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Winning Business With North American Carriers and Suppliers
Michael ZammitManaging [email protected]: 732.699.3460M: 267.784.1784
Prepared For:
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Agenda
Who is Telcordia? US Market Opportunities What does it take to WIN business in North America? Telcordia Solutions & Support
3
1984
Telcordia: Network & Product Integrity (NPI)NPI Has Been Core Competency For Decades
Break-up of Bell System
BELLCOREcreated to
providing R&D support for the
RBOCs
50+ year history of Leadership in Telecommunications 50+ year history of Leadership in Telecommunications
Acquired by SAIC
NPI enables use of optical fiber
to replace copper
in the local loop.
1994-1998
1999-2002
2003
-2004
Providing network product and integrity services for over 50 years
Providence Equity
and Warburg Pincus acquire
Telcordia 3/15/05
Renamed Telcordia
Technologies
Acquired Granite
Software Systems
2007 -2011
FormerlyBellcore
1960
s
Creating Telecom
OSS
Bu
sin
ess
Bu
sin
ess
Tech
nolo
gy
Tech
nolo
gy
Develops call waiting, call forwarding, and caller ID
Handles all 800-number
calls in the US
Enables DSL rollout
Delivers managed IP
solution
Risk Assessments
and NEBS Testing
We are part of Bell Labs within AT&T
Enable FTTP
rollouts
Network Transformation Solutions
2012
Tested Bell System
developed technologie
s
Safety testing a
high priority
NPI Expansion into Global
Markets
Risk Assessments:
Network Security &
Safety
Integration with Ericsson
NPI Supports Global Optical Deployments
New Optical GRs & Test Programs
10G/40G/WirelessBackhaul
Key Lab for Verizon GPON
Issue 1 of KeyOptical GR’sGR-20, GR-
326GR-1209/1221
Develop Carrier M&Ps
to support FTTx
Deployment
Certification of Passive
Optical Components
&Factory Audits
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Telcordia NPI Team Members
Staff Proficiency
Optical transmission & measurements Mechanical/Environmental/NEBS Testing Materials Science, Chemical/Electrical Protection Knowledge of Global Industry Standards
(TIA, ATIS, Verizon TPRs, IEC, ITU) US National Safety codes & Listing (NEC, NESC, NFPA, UL etc…)
Areas of Expertise:
Product design & manufacturing Testing methodology (Key Lab for Verizon, AT&T and other global carriers) Product Certification: Features, Functions, and Performance Qualification Failure analysis – product & field/deployment related failures
Expert Testimonial (Litigation Support) OSP network design & engineering Physical plant construction & maintenance (aerial, underground) Deployment methods & procedures – OSP/residential/MDU/Enterprise Worker and Product Safety
Gain a competitive advantage by leveraging Telcordia expertise to help design, certify, integrate and deploy
superior quality products and solutions.
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Telcordia’s Global Customer Base
TPSA
Embratel
Aircel
Reliance
Embarq FairPoint
OTE
TWC
GlobalManufacturers
Over 1,000 customers around the world
Telcordia’s diversified, global client base defines the future of the telecom industry
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A Few of Our Recent Customers
Domestic CarriersVerizon, AT&T, Centurylink, Comcast, Time Warner
Supplier Customers:North America Asia/Pacific3M, ADC, AFL Daewon SamsungBerkTek Go!Foton SterliteCommscope Huawei SUNSEACorning ILJIN YOFCCustom Cable LS Cable ZTEEmersonEXFOFEI EuropeGeneral Cable Corp. Alcatel-LucentJDSU DexgreenOFS/Fitel EricssonRCS Wire & Cable OscilliquartzSuperior Essex Prysmain/DrakaSymmetricom Royal DSM, N.V.TE Connectivity
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Agenda
Who is Telcordia? US Market Opportunities What does it take to WIN business in North America? Telcordia Solutions & Support
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Global Broadband Market
Total Broadband subscribers by RegionSource: © Point Topic Ltd, 2011
Subscribers by TechnologySource © Point Topic Ltd, 2011.
As of 2011:
• Over 540 million broadband subscribers (12% YoY Growth).
• US & China account for about 41% of global subscribers.
• FTTx is about 14% of all broadband subscribers, but growth of 54% YoY.
• 9.1% penetration
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US Broadband Market
Current US Statistics
Nearly 90 million broadband subscribers
30 million DSL subscribers
50 million DOCSIS Cable modems Aging Telco infrastructure is
stimulating investment in FTTH Advanced Services & LTE/4G rollout
require more fiber deployment According to the FTTH Council
823 US companies deploying FTTP
Broadband subscribers by CompanySource: GIGAOM
Percent Share of Annual Subscriber GrowthSource: GIGAOM
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Trends in U.S. Broadband Efforts
Top 10 service providers control 85% market share Less than 10% of US Broadband subscribers are FTTx Telco providers loosing market share to the cable TV providers
VZ/AT&T FY12 CAPEX outlook of US $45B 12% of Global CAPEX and 65% of total US CAPEX spending But, Wireline CAPEX down about 10% At peak GPON deployment, VZ CAPEX was over $10B alone. Shift in CAPEX to wireless backhaul, cloud/data center build-out,
targeted revenue generation (eg. MDU deployments)
US Government – US $7.2B in broadband stimulus funding Several hundred Tier 2 & 3 service providers, municipal systems,
and middle mile providers (focus on digital divide) Network construction is just starting for many of these companies Some restrictions on Buy-America for public systems
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Ford Motor Co. - “Quality is Job 1”• OSP network must last 25-30 years! • 99.999% reliability for landline voice services• Steep FCC penalties for network outages• Universal service requirements• Highly competitive market, high customer churn
Critical focus to reduce installation and maintenance costs• US Labor costs very high.• Reduce complexity of products & deployment
• Lower skilled, lower cost technicians• Improve accuracy of installation
• Reduce costly service calls – US $150/hr to roll a truck
Product price is NOT the only consideration
US Carriers Focus on Total Life Cycle Cost
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Agenda
Who is Telcordia? US Market Opportunities What does it take to WIN business in North
America? Telcordia Solutions & Support
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China also brings excellent optical products to the US!
Bringing Excellence to the US Market
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Trends in U.S. Purchasing Pattern
The high quality and low cost of products from non-U.S. manufacturers are very attractive to U.S. Carriers
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Does the Trend Represent OPPORTUNITIE$$?
The buying trend offers TREMENDOUS opportunity to international manufacturers BUT not all will be successful! Companies MUST understand
the U.S. market and position products properly to be successful and gain U.S. market share.
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Network and Product Integrity Market Forces That Must Be Met
Carriers need:
Innovative, cost effective solutions
to meet competitive market forces
and subscriber expectations
Manufacturers need:
Knowledge of Carrier Requirements
Product differentiator to gain a
competitive advantage in the market
Delivery Excellence
Enterprise customers need: High performance and efficient
networks
Support to implement new network
capabilities
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How do we know what the U.S. Requirements are for our products?
How do we determine in the pre-production phase of the development cycle if products will meet these requirements?
How do we demonstrate that our products meet U.S. performance & quality needs?
How do we get the attention of U.S. Carriers?
How do we respond effectively to U.S. Carrier RFPs?
Challenges for International Manufacturers in the U.S. Market
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Understanding Product Requirements
Don’t assume that a product made for other markets will meet U.S. Requirements.
Requirements for U.S. Carriers are well-defined and specific Largely based on Telcordia “Generic Requirements” but sometimes they may deviate in subtle ways.
There are HUNDREDS of “Generic Requirements” documents and it is challenging to find the specific requirements for a given product or application!
Correlation with a specific GR is not always so straight forward Product requirements may come from more than one GR Proper interpretation of GR criteria is critical
Both Suppliers & Carriers assist Telcordia in developing and have access to these “Generic Requirements”
Lower you risks significantly by gaining detailed knowledge on the “Generic Requirements” used by YOUR customers!
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Common GR Documents for Optical Fiber, Components & Products Cable & Connectors
GR-20, Optical Fiber & Outside Plant Cables (*Update coming in 2012!) GR-409, Indoor Optical Cables GR-1209, Passive Optical Components (* Updated in 2010) GR-1221, Component Reliability Assurance (* Updated in 2010) GR-326, Single Fiber Optical Connectors (* Updated in 2010) GR-1081, Field Mountable Optical Connectors GR-1435, Multifiber Optical Connectors GR-3120, Hardened Single Fiber Connectors GR-3152, Hardened Multi-Fiber Connectors GR-2866, Optical Fiber Fanouts GR-3172, Active Optical Cables (New in 2012!) GR-3173, Composite Optical Cables for Wireless tower applications (New in 2012!)
Splice Closures, Terminals, Fiber Distribution Hubs
Active Components GR-418, Generic Reliability Assurance Requirements for Fiber Optic Transport Systems GR-468-CORE, Generic Reliability Assurance Requirements for Optoelectronic Devices
Used in Telecommunications Equipment GR-1312, Optical Amplifiers and Proprietary DWDM Systems SR-332, Reliability Prediction Procedure for Electronic Equipment
• GR-771, Splice Closures • GR-3123, Indoor FDH• GR-3125, Outdoor FDH
• GR-3161, MDU Terminals• GR-950, FTTx ONU Closures• GR-487, Electronic Equipment Cabinets
• GR-449, Fiber Distribution Frames (*Updated in 2012!)
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There are MANY more GRs!
Coaxial Cable Wire & Cable Products Connectors & Splices Pedestals and Equipment Enclosures Building Entrance Terminals (BETs) Concrete Shelters, Vaults, Handholes Network Interface Devices (NIDs) Terminal Blocks CATV Broadband Distribution Components Network Protection and Grounding RFI Filters Field Test Sets
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Typical GR for a “Component”
Fundamental Requirements Documentation, Packaging & Shipping Basic design features, Intermateability Product labels, markings & packaging
Service Life Requirements Installation and handling stresses Normal Stresses during the operational life of the product Optical, Mechanical & Environmental Performance Criteria
Extended Reliability Requirements Evaluate performance of product design & materials over time Temperature/Humidity Aging – how to accelerate testing? Chemical, UV, Water Exposure, Dust & Other Contaminants
Reliability and Quality Assurance Program Reliability Assurance Requirements Philosophy Overview of Reliability Assurance Qualification Criteria Quality and Reliability Criteria
Unlike other Global Standards, each Telcordia GR contains very detailed functional requirements, test procedures, sample configuration,and performance criteria levels.
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Navigating through requirements
Telcordia Roadmap to Generic Requirements (GR)
Technologies: A Free Guide to the Collection of 150+ GR Technical Documents
ROADMAP-TO-AIN-1, Telcordia Roadmap to Advanced Intelligent Network (AIN)
Documents ROADMAP-TO-CLASS-1, Telcordia Roadmap to CLASS Feature Documents
ROADMAP-TO-CUSTOM-CALL-1, Telcordia Roadmap to Custom Calling Services
Documents
ROADMAP-TO-FIBER-1, Telcordia Roadmap to Fiber and Optical Technologies
Documents
ROADMAP-TO-LIDB-1, Telcordia Roadmap to Line Information Database (LIDB)
Documents
ROADMAP-TO-NEBS-1, Telcordia Roadmap to NEBS Documents
ROADMAP-TO-NGN-1, Telcordia Roadmap to Next Generation Network (NGN)
Documents
ROADMAP-TO-OP-SVCS-1, Telcordia Roadmap to Operator Services Documents
ROADMAP-TO-RELIABILITY-1, Telcordia Roadmap to Reliability Documents
https://telecom-info.telcordia.com
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North American Standards for Optical Fiber & Optical Fiber CableNorth American Customers may have additional requirements:
Additional Verizon TPRs (largely based on the Telcordia GRs):
TPR.9424, Optical MDU Drop Cables TPR.9441, Bend Optimized Performance Fiber TPR.9442, Optical Fiber Microducts TPR.9459, In-living unit Optical Cables TPR.9460, Multimode Fiber Requirements TPR.9462, Blown Optical Fiber Cables TPR.9445, Manufacturing Quality & Production Audit Requirements
Cable TV & Tier 2 Carriers sometimes use the following:
ANSI/ICEA S-87-640-2006, OSP Optical Fiber Communication Cables RUS BULLETIN 1753F-601a, Optical Cables (Backbone, Feeder, and Distribution Cables) RUS BULLETIN 1753F-601b, Optical Cables (Subscriber Drop Cables)
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How do we know what the U.S. Requirements are for our products?
How do we determine in the pre-production phase of the development cycle if products will meet these requirements?
How do we demonstrate that our products meet U.S. Requirements?
How do we get the attention of U.S. Carriers?
How do we respond effectively to U.S. Carrier RFPs?
Challenges for International Manufacturers in the U.S. Market
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Raise the Confidence of your Customer!
US Carriers expect products to last 20-30 years!
Traditional suppliers are the ‘trusted advisors’
Raise the confidence of your customers by demonstrating that you have the ability to compete
on price, performance, and quality.
Foreign supplier challenges:No brand recognitionNo track recordPerception may be low qualityKnowing the requirements is speaking the language
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Certifications
Quality Management System Testing Laboratory Pre-production or prototype testing Product Certification Manufacturing Facility Audit
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Key Offer: Laboratory Audit & Certification
Objective: Determine if the supplier lab has the capability and proficiency to perform the complex test programs required
to properly qualify passive optical components against Telcordia Generic Requirements and other product specifications
such as IEC, ICEA, and RUS standards.
Method: A Telcordia optical test expert will perform a detailed on-site review and assessment of your laboratory
infrastructure, your operating procedures, and evaluate staff qualifications. Telcordia has many years of expertise writing
GR specifications for optical components and we operate our own state of the art testing laboratory in the US. Telcordia will
leverage this deep knowledge and expertise in optical component testing to help you become more efficient and proficient
in performing these highly complex test programs.
Telcordia will review, analyze, and certify supplier
laboratory test capabilities.
Improve the EFFICIENCY and PERFORMANCE
of your Laboratory
• Improve the accuracy and reliability of your test results• Improve lab efficiency • Enhance R&D and product development capabilities• Reduce lab operating cost• Level the playing field with your competitors• Raise customer confidence• Telcordia certification of a supplier laboratory will allow you to demonstrate to your customers that you have the required
measurement equipment and capabilities, proper lab procedures, and a well trained staff.
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Key Offer: Prototype Design Verification
Telcordia has authored product specifications (Telcordia GRs) for over 30-years.
We understand carrier needs and expectations and can anticipate whether a product will be well received by your customer.
Do not loose site of the importance of proper packaging, labeling, and user instructions Craft interaction, ease of assembly, operation, maintenance is also quite important
Telcordia has tested numerous PFOC products from every leading global manufacturer.
Telcordia Red Flag Test Program Red Flag program includes abbreviated testing against critical GR performance criteria Accelerate your product development schedule Low cost, efficient, and effective way to assess pre-production conformance Identify any possible product design issues prior to the start of certification testing Resolve key design issues before presenting your product to your customers Approximately 30-45 day duration
We recognize likely failure modes resulting from material selection, poor design choices, assembly issues, and craft interaction – before you go to Production!
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Key Offer: Product Certification
US Carriers are very familiar with the lab testing capabilities of the major global
manufacturers. But they are skeptical with unknown, smaller new entrants
Telcordia can help level the playing field by providing a comprehensive set of testing
services that is highly respected by North American carriers
Telcordia provides not just “testing”, but industry expertise in a wide-range of
technologies to provide analysis of test strategies, test configurations, test criteria, test
scope, test failures, etc.
In some cases Telcordia is able to witness testing at the Supplier’s facility. This requires
Telcordia review and approval of supplier capabilities prior to the start of testing.
Suppliers can leverage this core competency of Telcordia and give their prospective
carrier customers “confidence” in their products/solutions
Telcordia branded test reports are a valuable marketing tool which can be used to show
the commitment you have to meeting your customers requirements
Telcordia is an accredited, Independent Test Laboratory (ITL)
Telcordia design review & certification will raise the confidence of your customer and give you a marketing advantage.
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QMS & Manufacturing Facility Audit
Key Areas of QMS Review: Procedures / Test Plans / Requalification Vendor Qualifications / Approval / Vendor-Supplied Data Records Results Internal Audits / Corrective Actions Training Customer Issues / Field ReturnsManufacturing Facility Audit
Design / initial qualification testing Receiving / receiving inspection Production process / process capability / process controls In-process inspection (visual/mechanical) In-process testing (electrical/functional) Storage and handling practices / environmental conditions Equipment maintenance / calibration Nonconforming material process / field issues Final testing Packaging and shipping practices
Raise the confidence of your customer by demonstrating the capacity to consistently provide high quality products.
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Tested By Telcordia
The Tested by Telcordia logo identifies products that have undergone a thorough testing and analysis program conducted by Telcordia.
Laboratory Accreditations:
ISO 9001:2008 TL 9000® standards ISO 17025 Verizon Certified Independent Test Lab
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How do we know what the U.S. Requirements are for our products?
How do we determine in the pre-production phase of the development cycle if products will meet these requirements?
How do we demonstrate that our products meet U.S. Requirements?
How do we get the attention of U.S. Carriers?
How do we respond effectively to U.S. Carrier RFPs?
Challenges for International Manufacturers in the U.S. Market
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Making First Contact
What is your US presence? Branch office Strategic Partner Distributor or Product Rep
Rarely is there a single decision maker Many carriers implement a cross-functional approach to product
selection.
Network Solutions/Technology Network Planning & Engineering Network Construction Procurement/Purchasing
Many US carriers purchase SOLUTIONS not components!
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What else is needed? Deliver products that meet the standards, quality and
deployment needs of the customer Clearly and thoroughly characterize non-conformances Focus on implementation and deployment costs
Key Offer – Engage Carriers Directly
Develop and sell products to the U.S. Market and gain a sustained competitive advantage based on timeliness,
price and quality of products
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Address Customer Concerns:
Don’t lose sight of what is important to procurement organizations:
How will you warehouse sufficient inventory? Can you ensure timely, efficient, and easy distribution of
product? Do you have proper packaging, product labeling, and a well
written instruction manual? Customer support – do you have highly available technical
and administrative personnel? Establish a US based entity, partner, or use a distributor? “Buy America” may be required for certain Stimulus Funds
and some larger carriers
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How do we know what the U.S. Requirements are for our products?
How do we determine in the pre-production phase of the development cycle if products will meet these requirements?
How do we demonstrate that our products meet U.S. Requirements?
How do we get the attention of U.S. Carriers?
How do we respond effectively to U.S. Carrier RFPs?
Challenges for International Manufacturers in the U.S. Market
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RFP Response Development and Support
RFPs are the main tool used by U.S. Carriers to get product information and pricing - Are you getting carrier RFPs?
The RFP response development process is the key to winning large carrier business deals RFP content is usually very comprehensive (not just pricing)
Product conformance with carrier performance quality criteria Product Availability, Shipping, Training Warranty & Penalties Technical & Admin support Pricing
RFP response must be equally comprehensive & timely
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Develop an Effective Strategy
Demonstrate that you know your customers needs. Know the specific deployment requirements Show that you are reducing installation & maintenance costs Position solutions not commodity components
Raise confidence through independent certifications of your
products and production process. Product certification will help to level the playing field Carriers expect 25-30 year performance
Engage Carriers directly Leverage strategic partners Partner for solutions Show a commitment and availability to be in the market
In North America, the RFP is very important! Best chance to show all of the above If awarded the business, the RFP response often becomes the basis for the
contract.
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Thank you!
Michael ZammitManaging DirectorOptical Analysis & [email protected]
Wencao LiFOC Business Developer - ChinaOptical Analysis & Services+86 136 2160 [email protected]
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Engineering& Planning
Engage with Carriers Directly
Identification/ Provision of Applicable Standards
Perform Carrier Readiness
Assessment
Product Qual.QMS/Factory
Auditing
Carrier Network Consulting Identify Carrier Contacts/RFPs Brokered Meetings (TRIAD
Program)
Solution Development System integration Product Selection Process RFP support
Telcordia Product Certification Test Report Used as Marketing Tool Test All Technologies (Optical,
Access, Switching, OSP, Signaling) QMS & Factory Auditing Develop & Manage OEM’s
GR Consulting/Training 150+ GR Documents National Codes Vast Knowledge Site to Order GRs
Prototype Design Verification Red Flag Testing Carrier Field Trials
These are 5 ways to help your company enter the U.S. market EASIER, FASTER and MORE COST EFFECTIVELY
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RFP 的理解和反馈
和运营商直接合作交流
确认美国国内的标准
执行运营商的审查评估
产品和互配性的测试
五方面的协作，帮助贵公司进入美国市场 更容易，更迅速，更有效！
电信类运营商咨询 确认运营商的联系合作 三方间合作
RFP 咨询 RFP 回答 RFP 支持 高于运营商的预期
把测试报告当成市场推广的工具 测试所有产品 互配性和兼容性
GR 咨询 GR 文件
设计确认性分析 红旗测试计划
