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White Rock Got Rocked

2:10 PM –- From The Philter's Fat Lady file, Allen, Texas-based White Rock Networks Inc. is about to shut its doors as the company searches for a buyer. Here's an email sent around this morning by WRN management:
The Board of White Rock Networks decided today to furlough all but a skeleton staff of its U.S. employee team and suspend virtually all operations while it waits to see if its search for an acquirer can be quickly concluded. If not, White Rock will proceed to sell its key assets and wind the company down permanently.

"It gives me and our team no pleasure whatsoever to reach this juncture after nearly seven years of working hard to establish White Rock as one of the long term successful participants in the Metro Optical systems market place," said Lonnie Martin, Founder and CEO of White Rock. "Fundamentally, the Telecom Depression, and all of its residue, took too big and too long a toll on younger entrants like us, and at the end of the day we could not look our investors in the eye a sixth time and convince them that millions more in equity would make our future dramatically better."

White Rock's still-unique architectural approach of a lego-block-like optical transport product family established new bars for price/performance, compactness, low power consumption, and ease of use. Its products are now deployed in the networks of more than 130 U.S.-based ILECs, CLECs, CATVs, wireless, and institutional customers.

Limited Tier 1 TAC support will be provided between the hours of 9A and 5P CDT Monday through Friday excluding holidays until further notice. Our TAC number is 866-WHT-ROCK (866-948-7625).

— Phil Harvey, News Editor, Light Reading

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Scott Raynovich 12/5/2012 | 3:42:25 AM
re: White Rock Got Rocked >Millions come easy compared to a rich life.

Yes, and we know that folks working at telecom startups are really just in search of quality of life -- and thankful when they get thrown under a truck!
straight shooter 12/5/2012 | 3:42:26 AM
re: White Rock Got Rocked My previous post did not refer to success in business, it referred to success in life.

Red Panda when you are on your deathbed you will not say "I wish I made one more million", you will say "I wish I spent more time with my kids" or "I wish I enriched one more life".

Millions come easy compared to a rich life.
straight shooter 12/5/2012 | 3:42:30 AM
re: White Rock Got Rocked Optical said: "Good product concept, just miserable timing when their product finally came out. To their credit, they hung in there fighting for every revenue dollar that they could. My thoughts go out to all those who have lost their job through this shut down and hope new opportunities come soon for all."

I will second that. Great group of people that should hold their heads high. Remember, in the end life is measured by quality effort and trusting relationships, not revenue dollars and bank account balances.

-Straight Shooter
optical 12/5/2012 | 3:42:31 AM
re: White Rock Got Rocked Good product concept, just miserable timing when their product finally came out. To their credit, they hung in there fighting for every revenue dollar that they could. My thoughts go out to all those who have lost their job through this shut down and hope new opportunities come soon for all.
wild_thang 12/5/2012 | 3:42:32 AM
re: White Rock Got Rocked
Which is basically what I meant by good execution, I guess the other poster missed the point. They had several products (boxes) they built and produced in a timely fashion and they generally met their objectives in terms of features and product family and timely releases. But the market they intended mostly dried up and they tried in vain to adapt and survive. From an engineering point of view they were pretty succesful and innovative.

Anyway, Huawei should not be celebrated for stealing and reverse engineering. IMHO


-----------------------------------------------
White Rock was primarily a SONET company. Huawei is primarily an SDH company.

However, they spoke some truth. Lots of companies were created during the bubble to sell to the multiplying number of customers. Once those customers went away, the industry was back to the few customers that were already there. Products like White Rock's (Good, Bad or Indifferent) generally had minimal if any advantage in these old customers. Not enough to make any real traction. So, poof....lots and lots of companies disappeared.

seven
paolo.franzoi 12/5/2012 | 3:42:34 AM
re: White Rock Got Rocked
White Rock was primarily a SONET company. Huawei is primarily an SDH company.

However, they spoke some truth. Lots of companies were created during the bubble to sell to the multiplying number of customers. Once those customers went away, the industry was back to the few customers that were already there. Products like White Rock's (Good, Bad or Indifferent) generally had minimal if any advantage in these old customers. Not enough to make any real traction. So, poof....lots and lots of companies disappeared.

seven
wild_thang 12/5/2012 | 3:42:35 AM
re: White Rock Got Rocked Well sorry to hear the news for some of my longtime friends on The Rock. Good idea, good execution, bad timing. It was fun while it lasted.

A former WRN'er (#11)
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