x
DWDM

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

<<   <   Page 7 / 9   >   >>
"Ill" Duce 12/5/2012 | 3:41:14 AM
re: White Rock Got Rocked I took no offense to your statement. In the Academy there is a bit of a cultural rift amongst the Social and Natural Sciences, although that rift is even greater between the arts and business, but that is for another discussion.

On conformity and dissonance. On the surface, they seem to be at odds, but if you will indulge me, I will explain. The job of advertising is not creating awareness, or associating the brand with good feelings or the rest of the crap you hear from marketers. It's about creating a undefinable sense of dissonance within a person that drives them to a certain behavior./ In this case, buying the product. We are bombarded with messages telling us our teeth aren't white enough, or we should be driving a Lexus, or chicks will want to have sex with us if we wear a certain body spray. Advertising creates a whole that we believe can only be filled through consumption. Advertising is manipulation. That manipulation also seeks to provide some conformity.
The images we view on the television (our own digital opiate) show us the same types of people over and over. Our news broadcasts are themselves npthing more than advertising of a political nature. Some of it is blatant (NBC), but it is still a form of advertising created to mold and manipulate impressions and perceptions. In the early days of the post-911 era, few people recognized the blatant grab for power by many inthe government. Those that did were afraid to speak out, lest we have another quelling of dissent through violence and law as we did in with both World Wars. Conformity was enforced through advertising and propaganda. Clear Channel was sponsoring their pro-war rallies and moronic congressmen were renaming fried comestibles.
The societal norm in this country is dictated to us through advertsing and the media. Rebellion is always commodified and sold to the masses. Harley Davidsons are a great example. Once the symbol of rebellion and freedom, it is now the symbol of conformists and middle-aged right wingers. Housewives are as likley to be tatooed these days as bikers. When advertisers commodify rebellion, they make its safe for the bourgeoise. In the process, society loses an energy that drives it to evolve.

Which would I rather have?
There is always a level of conformity necessary to a society. In law, and basic rights of the individual. It is the same with dissonance. However, when dissonance is manipulated simply to sell more toothpaste, or mobile phones or chrome rims, rather than for the greter good; it becomes a waste of society's time and energy.
coolhand 12/5/2012 | 3:41:12 AM
re: White Rock Got Rocked Doug,

Given your success at Chromatis and Ocular - it is "easy" to be "content" - wealth to explore where your heart takes you is a great activity.

However, you wouldn't be in your situation if you hadn't been "Discontent" and done 2 startups in a row. So, the discontent - exercised smartly - brought you to contentment. I admire your volunteering to assist the poor, real fulfillment is found in "living beyond yourself"

Regarding WRN, they had several failings - wrong market target, too much focus on technology - versus customers. They were highly focused on cost down, before penetrating the Bells... They also made a classic mistake in going the ASIC route, versus FPGA's to get into the market.

They thought they could outlive the downturn, and hang on with the OEM agreement with TLAB, however - it didn't work.

Success in a startup can be measured in many ways, the net net is - Did you make any money off the effort.

Just my 0.02

Coolhand
douggreen 12/5/2012 | 3:41:12 AM
re: White Rock Got Rocked "Ill" Duce,

Thanks for the post (67). You have a command of language that I envy. What is your background?

On a lighter note regarding housewives and Harleys, I am currently in the market for a new motorcycle. The pressure to conform and by a Harley for a boomers like me is incredible. Harley is marketing more of a sense of belonging versus a product, with those who choose a "Japsickle" being considered outcasts by many.

As my 19 year old son Brad put it like this: "Dad, if you are going through a midlife crisis, buy the Harley. If you just want to ride a motorcycle again, go with the Honda." He recognizes that Harley is marketing the rebel immage to boomers in midlife crisis.

Sorry, Brad, but I'll probably rebell against all of you and go with the (Kawasaki) Mean Streak."

Doug

douggreen 12/5/2012 | 3:41:12 AM
re: White Rock Got Rocked Mark,

Regarding cultural forces vs advertising and which is stronger... consider the impacts fo the following (limited to the US):

Decrease in average time people spend interacting socially versus how much time watching TV, playing video, or participating in other forms of online entertainment.

Increasing blur in the line between between advertising and entertainment (product placement, advertisement within video games, etc.).

Does this result in a dramatic shift of power to advertising over other aspects of culture? Or perhaps is the effect indirect, with advertising becoming the dominant determination of culture itself.

No answers, just questions ;)

Doug





Doug



[email protected] 12/5/2012 | 3:41:11 AM
re: White Rock Got Rocked I have 2 VLX2020 ADM Sonet Nodes, fully loaded, that I am trying to sell. Ebay is my next destination.
shaggy 12/5/2012 | 3:41:11 AM
re: White Rock Got Rocked Ah,

Dinally something I can respond to with some knowledge- Motorcycles.

Doug,

first off, define the type of riding you wish to do- is it long-distance touring, or just plinking around town for an ice cream? Are you a first time rider?

Sort through in that order the type of bike you would be best-suited to ride.

If you just want to putt around, the cruiser would certainly be OK. I would agree with your 19 year-old's assessment of Hardley-Ableson, but from a different perspective, in that they have turned the Marque into a marketing machine whose best performing feature is to rid your wallet of cash.

If you're riding for fun, pick something you like that is reliable, easy and cheap to fix, and doesn't joining a special social caste in order to ride it.


Back on topic, I hope some of the WRN folks will take some time to themselves to decompress and regain a new outlook. Taking a good ride always helps in that area.



douggreen 12/5/2012 | 3:41:10 AM
re: White Rock Got Rocked Shaggy,

Looking both to commute (in town) and to take weekend rides, occasionaly two up. I road a bit on dirt bikes and small road bikes (borrowed) when I was younger. It stopped when I had kids. The wife said that since the kids were in the process of leaving, I could kill myself as long as I was well insured and took the MSF course first.

What is important to me is easy handling and enough power to ride 2 up, and of course I have to like the way it looks. I don't want either a crotch rocket or a two wheeled car. It came down to the Honda VTX 1300c or Kawasaki Mean Streak. The Mean Streak is considered to be the easiest to handle of any cruiser above 1000ccs, but its also considered to be a power cruiser.

http://www.motorcycle-usa.com/...

I only briefely considered a Harley. A full face helment and armored jacket would never fly with the Harley image, so what's the use in spending twice as much for the "lifestyle".
douggreen 12/5/2012 | 3:41:10 AM
re: White Rock Got Rocked Coolhand,

I understand your comments. If you look at my follow on posts, I admitted that my original arguements were not well communicated because we all have different interpretations of the word "content."

I don't discourage ambition or desire for change (what one might call encouraging apathy). What I discourage is the misplaced (IMO) belief that the achievement of some goal (money, power, etc.) will somehow "quench" the desire to achieve and put a person at some sort of inner peace.

IMO, it is the belief that one can QUENCH discontent (by one definition) that leads to frustraton in life. Put one way: to be contented one needs to learn to be be contented with ones discontent :) When one learns this, one can be ambitious and desire change, while at the same time not become frustrated by the belief that one is missing some future achievment that will bring equilibrium to ones life.

Your evaluation of my life needs a few details added. Prior to Chromatis and Ocular...

I spent the firt 13 years of my career frustrated at IBM, most of it discountented :) I left when it became apparent that IBM was getting out of the communications hardware business.

My first startup, NetEdge, ended with me making nothing from my options.. zero..after giving 4-1/2 years of my life. At the time, my net worth was probably less than most peoples monthly credit card balance.

I moved my family to MD and started with Ciena, post IPO. Tellabs announced that they would buy us, and my options were to 100% vest on the aquisition. My plan was to leave post aquisition with several hundred thousand, what was a fortune to me at the time. Within two weeks, AT&T announced they were going to buy non-existent Lucent equipment, and my options went underwater permanently.

Yes, I continued to pursue goals at Chromatis and Ocular, but I never held the illusion that that achievement of those goals would somehow bring a missing equilibrium to my life, and I do not believe that my life is "better" now than it was when I left NetEdge or Ciena. OK, so I admit it was all better than life at IBM :)

There are many who have been succesful who continue to pursue furthur economic and business success without frustration. They get fulfillment out of the process itself. They are not banking on some future day when they will achieve some magic number that will be "enough."

On the flip side, I know plenty of people with $5M, $10M, and even $50M in the bank who do not feel "free" to pursue their goals. They suffer from the illusion that there is some magic number that will take away their desire for more, but it is always the next number.

Doug

"Life is what happens to you while you're busy making other plans."
John Lennon


fiberous 12/5/2012 | 3:41:05 AM
re: White Rock Got Rocked WR shapped their initial startegy in 1999/2000
time frame and were based in Dallas. Two data
points that the new commers may appreciate
in knowing a bit of the past.

In 99/2000 The fever was CLECs. The RBOCs were a
PDH shop and general intellentia claimed SONET
was the bridge to the future. So, WR focused on
a box that had the highest DS3 ports on SONET mux
with the best power, form, and operational-cost
factor for that market. This was based on a
the idea that co-location was the biggest
challenge for CLECs and that they were SONET
and RBOCs where PDH in the so called un-bundled
hand-off concept.

Dallas was part of Bellsouth territory. BS was
the first RBOC to provide DS3 based peering for
CLECs. Some, like Amber Networks, saw the
mosquito in this and opted for the idea that
peering only deals with data - hence terminating
DS3 and carrying back as Optical-whatever was a
better option for most CLECs.

Crystal Palace on the Highway was a peering
point.

BTW, most interesting to me about Dallas
and Crystal Palace was the blend of devout
religious folks that kept liquor and
pleasure palaces as "men's clubs."

Most of these places would
find many WR execs and Crystal Palace CLECs
enjoying the evening together. The fiber optic
termination in Crystal Palace is really wild.
Do pay a visit!

WR thought south western attitude, glib talk,
smart Richardson folks make IPO.

Sorry to see another one that bites the dust

fiberous 12/5/2012 | 3:41:04 AM
re: White Rock Got Rocked Mr Jmunn1.

YOU saw a bumch of people leave? Tsk. Tsk.
Sitting in Atlanta where you counting the
Southern Baptiste C&*)))))Q - A.K.A SBC
compadres to be attracted to Alabama?
<<   <   Page 7 / 9   >   >>
HOME
Sign In
SEARCH
CLOSE
MORE
CLOSE