Seaborn Networks says that its contractor
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Study describes Google Fiber marketing strategy success
A new study from media and technology marketing consultancy Ideas & Solutions! Inc. suggests that while Google’s brand recognition played a large role in the initial success of Google Fiber, the company’s marketing campaign also helped get its Kansas City fiber-to-the-home (FTTH) project off to a good start.The Ideas & Solutions! “Google Fiber Matters: Consumer Demand Study” is based on 1,303 interviews about the Google Fiber project. The company conducted 532 online interviews among Kansas City “fiberhoods” with adults 18-74 years of age from October 19 to November 4, 2012, a few weeks just prior to Google Fiber’s initial customer installations. The remaining interviews were conducted during roughly the same timeframe from among 18- to 74-year old adults nationwide for benchmarking purposes. The study measured respondents’ perceptions of Google, its competition, and the Google Fiber project itself.In addition to those Google successfully pre-registered for the Google Fiber – about 30% of the target market – another 30% of survey respondents expressed interest in the FTTH services.“Google Fiber has conducted a remarkable marketing campaign,” said Glen Friedman, president of Ideas & Solutions! “Historically, pay-TV ‘overbuilders’ penetrate about one-third of their marketplace over time. This level of interest in the beginning is unprecedented. For Google Fiber, the challenge moving forward is to do an equally good job on the fulfillment.”Google’s marketing campaign took advantage not only of the abundant news coverage Google was able to inspire as well as its own considerable online advertising resources, but of elements other FTTH providers might emulate. The company successfully leveraged social media and hosted local promotional events planned by neighborhood organizers. The opening of a Google Fiber store, use of a Google ice cream truck, and yard signs also spread the word.The marketing efforts proved extremely successful – helped, perhaps, by dissatisfaction with the existing providers. Of the 11 measures the study used to compare the perception of Google versus incumbent pay-TV providers, the search engine giant swept the board. For example, the survey indicates that 88% of respondents selected Google as the preferred supplier for support of IP-based TV applications on devices. And 90% named Google best for cloud-based applications. Even in areas where Google has stubbed its toes – such as privacy protection – it still outscored its competition.The news wasn’t entirely bad for the incumbents. One area where Google was perceived to be weak in some minds was in programming. Concern that they wouldn’t receive all their favorite channels was one key reason some respondents chose not to take Google’s services, the study revealed. In fact, of the respondent who paid the pre-registration fee, 40% percent intended to sign up only for Google Fiber broadband services.Of course, even positive perceptions can change in a hurry. “The downside to such high expectations is living up to them,” advised Friedman. “It’s not easy to deliver and maintain a high standard of customer service and customer experience. Although Google Fiber ranks higher than the incumbents in 11 areas of branding, the company is unproven in its ability to deliver and fulfill a complex Internet and video service offering.”
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DQE Communications choses Juniper Networks access routers for mobile backhaul
DQE Communications, a fiber-optic network services, collocation, Internet, and metro service provider, has chosen the Juniper Networks (NYSE: JNPR) ACX2000 Universal Access Routers for its next MPLS-based mobile backhaul infrastructure deployment, the systems provider says.DQE Communications, a subsidiary of Pittsburgh-based Duquesne Light Holdings, will deploy the ACX2000 across more than 300 sites to support carrier-grade connectivity, improved network use, and expanded revenue generating services. The systems will offer expanded service level agreement (SLA) support options, the ability to create new revenue generating services, and the flexibility to adapt network characteristics to unique customer requirements, Juniper asserts."The ability to immediately respond to network changes is paramount in our business” says Nathan Embery, director, IP Services at DQE Communications. “We selected the Juniper Networks ACX2000 because it expedites subscriber provisioning, simplifies traffic management and provides us with granular programmability needed to finely tune our network for evolving and immediate mobile subscriber needs.""The Juniper Networks ACX router exceeds our exponentially growing bandwidth requirements; the environmentally hardened device is engineered to easily handle the sub-zero weather in Western Pennsylvania without flaw,” adds James Scanlon, director, construction at DQE Communications. “The unique combination of rugged construction and high-performance service delivery in the ACX2000 essentially allows us to 'set it and forget it,' reducing installation cost, additional personnel, and time."
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Seabras-1 US-Brazil submarine fiber-optic cable route surveys begin
Seaborn Networks says that its contractor, Alcatel-Lucent Submarine Networks, has launched marine route survey activities in the United States and Brazil ahead of deployment of the Seabras-1 undersea cable project. The submarine fiber-optic network will link the two countries with a capacity of 32 Tbps.In addition to connecting Sao Paolo to New York, Seabras-1 also will have a branch that lands in Fortaleza, Brazil. Tata Communications has raised its hand to be the anchor customer (see “Tata Communications anchor tenant on Seabras-1 U.S.-Brazil cable system”). Alcatel-Lucent revealed last October that it had won the contract to build the network, including the provision of the company’s 1620 Light Manager (LM) submarine line terminal equipment (see “Alcatel-Lucent to build Seabras-1 US-Brazil 100-Gbps submarine cable network”)."We are pleased to announce this important milestone as part of the overall implementation of Seabras-1,” said Larry Schwartz, CEO of Seaborn Networks. “Together with the permit acquisition work currently underway and the completion of the cable route study, the marine surveys represent excellent progress as we maintain the schedule for Seabras-1 to enter service in the first quarter of 2015."
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