Sunday, October 24, 2004

Ciena Unveils New Marketing Identity

Ciena unveiled a new marketing identity and corporate logo positioning as the company as the "network specialist" and reflecting its significant organizational changes over the past two years.
Through a series of acquisitions and industry partnerships, Ciena has extended its focus beyond optical transport. The new go-to-market strategy has five areas of concentration, including :

  • Access infrastructure upgrades for service delivery;

  • Storage and Ethernet service value amplification;

  • Network scaling for high-bandwidth applications like video and multimedia on demand;

  • Core network convergence and automation; and,

  • Packet network integration and optimization for enhanced new services.

Ciena will continue to target four customer segments - service providers, cable operators, government agencies, and large enterprises. The company said it would not try to "be all things to all customers" but would concentrate on applications that deliver greater service and value in the network. Ciena also emphasized its strong net cash position ($769 million, as of Q1 2004) compared to other Tier One network equipment suppliers, as well as its established customer base of leading carriers globally.


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