Why Java/sup TM/ was-not-standardized twice

Proprietary de facto standards are seldom formalized. This paper examines a case, the Java/sup TM/ Technology of Sun Microsystems, where this was attempted. Sun approached the ISO/IEC JTC1 standards body and later the ECMA standards consortium to formalize Java. It withdrew both times. In this paper, I examine what motivated Sun's actions. A conceptual framework is applied that distinguishes two levels of coordination in standardization: 'technology-oriented compatibility control' and 'orchestration of marker orientation'. Sun's actions addressed both levels. It initially used standardization to focus attention on Java/sup TM/ and increase confidence in an open, stable Java specification process. But it turned to proprietary 'compatibility control' in reaction to standards politics and developments in the market.