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optblues 12/4/2012 | 11:07:20 PM
re: White Rock Expands I'd like to have their problems. Considering that the RBOCs are the only people spending money next year, they are in a good position to pitch their product to them. If they push really hard and stay really focused on the RBOC(singular) they can probably get a contract. However, in typical RBOC fashion it will never be announced, and we will never know.

=================================
WR has only two problems. They designed a thin ADM or next-generation SONET product for a market that is disappearing. The primary business plan of WR was to build a SONET platform that would be attractive to CLECs and new entrants because it was less expensive and occupied a small amount of COLO space. This was a good idea in 1999, but the target market has rapidly diminished over the past twelve months. WR now faces a problem of having a product not designed for ILECs and IXCs who will survive the market downturn, but for a customer that is rapidly diminishing. To compound the problem, there are already a number of well-established SONET vendors providing solutions to incumbent market. It would be a different scenario if the SONET market was immature and in its early growth cycle GĒō but it is a much harder problem to solve when market is mature, dominated by large suppliers and the overall market CAPEX budgets will continue to decline for the next 4-6 quarters.

- C
lightmaster 12/4/2012 | 11:07:15 PM
re: White Rock Expands
A "stackable" solution would seem to me to be an operations nightmare. Every time you want to add more tributaries, you have to plug in a new box and re-cable instead of a just a new card. And what about protection schemes? Equipment costs savings could be far exceeded by increased operations costs.

Perhaps they have come up with ways to defeat these problems, but if so they haven't said how. If not, I can see this thing getting into lots of trials (because it looks pretty cool), but being blocked by the the operations issues.

Any answers to these questions by the vendor or by Light reading?
WhiteRock 12/4/2012 | 11:07:08 PM
re: White Rock Expands Although this is not the forum to advertise White Rock Networks' products, I felt it only fair to answer your questions. You make an excellent point regarding operations issues and costs.

White Rock's lego-block products have been designed to be deployed as easily--and we believe cost-effectively--as plugging in a new card into a conventional system and this represents a significant portion what makes our product family truely new in this market.

We believe the lego block architecture will allow customers to have the best of both worlds, easy access to additional capabilities (even ones we did not think of when we designed the first lego blocks) while maintaining the lowest possible initial first cost for the applications they have today.

If you would like further information, please feel free to contact me:

Andrew Knott
VP of Marketing
White Rock Networks
972 543 6911
[email protected]

PS Thanks for the positive comment though, we think what we are doing is pretty "cool" also!
knave 12/4/2012 | 11:06:55 PM
re: White Rock Expands
Dear Mr. Knott,

keep up the good work !

Regards,

Captain Orderwire
MKTG_Hack 12/4/2012 | 7:22:40 PM
re: White Rock Expands Looks like you passed THAT one. Happy New Year
techtalk 12/4/2012 | 7:22:40 PM
re: White Rock Expands Test
flanker 12/4/2012 | 7:22:39 PM
re: White Rock Expands
Phil

Are you sure this is an MSPP? Looks like an ADM. I dont even think they've introduced the transport platform yet.


Cromwell 12/4/2012 | 7:22:38 PM
re: White Rock Expands WR has only two problems. They designed a thin ADM or next-generation SONET product for a market that is disappearing. The primary business plan of WR was to build a SONET platform that would be attractive to CLECs and new entrants because it was less expensive and occupied a small amount of COLO space. This was a good idea in 1999, but the target market has rapidly diminished over the past twelve months. WR now faces a problem of having a product not designed for ILECs and IXCs who will survive the market downturn, but for a customer that is rapidly diminishing. To compound the problem, there are already a number of well-established SONET vendors providing solutions to incumbent market. It would be a different scenario if the SONET market was immature and in its early growth cycle GĒō but it is a much harder problem to solve when market is mature, dominated by large suppliers and the overall market CAPEX budgets will continue to decline for the next 4-6 quarters.

- C
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