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VP Jumps From Juniper

Light Reading
News Analysis
Light Reading
6/30/2005

Juniper Networks Inc.'s (Nasdaq: JNPR) VP of marketing, Christine Heckart, has taken a job as the general manager of marketing for Microsoft TV. Heckart was president of TeleChoice Inc., a telecom consultancy, before her three-year gig at Juniper. She will report to Moshe Lichtman, corporate vice president of the Microsoft TV division, say Microsoft officials. She'll be the boss of Microsoft TV director of marketing Ed Graczyk, replacing Lynne Elander, a former cable executive who was the first face of Microsoft TV, as the company was making a push with cable providers last year.

Her arrival at Microsoft comes at a critical time for the software giant, which has won huge IPTV deployment deals with huge carriers around the world (see Microsoft Wins at BT, SBC, Microsoft Defend Lightspeed, and Swisscom IPTV Stall Sends Shivers). Microsoft is under the gun to prove that it can lead the IPTV software industry, even though it doesn't have a track record in the TV middleware or carrier operations software space.

One might conclude that by hiring Heckart, the woman who co-wrote "ATM for Dummies," Microsoft has decided to get closer to the telecom mindset.

Of course, that's not all Christine Heckart has done. It was under Heckart's watch at Juniper that the company embraced an advertising program highlighted by campy -- and controversial -- cartoons that took shots at rival Cisco Systems Inc., a program equally loathed and loved.

Heckart didn't return Light Reading's calls seeking comment. Her former employer, Juniper, didn't call back, either.

— Phil Harvey, News Editor, Light Reading

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markjohn20
markjohn20
12/5/2012 | 3:08:52 AM
re: VP Jumps From Juniper
'One might conclude that by hiring Heckart, the woman who co-wrote "ATM for Dummies," Microsoft has decided to get closer to the telecom mindset.' ?? You've got to be kidding !


sgan201
sgan201
12/5/2012 | 3:08:51 AM
re: VP Jumps From Juniper
Hi,

Have you actually read the book, "ATM for Dummies"? It is one of the best book that explains ATM in a easy concise fashion. DO not critise a book until you have read it..

Dreamer
douggreen
douggreen
12/5/2012 | 3:08:50 AM
re: VP Jumps From Juniper
FYI, while at Telechoice Chris was one of the few consultants who actually came out of a carrier environment and had some real insight to offer. What's more, she actually (gasp) listened as much as she talked.
tmc1
tmc1
12/5/2012 | 3:08:50 AM
re: VP Jumps From Juniper
FYI, while at Telechoice Chris was one of the few consultants who actually came out of a carrier environment and had some real insight to offer. What's more, she actually (gasp) listened as much as she talked.
------------------------------------------

Doug,

Being from a carrier is not a ringing endorsement, there are many incompetent people hiding at carriers. I am not saying that Christine was one but Juniper's marketing deteriorated very noticeably during her tenure. Their message has become a very shrill, one-note performance with lots of FUD and competitor bashing. They do not communicate a cohesive vision and strategy and she must take some credit for that. I suspect that she left before she was asked to leave.
tmc1
tmc1
12/5/2012 | 3:08:50 AM
re: VP Jumps From Juniper
I have not read this book but how hard can it be? You put your card in, enter the pin and the money comes out... i would not think a whole book is needed for that.

;)
indianajones
indianajones
12/5/2012 | 3:08:48 AM
re: VP Jumps From Juniper
I have heard from several internal Juniper sources that Juniper's marketing had lost a lot of technical edge and Christine filled a lot of marketing positions with people from Telechoice who are not technically strong and could not position the products appropriately.

Juniper's strength is its technology and they failed to market it properly under Christine. It is probably a good thing for Juniper that she left. At least I know the SEs will be happy.
volkot
volkot
12/5/2012 | 3:08:47 AM
re: VP Jumps From Juniper

Before Christine, Juniper did not have marketing and the products were selling themselves.

After Christine, Juniper has a colorful collection of worms and weasels and a loose set of unfocused and disconnected ads.

And Juniper products still have to sell themselves

I wish good luck to Microsoft IPTV.
RTL Rules
RTL Rules
12/5/2012 | 3:08:47 AM
re: VP Jumps From Juniper
I don't know about anybody else, but I'm not looking forward to Microsoft products being part of an IPTV solution.

Perhaps, since Microsoft will be writing embedded applications their products will be better specified, designed and tested than those they wrote for PC applications.

RTL
materialgirl
materialgirl
12/5/2012 | 3:08:41 AM
re: VP Jumps From Juniper
"I don't know about anybody else, but I'm not looking forward to Microsoft products being part of an IPTV solution."

Dear RTL:
MSFT is good at marketing and making empty promises. However, as their entire engineering staff moves to CA and to GOOG, their ability to do much of anything technial is going down the tubes. They are years late with their critical Longhorn release, even though it has been lobotimized.

Without Longhorn, their cash cow is dead. Until that ships, they cannot afford to do much else. So you can calm down, they will never rule the roost in IPTV-land. They just cannot do it. The systems will fail and the providers will move on.
wwatts
wwatts
12/5/2012 | 3:08:39 AM
re: VP Jumps From Juniper
Materialgirl writes:
"Without Longhorn, their cash cow is dead. Until that ships, they cannot afford to do much else. So you can calm down, they will never rule the roost in IPTV-land. They just cannot do it. The systems will fail and the providers will move on."

Unfortunately, with all the major wins MS has had in IPTV recently, crashing and burning on that front would set IPTV deployment back a couple of years (or more). Without successful IPTV, FTTH technology deployment could also be set back a couple of years. Unless there is a competing working, scalable IPTV system with the backing of a big enough supplier to step into the breach and replace MS, their failure could be bad news for the industry in general.
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