Jonathan Schwartz, President and COO of Sun Microsystems, is a leading voice among a rare breed of Chief Executive bloggers. In this freewheeling session at Syndicate 2005, Schwartz talks with Doc Searls, another well known blogger and Senior Editor of Linux Journal. The two take on a wide-range of topics revolving around openness, and how to make the most out of syndication.According to Schwartz, blogging has played an essential role in the recent revitalization of Sun's reputation. The company has turned its culture of transparency into an asset while reinventing itself to engage the "computer as network" paradigm. As the line between internal and external communication blurs, authentic dialog promotes a healthy social contract based on trust between employer and employee, as well as company and customer. Sun's embrace of open source licensing for Solaris and SPARC has been supported by a genuine connection with the free and open software community. Open source licensing creates opportunity, Schwartz argues, since it builds a common denominator of network components linked by standards. Schwartz points out that approximately three million people a week will soon be joining the internet, and are likely to do so through low powered handsets rather than traditional, power-hungry PCs. As a core provider of the network, Sun has the chance to align itself with next generation functions including VOIP, secure transactions, media streaming and web services on various devices. With input from the audience, Schwartz and Searls also consider the complex role of digital rights management in the age of participation. Ultimately, Schwartz argues, consumers will demand choice, including when and how DRM is an acceptable aspect of access management.