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Juniper Networks Consumer-Centric Model

New broadband service launches sometimes require equally new business models. That often means that when the incumbent service provider has chosen to zig, the contender must intentionally choose to zag. It's the essential basis for focusing on meaningful points of differentiation, in a highly competitive market.

Gary Southwell, General Manager IPTV Solutions, Juniper Networks says IPTV will require the invention of a totally different revenue model. I highly recommend viewing the streaming video of the recent TelecomTV interview with Mr. Southwell, because he has one of the most informed and insightful perspectives on IPTV.

Mr. Southwell starts by pointing out the most apparent trap that technology-centric broadband service providers fall into -- they design the solution first from a technical aspect, and then think about the marketing of the service much later. Granted, this basic observation may not seem profound, but coming from a networking equipment vendor it is remarkable.

Clearly, Juniper Networks is one of the few major telecom equipment vendors who has proven experience with successful IPTV deployments, working with leading service providers like PCCW (Hong Kong) and FASTWEB (Italy). Juniper understands the benefit of starting with 'a la carte' IPTV offerings, and then evolving the value proposition to incorporate package or bundle options.

Mr. Southwell articulates the value of personalization, from a consumer's perspective, thereby enabling the service subscriber to have total control over their own consumer experience. Frankly, it's so refreshing to hear this point of view, because it gives me renewed hope that telcos can find partners who will act like engineers when needed, but can also think like an informed and creative marketer.

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