Java Cell phones to drive demand for Sun servers? Who can explain this to me?

Jonathan Schwartz says in SD-Asia: “…consumer cell phones on the Java software platform will drive demand for Sun servers…”. “The marketplace is going to be defined by the consuming public as much as by the traditional IT decision-maker”.

Can anybody explain to me how does Sun think this is happening? How end-consumers can drive the adoption of a transparent server-side technology? End-consumer sees server side services as a commodity, they don’t care about the technology running the service if the service is good, reliable and cheap.

How can give me a clue?

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