We’ve all fallen into the trap of telling folks what
something is and assuming they can make the connection about why they should
care. Technology is no exception. Telecommunications service providers are very
adept at using what I call the “acronym alphabet soup.” These terms are useful
and necessary to describe a vast array of technologies; however, marketers too
often adopt this technical jargon, using these terms as benefits in-and-of
This approach assumes our audience understands how
technologies work and that they can intuitively make the connection between
them and the business challenges they solve. Unfortunately, making those
connections requires some expertise in the specialized telecommunications
networking domain—an expertise not possessed—or needed—by most of the audience
that could benefit from it.
From technobabble to
Networks are evolving and service providers are adopting
virtualization, orchestration, software-defined networking (SDN) and network
functions virtualization (NFV)—among other alphabet soup acronyms—to abstract
network elements, automate network transactions and accelerate innovation and
growth. Unfortunately, this terminology bandied-about as proof points that the
technology is valuable, sounds like technobabble to business and IT leaders.
We often fail to mention how the self-service, visibility
and control these technologies offer empower businesses to deliver a better
customer experience and better bottom‑line results. These include things like:
Windstream Enterprise has gone all-in on SDN, VNF and
software and network element disaggregation to empower us to orchestrate
control of disparate network elements–what we call our Cloud Core
Network Architecture. However, that’s not the story. As an engineer, I geek-out
about how this technology works, but ultimately the reason we do it is because
it empowers you, our customers, to deliver a better customer experience.
Interested in learning more? Join Windstream Enterprise, Accedian and Heavy Reading for an informative webinar, “From static to programmable: Leveraging the next wave of virtualization to deliver secure end-to-end applications.”
Tuesday, October 15, 20191:00 pm ET | 12:00 pm CT | 11:00 am MT | 10:00 am PTRegister now
Art Nichols is the Vice President of Architecture and Technology at Windstream where he is responsible for network evolution, hardware and software certification, and technical product development for all business units in the organization. Nichols came to Windstream in 2010 through the NuVox Communications acquisition where he oversaw the network architecture and played a key role in the launch of the company’s flagship VoIP and converged access product. While at Windstream, Nichols has been instrumental in developing numerous products including IPTV, Cloud Security, SD-WAN, as well as advancing the evolution of the company’s broadband, packet optical, and SDN-enabled network. Nichols is a graduate of Clemson University where he holds a Bachelor of Science in Industrial Management.
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