Teletimes April 2011.pdf

Barbara Ghini
New Era, New Brand:
CommScope unveils new identity
CommScope has grown in
size and expanded into new
markets over the past decade
to become the global leader in
infrastructure solutions. Most
recently, CommScope joined
the Carlyle Group, becoming
a private company again. As
part of this exciting new era for
CommScope, a new corporate
identity is being launched
that is representative of the
company today and its role as
a trusted resource and partner
to network providers around
the world.
The brand makeover is the
first for CommScope since
the mid 1990s and follows
the acquisitions of Avaya
Connectivity Solutions in
2003, and Andrew Corporation
in 2007. The new corporate
identity infuses the brand
with a more contemporary
look and feel, while capturing
the movement and energy of
a dynamic, evolving global
company. It supports a more
structured hierarchy of product
and solution brands serving
the telecom carrier, cable
television, business enterprise,
and government markets.
The new CommScope brand
identity includes:
A new logo design featuring
stylistic logotype in all capital
letters with an embedded
and redesigned dimensional
A.T. Kearney says network operators must overhaul pricing structures,
infrastructure to maintain services
According to a study by global
management consulting
firm A.T. Kearney, European
network operators will need to
budget an additional $11.17bn
annually to maintain current
service levels, and manage the
data explosion. The company
says Middle Eastern operators
may face the same issue. The
current growth of internet traffic
delivered via fixed networks is
growing at 35% per annum and
more than 100% via mobile
networks. Video content on both
mobile and fixed-line services is
having a serious effect on internet
usage as more and more internet
connected mobile devices
and high-bandwidth services are
released.
According to A.T. Kearney, the
internet is under threat of becoming
a victim of its own success
as video traffic is threatening
to swamp network capacity
and cause congestion for users
without generating revenue for
operators.
A.T. Kearney has forecast that
if networks address the need to
upgrade before 2014, but do not
revise their price structures or
increase revenues, their returns
on capital will fall by 3 percentage
points to around 9% and
potentially as low as 7%.
“The technical robustness of the
internet is closely tied to the
sustainability of the underlying
commercial model and therefore
both are vital to support the
growth of current and future
economic activity. Operators and
regulators in the region need
to think now how to tackle the
problem of ever increasing dataflow
via the internet,” said Dr
corporate icon
A change in corporate color to
cyan blue
The formalization of At
Home, At Work, and On
the Go terms to represent
the three primary market
segments—broadband (cable
TV), enterprise and wireless—
served by CommScope today
and new icons to symbolize
each. The On the Go icon
integrates the well known
“Andrew flash” that stood as
Andrew Corporation’s logo for
decades and is seen in wireless
networks around the world.
CommScope has a rich and
cherished history, with
roots that trace back to
Growth of internet traffic threatens internet
Martin Fabel, partner and senior
media expert at A.T. Kearney
Middle East.
A.T. Kearney says regional industry
stakeholders must pay attention
to the infrastructural needs
of the internet to maintain the
success of services in the Middle
East.
The company says that the
increased costs of handling
rapidly growing traffic will not
be matched by an increase in
revenues for network operators.
A.T. Kearney also revealed
that current pricing models of
the services do not promote efficient
use of existing capacity in
bandwidth availability. “Without
significant improvements in pricing
and investment incentives,
internet services could be seriously
jeopardised. This will have
an immense impact on sectors
the formation of the cable
television infrastructure, the
first wireless networks, and
networking of the world’s first
data centers and intelligent
buildings. Today, corporate
LANs, cell phone networks,
the Internet, on demand
cable TV, and other advanced
networking applications all
depend on technology we
have developed. Now our
customers will experience
our brand consistently across
continents—the same integrity,
honesty, and reliability we have
displayed for years, only now
with a fresh burst of energy,
color, and story unique to
CommScope. T
Georgina Enzer
that want to offer new services
but are reliant on efficient networks,”
added Fabel.
A.T. Kearney suggests that telecom
providers need to introduce
a differentiated approach to
bandwidth, services and pricing
that addresses both current and
future needs for business, entertainment
and communication.
15Apr - 14May 2011
www.teletimesinternational.com
51