Working with five of the top seven Ethernet service providers, ADVA Optical Networking has a deep understanding of the telecom business, said Annette Geuther, Senior Vice President, Sales Emerging Markets, speaking to Telecom Review. Geuther opened up about the company's latest solutions, achievements and aspirations, and how the company is the industry's "leading trusted partner".
What makes ADVA Optical Networking an ideal partner for telecom companies?
ADVA is making great progress in the industry, with strong focus on R&D (research and development) driven by 900+ engineers driving innovation. We're a fast and responsive organization with an award winning supply chain. ADVA focuses on credibility and trust, selling to seven of the ten largest operators. Five of the top seven Ethernet service providers are using our technology, which goes to show our deep understanding of the telecom business.
What are the main ADVA offerings that make it the best industry choice?
We are the original DCI company with more than 20 years' experience leading with scalability, quality and cost-/ space-/ power-efficiency. ADVA is a trusted partner for optical infrastructure expansion, providing very high awareness of service/application requirements, such as sync and timing for 5G and high levels of automation supporting data center optimized operational models. We have the most mature NFVi solution with commercial traction in significant accounts. The company also provides open system design on hardware and software for avoiding future lock-in.
Can you highlight some of ADVA's greatest achievements so far this year?
ADVA has achieved great things this year, including several new customer gains, such as the win of the universal CPE application at Verizon with our Ensemble Connector. We have security certifications that qualify our technology to carry classified traffic. We have also seen rapid expansion of our customer base worldwide, specifically also across Middle East and Africa – a thriving region.
Why is the Middle East market important to ADVA?
An addition to some of the world's largest telecommunications operators, some of largest global enterprises are located in this territory. It has a rapidly expanding population including fast-growing youthful and urbanizing segments. The region has an already existing digital ecosystem propelling the growth in demand for data services as well as financial and commercial offers.
There combination of factors above makes MEA an ideal target market for our innovative technical solutions, knowing that the market honors German innovation, quality and reliability. Apart from addressable CAPEX, ADVA values the trust of our rapidly expanding MEA customer base and strives for excellent execution which is then honored by our current and future customers as a clear differentiator exceeding the scope of pure technology aspects.
What can attendees expect from ADVA at GITEX Technology Week this year?
Attendees at GITEX can expect to see exciting things at our stand. They will see a review on our latest innovations for connecting the cloud – open, fast, secure. They can also expect to have discussions with our experts from all of our technology areas.
- Show Case 1: Network Functions Virtualization - Embracing Unlimited Opportunities.
We will showcase our Ensemble Connector which won the Telecoms World Award for Vendor Innovation. We will showcase a live deployment of enterprise VNF services to our distributed X86 vCPE through our centralized orchestration platform.
- Show Case 2: FSP 3000 CloudConnect™ - Built for the Industry, by the Industry. Our FSP 3000 CloudConnect™ is an all-new solution built to transport up to 25.6Tbit/s duplex capacity per fiber pair from a single rack, delivering 51.2Tbit/s of total throughput at 1.4Tbit/s per rack unit. It is the industry's first true 400G single line card with no active backplane lock-in.
What does the future look like for ADVA?
We will continue to innovate and bring solutions to market that add value to our customers' networks and allow them to be differentiated and successful in a world of cloud and mobility. Network operator business models are changing and our open connectivity solutions are in the middle of it, facilitating this rapid change. We will continue to cooperate with our broad network of Value-Added Integrators and Resellers in bringing innovations to the market and to the benefit of our customers.