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Over the past 13 years, Sun Microsystems' Java language has become one of the computer industry's best known brands—and underappreciated assets.

The tension wasn't lost on Sun's new owner, Oracle (ORCL), which on Apr. 20 said it will purchase Silicon Valley pioneer Sun (JAVA) for $7.4 billion in cash. If Oracle has its way, Java will emerge not only as a strong revenue source but also a key component of plans to keep customers loyal for years to come.

During a conference call with analysts on Apr. 20, Oracle CEO Larry Ellison called Java "the single most important software asset we have ever acquired." It's a bold statement from a chief executive who has spent in excess of $40 billion to buy more than 50 software companies since 2005.

Powering PCs and Cell Phones

Ellison is willing to make that call because the Java programming language, widely used to write much of the world's business software, is a key ingredient in Oracle's recipe for ensuring the many products it has already acquired work smoothly together. Java also runs on 800 million PCs and 2.1 billion mobile phones. PC makers and cell-phone vendors, including Nokia (NOK), pay royalties to license the software. "When you look at those numbers, they're enormous," Citigroup (C) analyst Brent Thill says of Java's potential. "Oracle looks at this and says, 'This could be a $1 billion business.'" Yet Java supplied just $220 million of Sun's $13.9 billion in 2008 revenue. "Java is the most valuable brand in software that has no value," says Joshua Greenbaum, principal of industry analysis firm Enterprise Applications Consulting.

Oracle hopes to wring value from the deal in part by cutting costs to make Sun's hardware and software businesses profitable. Oracle also wants to sell Sun's Solaris operating system and servers in tandem with its market-leading database software. Citigroup's Thill estimates Oracle could cut between 40% and 70% of Sun's roughly 33,000 employees. Excluding restructuring costs, Oracle expects Sun to add $1.5 billion in profit during the first year after the acquisition closes this summer, and another $2 billion the following year. Oracle executives declined to say how many jobs would be eliminated.

Buying Sun gives Oracle access to popular software it can wield against its competitors. In addition to Java, Oracle gains Solaris, widely used in industries including telecom and finance. Oracle also picks up the MySQL database, which is available free under an open-source licensing arrangement, and could help Oracle check sales of Microsoft's SQL Server database to smaller companies. "Sun is not a well-managed company," says one industry executive familiar with its business. "But it does have assets that can become lethal weapons for the one owning them."

Little Hardware Experience

But to gain those assets, Oracle also has to take on a hardware business, something it has little experience running. Ellison will have to make a success of Sun's server business, which has been losing money. Oracle has made its own forays into the hardware business, striking a deal with Hewlett-Packard (HPQ) last year to produce servers designed to provide a performance boost to Oracle databases that run on them.

WASHINGTON (Reuters) - President Barack Obama vowed Saturday to stick to the big-ticket items in his budget proposal but acknowledged that dollar amounts would "undoubtedly change" as Congress prepared to take up his record spending plan.

Trying to refocus attention from the AIG (nyse: AIG - news - people ) bonus scandal that has drawn public outrage, Obama stepped up defense of his $3.55 trillion budget for fiscal 2010, a linchpin of his efforts to rescue the ailing economy from the worst crisis in decades.

"It's an economic blueprint for our future, a vision of America where growth is not based on real estate bubbles or over-leveraged banks, but on a firm foundation of investments in energy, education and health care that will lead to a real and lasting prosperity," Obama said in his weekly radio address.

The budget committees of the Senate and House were set to begin crafting their budget legislation next week.

Republicans and even some of Obama's fellow Democrats who control Congress have complained that his budget, the first of his presidency, is too costly. It projects deficits of $1.75 trillion this fiscal year and $1.17 trillion next fiscal year.

Congressional budget experts Friday offered a darker economic and budget outlook, projecting a $1.8 trillion deficit this year which could complicate Obama's efforts to win passage of his 2010 budget.

Taking on his critics, Obama said: "These investments are not a wish list of priorities that I picked out of thin air.

"They are a central part of a comprehensive strategy to grow this economy by attacking the very problems that have dragged it down for too long: the high cost of health care and our dependence on foreign oil, our education deficit and our fiscal deficit."

Reminding listeners that he had inherited a "fiscal mess" from his Republican predecessor, George W. Bush, Obama -- who took office on Jan. 20 -- reiterated his pledge to cut the federal deficit in half by the end of his term.

But he acknowledged room for compromise on a final budget deal. "As the House and the Senate take up this budget next week, the specific details and dollar amounts in this budget will undoubtedly change," Obama said. "That's a normal and healthy part of the process.

He urged lawmakers to act with a sense of urgency, saying "the challenges we face are too large to ignore." (Editing by Chris Wilson)