Technology news and Jobs 
Telecommunications Juniper revamps marketing to take on Cisco in the enterprise
Telecommunications Juniper revamps marketing to take on Cisco in the enterprise | Juniper revamps marketing to take on Cisco in the enterprise |
|
| by Stuart Corner | |
| Wednesday, 17 June 2009 | |
|
Page 3 of 4 Vitagliano acknowledged that building brand at this level "needs a ton of investment," and said it was not something the company could delegate to its channel partners. "The typical partner's business model is probably weakest in marketing. They are very good technically but 60-70 percent of their business is repeat business so they don't market very well."Featured Whitepaper
5 Best Practices for Smartphone Support
Flaherty admitted as has much on her appointment, when she said: "Those who know Juniper well are sold on the company's terrific engineering and the incredible talent supporting them, [but] Juniper is a bit of a well-kept secret. There's a great story here and we're going to unleash it." According to Page, locally, Juniper's new CXO targeted approach to marketing won't translate into high profile, and costly, brand building exercises. "Unless I get a significant pile of marketing dollars you are not going to see us with banners in the airports or television ads...We are not a Cisco and just in terms of the number of people we have on the ground here means we have to be very smart about where we invest our time and effort. "We have to cherry pick and we are going to focus on those organisations where we think our value proposition is solid and where we think they might be willing to break away from the status quo. Word of mouth is a great thing and word is getting out there that there is an alternative [to Cisco]." Page said the company's approach to carefully selected target market had paid off well in its early years when it focussed almost exclusively on the service provider market. "When we started this business in 2000 we put our heads down and worked with a very closely defined subset of the market and five years later we found that most of them were our customers. Now it is time to do the same thing in the enterprise."
This article first appeared in ExchangeDaily, iTWire's daily newsletter for telecommunications professionals. Register here for your free trial.
 CONTINUED |
| < Next story in category | Previous story in the category > |
|---|
