& cplSiteName &

Cisco Starts Totally Ragging on Juniper

Craig Matsumoto
News Analysis
Craig Matsumoto
9/12/2011
50%
50%

For years, Cisco Systems Inc. (Nasdaq: CSCO) generally avoided mentioning Juniper Networks Inc. (NYSE: JNPR) by name.

That changed Monday when Cisco unveiled a special Juniper-ragging website at www.overpromisesunderdelivers.net.

Cisco's claim is that Juniper has yet to deliver on some of its most highly anticipated products, such as QFabric, and hasn't technically come through on certain promises, such as the claim of a single operating system for all products.

This being Cisco, they make their point using video.



Put another way: Are you ready for some football?!

This is new. For years, Cisco avoided discussing its competitors directly, at least in keynotes and media briefings, and in many cases wouldn't even mention Juniper by name.

Cisco executives haven't precisely spelled out why they're changing tactics, but it sounds like the company has been frustrated with -- even jealous of -- the market's love affair with Juniper during the past year or so.

"Some vendors have repeatedly over-promised and under delivered, and still somehow receive credit for their vision!" writes Rob Lloyd, Cisco's executive vice president of worldwide operations, in a blog entry published Monday.

Cisco's stagnant stock price has made it a Wall Street punching bag lately, forcing moves such as the closure of Flip camera unit. Some are questioning the company's entire future and wondering why CEO John Chambers hasn't been ousted.

Juniper, by contrast, went back to being a bright up-and-comer, thanks to products such as QFabric and MobileNext (Juniper's mobile packet core, previously named Falcon). Its stock price had been climbing, although the economy put a stop to that. (See Juniper Darkens 2011 Outlook.)

A major part of Cisco's needling centers on the amount of time it's taken to bring these products to market, but Juniper is refuting those points, according to a Monday Wall Street Journal story (registration required). Falcon, for instance, has been shipping for a while, Executive Vice President Stefan Dyckerhoff is quoted as saying.

Might Juniper retaliate? Actually, considering that Cisco competitors rarely have a problem calling out Cisco by name, that question feels a little obvious.

The more serious question might be whether the campaign could backfire. Cisco had some sound PR reasons for not acknowledging Juniper by name. Juniper executives could pretty easily claim that Cisco's new tactics are a reaction to Juniper's power in the market.

UPDATE: Juniper has issued this statement from David Shane, vice president of global corporate communications: "We're not going to comment on a competitor's publicity stunt. Customers tell us they want an alternative to the legacy approach, and we're focused on delivering innovation for them. It appears as if Cisco has once again lost focus."

— Craig Matsumoto, West Coast Editor, Light Reading

(37)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Page 1 / 4   >   >>
Michelle Donegan
50%
50%
Michelle Donegan,
User Rank: Light Beer
12/5/2012 | 4:54:15 PM
re: Cisco Starts Totally Ragging on Juniper


Watching Cisco's video is an entertaining way to start my week, and I have the same question Craig raised -- I wonder how/if this could backfire.

digits
50%
50%
digits,
User Rank: Light Beer
12/5/2012 | 4:54:14 PM
re: Cisco Starts Totally Ragging on Juniper


My initial reaction is -- why is Cisco suddenly kicking off? Is it seeing worried that Juniper is streets ahead in term of product capabilities? 


This looks at first glance like the action of a company worried about a rival and not so confident in its own abilities.

DCITDave
50%
50%
DCITDave,
User Rank: Light Beer
12/5/2012 | 4:54:13 PM
re: Cisco Starts Totally Ragging on Juniper


Is anything the ad alleges true?


Does Juniper announce products and hype them for an entire year before they show up in the market? Is using Juniper a perceived risk because they don't have products out on time?


It'd be interesting to hear from a Juniper customer on these issues.


 

photon2
50%
50%
photon2,
User Rank: Light Beer
12/5/2012 | 4:54:13 PM
re: Cisco Starts Totally Ragging on Juniper


Video is funny.  Analogy is not.  It's easy to get this reversed on Cisco, and ALU must just be laughing it's way to the next outstanding quarter.

Carol Wilson
50%
50%
Carol Wilson,
User Rank: Blogger
12/5/2012 | 4:54:13 PM
re: Cisco Starts Totally Ragging on Juniper


This seems kinda bush league to me. How much time/effort is going into writing and producing a web site to trash a competitor? The video is funny for the first 15-20 seconds, but like a lot of SNL sketches, gets a bit tedious.

^Eagle^
50%
50%
^Eagle^,
User Rank: Light Beer
12/5/2012 | 4:54:12 PM
re: Cisco Starts Totally Ragging on Juniper


Note: Years ago, I went to several Cisco sales training seminars.  One of them led by Chambers himself.  (I worked for a major Cisco rep at one time).  


In those trainings, Cisco consistently stated that the way to sell against competition was to NOT bash the competition but to win based on selling the strong features of the Cisco platforms and show that there was better value and better performance.  We were told to never attack the competition and never bash them in any way.


Given this, these moves by Cisco makes me wonder if things are more "rotten in Denmark" than we outsiders believe.


seems pretty desperate in many levels.


I wonder is Cisco now training the sales teams to take this "new" approach?  if so, it would be interesting to measure the results.


sailboat

^Eagle^
50%
50%
^Eagle^,
User Rank: Light Beer
12/5/2012 | 4:54:12 PM
re: Cisco Starts Totally Ragging on Juniper


I am sure that this approach by Cisco is working to inspire confidence in it's customers.  we all know how much we enjoy FUD.  Especially FUD warmed by scorched earth.


hmmm, let me see:


1) FUD and scorched earth advertising and blogs.... shows fear not confidence


2) insiders selling like crazy at Cisco..... hmmmmmm.


3) Cisco throwing obscene amounts of money to pirate sales staff from Juniper... to attempt to slow down Juniper's sales by taking talent via showering them with $$...   This sure shows confidence doesn't it? This strategy both causes Cisco to SPEND more money on sales and also at the same time insults customers.  Does Cisco really think that customers make the buying decisions for large network applications based on the personality and skill of executive level sales teams?  (I think for these kind of purchases, the decisions are mostly based on technology, performance of the platforms, support, and price... the sales teams are only facilitators).  I think customers are a bit more intelligent that that.


Really, absolutely, I am sure that these moves are helping Cisco.....  yes sirree!  more FUD please!


sailboat

scottdTBR
50%
50%
scottdTBR,
User Rank: Light Beer
12/5/2012 | 4:54:11 PM
re: Cisco Starts Totally Ragging on Juniper


I don't like this move - there is way too much downside and not enough upside for Cisco. It also reminds me of the ill-fated "Cisco Sucks" marketing campaign that switching vendor Cabletron executed back in the mid-90's. Customers thought it was petty and all it did was make Cabletron look like a bunch of immature schmucks (not that they were perceived as incredibly mature to begin with).

yarn
50%
50%
yarn,
User Rank: Light Sabre
12/5/2012 | 4:54:10 PM
re: Cisco Starts Totally Ragging on Juniper


Wow, this is really a great example of gorilla marketing!


The video is a bit cheesy but that's how I like my pizza:-)

maxwell.smart
50%
50%
maxwell.smart,
User Rank: Light Beer
12/5/2012 | 4:54:10 PM
re: Cisco Starts Totally Ragging on Juniper


People love to bash Cisco, specially on anonymous message boards :). Reality is quite another thing. Take a look at some recent actual facts and numbers from the carrier core and edge router spaces (supposedly these are Juniper's strongest areas).


http://www.marketwire.com/pres...


http://www.bloomberg.com/news/...


 

Page 1 / 4   >   >>
Light Reading’s Upskill U is a FREE, interactive, online educational resource that delivers must-have education on themes that relate to the overall business transformation taking place in the communications industry.
NEXT COURSE
Friday, September 30, 1:00PM EDT
Gigabit & the Great Migration
Robert Howald, Vice President, Network Architecture, Comcast
UPCOMING COURSE SCHEDULE
Wednesday, October 5, 1:00PM EDT
Gigabit & Smart Cities
Joe Kochan, COO & Co-Founder, US Ignite
Friday, October 7, 1:00PM EDT
Gigabit & DOCSIS 3.1
Ty Pearman, Director, Access Architecture, Comcast
Wednesday, October 19, 1:00PM EDT
Securing a Virtual World
Rita Marty, Executive Director, Mobility and Cloud Security, Chief Security Office, AT&T
in association with:
From The Founder
Light Reading today starts a new voyage as part of a larger Enterprise.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Custom TV
Flexible Deployment Approaches for the Gigabit Services Evolution

9|29|16   |     |   (0) comments


For many operators, the gigabit evolution begins with the shift from DOCSIS 3.0 to DOCSIS 3.1. But that move represents a change not only in the protocol itself, but in the approach to architecting their entire DOCSIS delivery chain -- from the headend to the outside plant and home gateway components.

Jonathan Ruff, senior director of global technical ...

LRTV Interviews
Level 3 VP: Enterprises Need More for Less

9|29|16   |   05:27   |   (0) comments


Andrew Dugan, Level 3 group vice president of global technology and IT, says enterprises need more bandwidth and they need it faster and with greater security, but they want to spend less, if possible. They are looking to carriers to reduce their network complexity and help protect them from cyberattacks as well.
LRTV Interviews
CenturyLink: SDN/NFV Pose New Interconnection Possibilities

9|28|16   |   04:37   |   (0) comments


Network operators should develop new APIs and business processes for reselling virtual assets to each other, says CenturyLink's Bill Walker. That will enable them to build digital business portfolios that help them avoid becoming commodity transport providers.
LRTV Interviews
Level 3: Overcoming Terror of Being Supplier, Integrator & Developer

9|28|16   |     |   (0) comments


At Light Reading's NFV & Carrier SDN event in Denver, Travis Ewert of Level 3 Communications said there is terror in becoming supplier, integrator and developer, but it can be overcome and be cost effective.
LRTV Custom TV
Introducing IoT World News

9|27|16   |   01:43   |   (0) comments


Self-driving cars, medical sensors, smart cities... and refrigerators. In order to address the huge scope of IoT, KNect365 has created a unique online community that will help businesses to understand and monetize the opportunities that live within the IoT market. We look forward to welcoming you to IoT World News -- your gateway to a better connected future.
LRTV Interviews
AT&T: Reusable Functions Next NFV Key

9|27|16   |   06:03   |   (0) comments


The next generation of NFV has to break functions down into reusable software chunks, making everything much more cloud-like.
LRTV Interviews
Masergy on Security: Attackers Gaining Upper Hand

9|27|16   |   5:10   |   (2) comments


At Light Reading's NFV & Carrier SDN event in Denver, Ray Watson, vice president of Global Technology at Masergy, says that because of the growth in virtualization, the threat landscape is shifting in favor of the attackers. As a result, service providers need to think beyond just defending the perimeter and take a more holistic approach to security.
LRTV Interviews
Verizon Takes Next Step on Biz Virtualization Journey

9|26|16   |   4:38   |   (2) comments


At September's NFV & Carrier SDN event in Denver, Light Reading sat down with Victoria Lonker, director of Product and New Business Innovation at Verizon, to chat about where the carrier is with delivering virtualized services to business customers.
LRTV Interviews
Global Services: The $40B Face-Off

9|26|16   |   05:53   |   (1) comment


More service providers than ever before are battling it out to win a slice of what is now a $40 billion global communications services pie, explains Ovum Principal Analyst David Molony.
LRTV Documentaries
MEC Congress: The Key Takeaways

9|22|16   |   03:25   |   (3) comments


Three key takeaways from the Mobile Edge Computing (MEC) Congress in Munich, Germany.
Wagner’s Ring
Time to Shut Up About 'Dumb Pipes'

9|22|16   |     |   (19) comments


Service providers can't compete with OTT players. It just isn't in their DNA. Instead, service providers need to embrace what they're good at -- providing reliable, secure connectivity.
Wagner’s Ring
Keeping Your Tech Career Going After 50

9|21|16   |     |   (13) comments


How do you keep your career moving forward when you're past the half-century mark?
Upcoming Live Events
November 3, 2016, The Montcalm Marble Arch, London
November 30, 2016, The Westin Times Square, New York City
December 1, 2016, The Westin Times Square, New York, NY
December 6-8, 2016, The Westin Excelsior, Rome
May 16-17, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
Hot Topics
WiCipedia: The Women Helping Women Edition
Eryn Leavens, Special Features & Copy Editor, 9/23/2016
Eurobites: Telefónica Taps Juniper for Network Security
Paul Rainford, Assistant Editor, Europe, 9/26/2016
Open Source Getting on My Nerves
Carol Wilson, Editor-at-large, 9/26/2016
Powell Kills the Cable Show
Mari Silbey, Senior Editor, Cable/Video, 9/29/2016
Telstra Sees Quadrupled Data Capacity by 2020
Carol Wilson, Editor-at-large, 9/28/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Light Reading CEO Steve Saunders and UXP Systems CEO Gemini Waghmare discuss the strategic importance of digital identity for operators in the midst of transformation.
Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
Animals with Phones
There's Nothing Like Missing a Full Minute of Pokémon Go Click Here
Live Digital Audio

A vital part of increasing the number of women in comms is transforming the ways companies can support and empower women. While progressive company policies that support both men and women in achieving work-life balance are a step in the right direction, creating a company culture that supports those policies can at times be more challenging.

During this show, we'll talk to Lynn Comp, Senior Director of Industry and Sales Enabling (ISE) in the Network Platforms Group at Intel, about why those challenges exist and how companies can overcome them. She'll provide insight into how Intel has worked to create a culture that supports work-life balance, and provide steps and guidance for other companies wishing to do the same. We will also leave plenty of time to get your questions answered live on the air.