for Java, Eclipse Enterprise Java, or Eclipse Extensions for Java which is my preference.

[ggam]

@kwsutter +1 for Open EE. Would EE still mean Enterprise Edition, Eclipse Enterprise, or do you have something else in mind?

[pedanticdev]

@kwsutter +1 for Open Enterprise Extensions for the Java Platform.

[m-reza-rahman]

• Eclipse Java Open Extensions (Eclipse JOE) - Joe is a nice pun on Java.
• Eclipse Java Open Enterprise (Eclipse JOE).
• Eclipse for the Java Open Enterprise (Eclipse JOE).
• Eclipse Open Extensions for Java (Eclipse OEJ or OE4J).
• Eclipse Enterprise Extensions for Java (EEEJ or Eclipse EEJ) - basically a way to drop the 4, some in the community think it is too gimmicky.
• Eclipse Extensions for the Java Open Enterprise (Eclipse EJOE).

[machi1990]

@kwsutter +1 Open EE. Another alternative could be - Open JEE for Open Java Enterprise Edition.

[arjantijms]

I also proposed Open EE before, so definitely +1 to @kwsutter for Open EE

[lprimak]

+1 for Eclipse Java Open Extensions (Eclipse JOE)

[keilw]

If it was feasible I'd prefer OpenJEE over just OpenEE (no Java in it, so it could mean anything, .NET, Angular, and I don't think that's the idea) but I have doubts the term "Java Enterprise Edition" is acceptable because that is exactly what Oracle wants to protect. Maybe OpenEEJ could work. IBM recently created OpenJ9 Of course it had long branding and use of the "J9" part (lost track of what the "9" stood for, but it existed long before Java 9) but something that feels along those lines could be beneficial.

[cealsair]

-1 Open EE. In Spanish, it sounds like a part of the human anatomy.

[tracymiranda]

Cappuccino - a smoother, frothier cup of Java ☕😊

[fsteeg]

First thing that came to mind was Enterprise Java (EJ).

We'd have Enterprise Java specs, Enterprise Java certifications, and Enterprise Java experts.

[keilw]

Of course Eclipse IoT already has a project "Kura" which in Serbian or Croatian also sounds like a part of the male anatomy.

-1 for "JOE", as Wayne mentioned, the name must not start with "Java".

[arjantijms]

-1 Open EE. In Spanish, it sounds like a part of the human anatomy.

@cealsair

-1 Open EE. In Spanish, it sounds like a part of the human anatomy.

There's always a meaning in some language ;) The well known term "DOM" for example has a not so clever meaning in Dutch... Probably best to focus on English and only refrain from it if it's really, really bad in some well known language.

[pedanticdev]

-1 for anything with the name Eclipse as part because of the history of the Eclipse IDE. Personally, the IDE invokes loads of pain and frustration. I'm equally certain there are others like me who feel the same way about the name Eclipse and what it invokes.

I also side with just Enterprise Java. Simple and still conveys the needed meaning.

[smsilva]

Eclipse OpenJEE (Eclipse Open Java Enterprise Edition)

[arjantijms]

Perhaps the name should highlight that we're primarily working on SERVER APIs?

Even though technically everything these days can be used for whatever, we can't hide the fact that Java EE is mostly used for server applications.

As alternative to Open EE, perhaps something like

• Open Server
• Open Server API
• Open Server APIs
• ...

[michaelranaldo]

+1 for Open Server API, nice to decouple from a more corporate angle but keep the infrastructure lilt

[ggam]

I imagine in Spanish we'd all pronounce it as "openeé" the same way we now say "javaeé" so I don't expect that to be problematic :$

Anyway OpenJEE could be a better fit. Despite lots of efforts to prevent the use of the JEE acronym, it's a known one and adding the "Open" at the beginning would be very appropiate.

El mié., 15 nov. 2017 18:16, Cesar notifications@github.com escribió:

-1 Open EE. In Spanish, it sounds like a part of the human anatomy.

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[IndraneelCS]

+1 to use EE4J for both the top-level project and the brand name.

[wesleyegberto]

+1 to Eclipse MacroProfile We hope someday the specs from MicroProfile and current Java EE will come from the same place, so using Macro (or anything like that) would be nice to show that it contains all specs.

[Cousjava]

I actually it would be good to drop the word Enterprise from it, as that makes it appear the it can only be used by large corporations, like IBM or Oracle, when in fact it can be used by small teams or individuals as well.

[Persi]

Open EE4J seems pretty obvious to me. We got no probably trademarked terms in it and everybody knows what's meant.

[manikmagar]

@keilw I had the exact same thing in mind 'OpenJEE' but then I thought that might just end up being referred as JEE again.

[Daniel-Dos]

Open EE4J seems pretty obvious to me. We got no probably trademarked terms in it and everybody knows what's meant.

What spoils even is this 4 in the name, is much more accepted in my opinion OpenEEJ or Open EE .

[ivargrimstad]

Eclipse Enterprise, shortened to EE (thanks David Blevins)

[dblevins]

Simply "EE" would be fine for me. "EE certified" is familiar.

[smillidge]

Expanding on @dblevins suggestion.

E-Cubed (EEE) or E-Squared (EE)

[kjjaeger]

Anything with the name "Eclipse" in it should be out. This name is suppose to be a vendor neutral name so that anyone, Apache, Red Hat, Payara or anyone else will be willing to carry the branding.

[samyomar]

Just adding my thoughts .. we have the following options ideas that I support :

1- It should NOT contain Eclipse keyword. eclipse foundation will manage it but it doesnt mean to take its name.

2- It contains Java related key word to indicate that its a java based APIs (key words like J or Java).

3- we can keep or remove EE and replace it with something else that give the impression that this is a server side APIs mainly.

4- a funky name like 'capitano' or 'cappuccino' both related to JAVA (Coffee) and will be good at branding and marketing purposes.

5- Open key word is a good indicator for an open APIs, but its not a must anyway.

[siruslan]

+1 for OpenJEE, as such naming is aligned with OpenJDK and JavaEE.

[keilw]

I'm afraid in a time of "serverless" anything with "Server" in its name does not work that well either

[kjjaeger]

How about Jakarta Enterprise Edition? Or is Jakarta still owned by Apache?

[Daniel-Dos]

Anything with the name "Eclipse" in it should be out. This name is suppose to be a vendor neutral name so that anyone, Apache, Red Hat, Payara or anyone else will be willing to carry the branding.

looking at this angle makes sense.

[smsilva]

Open Enterprise Specs for Java (OpenESJ or OpenES4J)

Like in JSR-366 JavaEE 8 first page: Java™ Platform, Enterprise Edition (Java EE) Specification, v8

[ShahimEssaid]

I had few thoughts while reading this thread:

1. This is a name for the set of specifications, not the Eclipse implementation. Should it have "Eclipse" in the name? I would rather use the term "Eclipse" for the branding of the Eclipse implementation instead of also adding it to the specification branding.

2. I think having the term "Enterprise" in the name is unnecessarily asserting a use-case or an environment for the specifications. It might turn off new users and it might also make it more difficult to include specifications that are not clearly "Enterprise" in nature.

3. I think the name should be very general and should allow the inclusion of various specifications as long as they complement each other in some way. If there is a need later to be more specific about a use-case or an environment for a subset of the specifications maybe we can use the profiles approach to subset the specifications and use the general brand as part of the profile name.

Based on the above, a very general name could be OpenJava, OJ, etc. The Eclipse implementations could be under "Eclipse OpenJava" ,, EclipseOJ, etc. An Enterprise profile could be "Enterprise OpenJava" EnterpriseOJ, etc.

[keilw]

Eclipse is not a vendor. Red Hat, IBM, Oracle, SAP and other vendors use e.g. the IDE foundations for their concrete products

[keilw]

Unless it would still follow the JCP, there will be no need for an Eclipse implementation or RI, so again, Eclipse is not the vendor but would rather define APIs which vendors use.

[manikmagar]

Looks like someone is going to have fun in consolidating the suggestions and summarize those. Is there a way to have a list of names?

[m-reza-rahman]

I am neither a lawyer, nor a branding expert. With regards to Eclipse JOE, I think the leading Eclipse part in the official name solves any branding objections Oracle might have. Informal use of simply JOE also solves the issue of the Eclipse part being in the name that many folks in the community do not appreciate while still falling within the realm of Eclipse Foundation guidelines.

[dheffelfinger]

Espresso

"Espresso" is strong coffee, a play on words for "Strong Java"

[kjjaeger]

From the perspective of certification Apache and Eclipse are just as much vendors as RedHat, IBM or Oracle. Just because you are not charging money for support doesn't mean you are not vending software. If the word vendor is somehow offensive, then perhaps I should use the word implementer. Every implementer, including Eclipse, should be put on equal footing. Eclipse provides stewardship. It does not mean they should have a branding advantage for certification.

[keilw]

@smillidge @dblevins Aside from an existing Eclipse project or architecture like "E4" the idea doesn't sound so bad. Could be along the lines of Amazon EC2

[keilw]

@kjjaeger What certification? Right now "Java Certified..." is provided by Oracle alone. Or offered via some training and education partners. It is not even decided what kind of standardization if any would govern this in the future. Eclipse advertises training: https://www.eclipse.org/community/training/classes.php but it is done by its member companies. Whether they pay a special member fee for that, I don't know, but there is no certification or training by Eclipse Foundation itself on that.

[dheffelfinger]

I agree that the name should not have the term "Eclipse" in it. For better or for worse, the term "Eclipse" is strongly associated with the IDE. Users of other IDEs may get the impression that this is not for them.

[kjjaeger]

When I refer to certification I mean certified implementations that pass the TCK tests, not training.

[ahmedc]

EJ for enterprise java