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BEA Names New AquaLogic Head

BEA Systems is throwing new muscle behind its AquaLogic service-oriented architecture software to wash out the competition.

The company, working to catch up to rival IBM in the middleware space, named Rob Levy executive vice president of new products strategy. Levy will oversee research and development, product management, quality assurance and support of the new AquaLogic product lines.

Levy's track record includes more than 25 years of experience leading all aspects of the computer software and services business at large organizations with more than 500 employees. The executive most recently worked for Computer Associates, where he guided CA's global technology strategy as senior vice president and chief technology strategist.

Levy will report to Wai Wong, BEA executive vice president of products.

The appointment comes a week after the company launched the AquaLogic product family of messaging, integration and security software in New York City. AquaLogic falls under the company's new Think Liquid brand for creating software that allows businesses to adapt to change on the fly.

IBM, HP , Microsoft and several other major software vendors are all promoting more flexible software options for customers who need infrastructure that switches gears at a moment's notice and in real time.

But BEA needs the SOA move to be a significant groundbreaker to compete with IBM and Microsoft, with whom it battles in the application server space. SOAs harness Web services to enable distributed computing across disparate components.

BEA CEO Alfred Chuang added to the executive shuffle by promoting Peter Stanley to senior vice president, EMEA sales and operations at BEA Systems. Stanley most recently served as vice president of sales, United Kingdom, Ireland and Africa.

Chuang also tabbed Alan Button senior vice president of the Worldwide Partner Program. Button was formerly senior vice president of sales and marketing for Pearson Education/Pearson Digital. Button will report to Tom Ashburn, president of the worldwide field organization at BEA.

Lastly, the company selected Kelly Collins as BEA vice president and general manager, federal sales. Collins was formerly the vice president of Government & Homeland Security for General Electric. Collins will report to Rich Geraffo, senior vice president of Americas Sales at BEA.