In news circles you're hot when you're the subject of speculation, and clearly that was so in early May when editors everywhere were pushing their reporters to find the name of the new Sybase partner that the wire service Reuters tipped them off to before the official announcement planned for two days later.

One editor began his inquiry with an email and subject line, "What's cooking?"

The Reuters report headed, "UPDATE 1-Sybase Partners on Software for Mobile Devices", reported only that the unidentified partner was "a large technology company to help sell its (Sybase's) software that companies use to deliver computer programs to mobile devices."

Coming on top of Sybase's March announcement that it is partnering with SAP to mobilize SAP's Business Suite 7, it is not surprising that media outlets were competing to be first with a name.

As it turned out, the announcement said that Sybase and Samsung SDS, part of the 27 company Samsung Group, are partnering to use the Sybase Unwired Platform (SUP) to deliver the new Samsung SDS Enterprise Mobile Service. Samsung's service provides all the expected enterprise apps such as ERP, CRM, and SCM and the partnership includes co-marketing, sales and joint service deployment.

It provides systems integrators, independent software vendors and enterprise organizations with the ability to easily develop, deploy and manage mobile applications.

Samsung is confident that Sybase is capable of handling the mobility challenge of having to deal with a plethora of devices.

"Sybase's comprehensive mobility platform and overall enterprise mobility expertise together with our extensive mobile infrastructure is a winning combination for customers," said Seung An Park, executive vice president, Research & Business Development, Samsung SDS. "Both companies understand the market need to move beyond tactical, siloed mobile applications toward more strategic applications that significantly increase productivity and lower total cost of ownership. Sybase Unwired Platform is the perfect fit for powering enterprise mobile service offerings."

Samsung SDS's Enterprise Mobile Service comprises a cloud computing technology-based mobile infrastructure and backend integration with numerous enterprise applications.

By partnering with Sybase, Samsung SDS will utilize Sybase's comprehensive mobile enterprise application platform within its enterprise mobile infrastructure, thus enabling fast and affordable service deployment for its customers.

"Building on our SAP partnership, this partnership with Samsung SDS demonstrates significant synergistic momentum in our enterprise mobility strategy," said Sybase CMO Dr. Raj Nathan. "There is a strong synergy between our companies, as we share a common goal of providing businesses easy access to valuable information contained within enterprise applications through tight integration with a wide range of mobile environments. Our leading mobile enterprise platform includes the robust functionality and extensive heterogeneous support required to unwire the enterprise."

"Samsung has traditionally been a large-scale integrator," said Terry Stepien, president of Sybase iAnywhere. "They're looking for a hosted service to reach small (and mid-sized) businesses."

Sybase Unwired Platform provides the ability to build, deploy and manage mobile applications in a way that is simple, fast, secure and open. The platform includes the following components:

• Data services – uniform access to heterogeneous data sources, ranging from structured and unstructured data to pre-packaged applications
• Mobile middleware services – to bridge enterprise data and mobile devices in development and deployment environments for diverse environments
• Messaging services – SMS/MMS services for alerting and messaging
• Device services – uniform interface to develop and deploy applications across a range of device platforms
• Unified development tool – a consistent, integrated environment for developing mobile applications that link to enterprise data sources and processes
• Administration console – a single view to manage, secure and deploy mobile data applications and devices.

"Sybase's platform-agnostic approach and wide spectrum of management capabilities is unique within the mobile middleware space," said Marit Ursin, CEO of SmartPhones Telecom as told to InternnetNews.com's Alex Goldman.

Sybase's open approach has been praised by research firms such as Forrester and IDC. A new Forrester report, "The Forrester Wave: Mobile Device Management Solutions, Q2 2009," named Sybase a co-leader (with RIM), in the mobile device management software space. Sybase was also awarded the 2009 North American Mobile Enterprise Platform of the Year by Frost and Sullivan.

John Chen, Sybase chairman, CEO and president, told CNBC that Sybase's recent partnerships with SAP and Samsung SDS give the company a greater reach and fit into its broader strategy to provide a mobile messaging platform that will bring next generation applications to the enterprise.

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