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Juniper targeting 7 key market segments

Juniper is aligning its product development, sales and marketing strategy in seven "domains" that reflect challenges their customers face, executives said this week from the Mobile World Congress conference in Barcelona.

The seven domains are Edge, Core, Data Center, WAN, Campus and Branch, Customer and Enterprise Devices, and Access and Aggregation. Each domain represents a segment of a customer need, and an opportunity for Juniper to sell "customer-centric solutions," the executive said.

"What are the business challenges customers face that Juniper can solve?" asked Bob Muglia, executive vice president of Juniper's Software Solutions Division, in explaining the strategy to analysts at MWC.

FLATTENED: Juniper exec gives inside look at QFabric

Three of the domains - Edge, Core and Access/Aggregation - are targeted specifically at service providers. Two - Campus and Branch, and WAN - are focused specifically at enterprises. The other two, Data Center, and Consumer and Business Devices, straddle both constituencies.

Campus and Branch represents the largest total available market (TAM), at $18.2 billion, Juniper says. Consumer and Business Devices is the smallest, at $900 million. The next largest is Edge, at $10.7 billion; Data Center, $9.8 billion; Access and Aggregation, $3.3 billion; Core, $3.2 billion; and WAN, at a $3.1 billion TAM.

Juniper is well-established in edge and core routing for service providers. Where it has very little to no presence is in Campus and Branch, and Access/Aggregation, the executive said. Juniper just announced an access router for service providers - the ACX - which will begin shipping in the second quarter.

"We're just getting started," said Stefan Dyckerhoff, executive vice president of Juniper's Platform Systems Division.

Juniper believes it can make a credible run in the campus and branch with its "Simply Connected" product line of Ethernet access switches, a wireless LAN controller, and enhanced security software for mobile devices running Apple iOS and Google Android. Juniper plans to augment that with a next-generation management platform for its SRX firewall called Security Design (not to be confused with the product for the data center that carries the same name), which performs user and application management. Security Design will debut in the second half of the year and will help make the SRX "extremely competitive in this space," Muglia says.

"We've fallen behind (in enterprise management) and that's hurt us a bit," he acknowledged.

In Data Center, Juniper's market share is in the single digits, mostly through sales of its EX Ethernet switches and MX Ethernet routers. But the company also has about 100 initial customers for its QFabric switching line, which collapses all switching functions into a single tier and makes every node appear to be one hop away. Also, a QFabric deployment of scores of switches and interconnects is designed to be managed as a single switch.

Juniper plans to build a network virtualization layer on top of the QFabric infrastructure, based on its Junos Space software, to automate operations, secure and protect the environment, and isolate networks in multi-tenant cloud implementations.

In WAN, Juniper plans to provide tools that allow enterprises to guarantee service-level agreements (SLA) in private clouds. This is an environment where there's more data, video, connections and applications that require SLAs, and further consolidation to provide segmentation between applications, the executive said.

Juniper plans to push MPLS as the essence of the private cloud, for consolidating data transport, resiliency and application QoS.

"We want to make MPLS usable for the enterprise," Dyckerhoff said.

Cisco, on the other hand, has come up with an alternative to MPLS for the enterprise, called Easy Virtual Network.

And for Consumer and Business Devices, where the tools are both personal and professional, non-standard and unmanaged, Juniper believes its Junos Pulse client software can protect them from harmful malware and data loss, and manage secure connections back to the enterprise.

"IT managers are really kind of scared by what's happening" with the trend of employees bringing their own personal devices to work, Muglia says. "The last time we saw this was when the PC came in" to enterprises in the 1980s and displaced dumb terminals.

For core routing, Juniper will ship its newest platform, the T4000, in the next two weeks. Service providers Telefonica and Comcast are using it now. Juniper will also ship its PTX packet/optical transport system within the next month, the executives said.

That might help relieve a product transition logjam that has impacted Juniper's last two quarters. Still, some analysts are waiting for further upward results.

"(Juniper) sees no footprint losses in core routing despite its lower share at 26% vs. 30% in 4Q vs. 3Q, with losses related to slower purchases as customers awaiting the new T4000," writes Nikos Theodosopoulos of UBS on the MWC analyst briefing.

"While the analyst day was positive, we believe broader execution questions remain unanswered," Theodosopoulos states in his report. "In addition to losses in the core, Juniper edge routing share has also trended lower at 17% in 4Q vs. 24% in 1Q11. To be more strategic in wireless, Juniper has the MobileNext (enhanced packet core) but there are no meaningful wins to date."

Read more about lan and wan in Network World's LAN & WAN section.

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