Ciena Announces EMEA Sales Strategy

Ciena outlines its channel strategy for EMEA; appoints regional channels director and director of partnerships and alliances

April 18, 2005

3 Min Read

LONDON -- Ciena(r) Corporation (NASDAQ: CIEN), the network specialist, today announced the framework of its channel strategy across Europe, the Middle East and Africa (EMEA), including the recent appointments of Ilan Elad as the Company's director of partnerships and alliances, EMEA, and Norbert Pieper as regional channels director, Central and Eastern Europe. Traditionally, Ciena focused on direct sales across its target European markets. However, the Company recently revamped its 'go to market' plans, which include an evolution of its EMEA partnership programme to emphasize reseller agreements that help penetrate customers in areas where Ciena has limited local presence.

Through this programme, Ciena offers its partners increased value through the collaborative development of next-generation, application-focused network solutions for the benefit of mutual customers. Ciena hired Elad and Pieper to execute the Company's channel strategy for EMEA and acquire partners across the region, particularly in Central and Eastern Europe. Both directors are pivotal in growing Ciena's EMEA partnership programme.

As part of this drive, Elad will build Ciena's partner portfolio and develop new relationships with leading companies as well as strengthen the Company's existing partnerships. Elad will also implement a partnership certification scheme, sales alignment programmes, and joint marketing and business strategies for partnering companies.

"Joining the Ciena team provides me a great opportunity to build upon the Company's channel proposition across EMEA, and enhance Ciena's position in the European market as the network specialist," explained Elad. "We will be selective in qualifying companies to our programme, and will perform stringent screening processes of potential partners to ensure we establish productive relationships with companies that can accelerate sales of our applications-based networking solutions."

Prior to joining Ciena, Elad was executive vice president of sales and marketing at network access company Pandatel AG. In this role, he was responsible for channel sales and marketing for the company's access solutions in EMEA and North America. Elad moved to Pandatel AG from Native Networks, a vendor of high-speed connectivity and enhanced service solutions for Optical and Metro Ethernet access networks, where he held the position of director of business development and sales, and was accountable for sales of access optical units.

Elad commented, "My reasons for wanting to be a part of Ciena are because the company has an outstanding atmosphere and culture, is full of positive and energetic people, and is well-positioned in the marketplace to capitalize on channel opportunities."

Re-joining Ciena as regional channels director, Central and Eastern Europe, Pieper previously worked as Ciena's country manager, Germany, and acting regional director, Central Europe, from January 2000 to 2002. In July 2002, Pieper left Ciena to join Damovo (former Ericsson Business Networks), a global leader in integrated communication solutions, where he worked as director for the North Eastern region. With more than 15 years of sales experience in the IT and telecommunications sectors, and a specialism in working with network equipment manufacturers as well as business partners, Pieper is an ideal choice for Ciena's new channel programme. In his new position, Pieper will work closely with Elad to carefully select new partners in Central and Eastern Europe and drive business.

"This is an exciting and challenging role in a very competitive environment," added Pieper. "I am confident this EMEA channel strategy, led by Ilan and supported by Ciena's executive management, will be well executed across the region and prove to be a critical element to Ciena's continued success in the region."

William Koss, vice president of global business partners and alliances at Ciena, concluded, "Both Ilan and Norbert have proficient track records and will be vital in the evolution of our business, particularly as we continue our push into the European channel and build successful partnerships. I look forward to their contributions to Ciena."

Ciena Corp.

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