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NewsGlobe: Interviews
NXTcomm 2008: ADVA heralds the optical renaissance
New CMSO Ron Martin looks to conquer North American market
by Sean Buckley
Ron Martin’s role as Chief Marketing and Strategy Officer (CMSO) at ADVA Optical Networking may have only begun last November, but his industry experience in building successful telecom organizations reaches back over two decades. First on his list of tasks as ADVA’s new CMSO is to expand the company’s presence in the North American market. In the following Audiocast, Editor in Chief Sean Buckley and Ron Martin talk about his new role at ADVA Optical Networking and the overall state of the optical and Ethernet marketplace.
Click here to listen to the Audiocast
Martin addresses the following questions in this Audiocast:
You were recently just appointed as ADVA Optical’s new CMO in late
November. To start, what are your immediate and longer-term goals as
we move into the end of '08 and beyond?
During this year’s FTTH Europe Council Conference Bret Swanson, a
senior fellow at Seattle’s Discovery Institute, in an opening keynote
titled “Estimating the Exaflood: The Impact of Video and Rich Media on
the Internet" talked about how the Internet continues to climb up to new levels
of consumption such as user-generated content and overall video
services over the web. What’s your take on how bandwidth use is rising
from various applications and what are you doing to help service
providers keep up?
One area ADVA continues to advance is carrier Ethernet with what I
would call a somewhat agnostic approach that takes into account both
fiber and copper. Talk about how the market for carrier Ethernet is
changing and the innovations that ADVA Optical is developing to meet
those needs?
Staying on the topic of Ethernet, I was talking with an Asian wireless
operator the other day about using Ethernet-based elements for wireless
backhaul. Keeping in mind that IP/Ethernet base stations are still
relatively nascent, are you seeing interest for Ethernet products for
wireless backhaul?
Finally, the optical industry seems to be in sort of a renaissance, or
maybe many of the innovations developed during the crazy boom years
(1998-2001) are finding a place with carriers that have real versus
fictional needs. Are you seeing an uptick in the optical market and what
is driving it this time around?
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