The Great Wall; the great ASE 15.0 launch
<H1><FONT size=3>By Chris Forsyth</FONT> </H1><P>Beijing , Sept. 12 - There’s a saying here, “Not been on the Great Wall, not a great person,” or words to that effect. So if you want to draw attention to something you’re really proud of, you leverage the Great Wall of China. </P>
<P>With this perspective, Marty Beard, Sybase senior vice president, Corporate Development and Marketing, will launch Sybase’s Adaptive Server Enterprise (ASE) 15.0 release at the Great Wall of China on Thursday (Wednesday in the U.S. and U.K). </P>
<P>Simultaneous launches of the new release of Sybase’s enterprise database by senior Sybase executives are also planned for New York and London on Thursday. But while these cities boast of world-recognized triumphs of engineering, the very ancient history of the Great Wall of China gives it a special significance. </P>
<P>“The ASE 15.0 launch is really very important for us,” Beard will tell Sybase customers and partners from China, overseas and local press, and other invited guests who will have driven 31 miles northwest of Beijing to the scenic Ju Yong Guam Pass on the Great Wall for the occasion. </P>
<P>The Great Wall is a metaphor for ASE 15.0 since each was built with security in mind. The message Sybase hopes people will take from the launch at the Great Wall—said to be more than 2,000 years old—is that its Unwired Enterprise vision is founded on its database technology trusted by customers at the other “great Wall”—Wall Street—and across the world ever since the first one rolled out 20 years ago. And to carry the metaphor further, Sybase is intent on making the point that, like the Great Wall, its databases—ASE 15.0 for data management, IQ for analytical processes, and ASA for mobility—are here to stay. </P>
<P>In his prepared launch remarks titled “Creating an Information Edge,” Beard will make it clear that Sybase will continue to invest in its databases to create even better data management systems in the future and to tie them and almost everyone else’s systems as required into the data mobility solutions it’s also providing. </P>
<P>ASE 15.0’s new features make it faster, smarter and easier to manage and configure for security purposes than its predecessors and competitors, says Haridas Nair, Sybase director of </P>
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<TD vAlign=top bgColor=#eff1f7><B><FONT face="verdana, arial, tahoma" size=-2><IMG src="http://www.sybase.com/content/1037394/spacer.gif"> <BR ="0"></FONT>“ASE 15.0 arrives with internal enhancements to keep data moving at the highest possible velocity while minimizing the server’s need for performance tweaks, thus lowering the total cost of ownership.”</B>
<P><I>In the Trenches with Adaptive Server Enterprise 15.0 – the DBA’s Look at the New Features </I></P></TD></TR></TABLE></TD></TR></TABLE></TD></TR>
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<P>Emerging Technologies. Nair will introduce specific ASE 15.0 features at the Great Wall release launch. His presentation will describe how ASE 15.0 raises data services to a new, higher level of performance to manage the data explosion and provide business solutions for revenue, risk and regulations managers. </P>
<P>Customers who want to better utilize their information technology (IT) resources while lowering costs will want to look closely at ASE 15.0, say Nielsen Media Research IT professionals who beta tested the database. These professionals are authors of <I>In</I><I>the Trenches with Adaptive Server Enterprise 15.0 – the DBA’s Look at the New Features.</I></P>
<P>“ASE 15.0 arrives with internal enhancements to keep data moving at the highest possible velocity while minimizing the server’s need for performance tweaks, thus lowering the total cost of ownership,” is the authors’ characterization of the new release in their just-published book.</P>
<P>ASE is also designed to provide more flexibility in managing systems and accessing data to enhance risk management and disaster recovery and to deliver the right information at the right time to customers needing to make faster, more accurate business decisions. </P>
<P>“We’re not only focused on performance improvement, we’ve reduced the operational risk and operational complexities,” says Dr. Raj Nathan, Sybase senior vice president, Information Technology Solutions Group. Reducing risk and complexity are Sybase’s answer to the more stringent security requirements of new government mandates to have IT systems guarantee the privacy of sensitive, personal data such as health information, and industry requirements to protect credit card numbers in transmission.</P>
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<TD vAlign=top bgColor=#eff1f7><FONT face="verdana, arial, tahoma" size=-2><IMG src="http://www.sybase.com/content/1037394/spacer.gif"> <BR ="0"></FONT><B>“Sybase was ranked the number one RDBMS vendor for data encryption solutions . Oracle was number two, and Microsoft and IBM were not even evaluated.” </B>
<P>Irfan Khan, Sybase director of evangelism</P></TD></TR></TABLE></TD></TR></TABLE></TD>
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<P>Data privacy is of paramount concern following recent well publicized security breaches. Most notable was the accidental loss of personal data of 3.9 million people in the U.S. when computer tapes were lost in transit to a credit reporting agency. Headlines also told of the academic institution that lost information on 98,000 graduate school students and applicants. Then there was the medical group whose computers containing personal data of 185,000 patients were stolen. And so on. </P>
<P>To ensure that unauthorized users can’t compromise sensitive user data, ASE 15.0 provides several distinct advantages for protecting data. First, it requires no application or modification of the database system, which means that data encryption can be implemented quickly without disturbing existing implementations. Second, it has intrinsic key management to easily manage and protect encryption keys. Lastly, encryption is easy to implement through a simple, direct and scriptable syntax. </P>
<P>ASE 15.0’s capacity to bridge the security gap is recognized by Forrester Research, an independent technology and market research company, in its report on the effectiveness of database encryption solutions in the third quarter of 2005, says Irfan Khan, Sybase director of evangelism. </P>
<P>“For the current feature offerings, Sybase was ranked the number one RDBMS vendor for data encryption solutions,” says Khan. “Oracle was number two, and Microsoft and IBM were not even evaluated,” he adds. </P>
<P>A more appropriate endorsement is hardly imaginable as ASE 15.0 launches at the Great Wall of China. Both are triumphs of engineering and both, in their own ways in and their own time, have been hailed as #1 in security. </P> <P align=center><B><FONT face="Verdana, Arial, Tahoma" size=+1>Sybase ASE 15 即将隆重发布 </FONT></B></P>
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<P>Sybase ASE 15 Launch <BR>全球首发* 中国北京<BR>时间：2005年9月15日<BR>地点：北京居庸关长城<BR></P>
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