Broadwing's Rick Ellenberger Says Only Providers Who Focus on Customers, Execution Will Survive Industry Shakeout.Business Editors and High Tech Writers NANTUCKET, Mass.--(BUSINESS WIRE)--June 28, 2001 Rick Ellenberger, president and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of optical network communications leader Broadwing Inc. (NYSE NYSE See: New York Stock Exchange :BRW BRW Business Review Weekly (business magazine; Melbourne, Victoria, Australia) BRW Business Report Writer BRW Barrow, AK, USA - Barrow (Airport Code) BRW Business Requirement Worksheet ), today discussed the measures that communications providers must take to succeed in the midst Adv. 1. in the midst - the middle or central part or point; "in the midst of the forest"; "could he walk out in the midst of his piece?" midmost of the current economic environment and changing business customer buying patterns, during remarks delivered at the First Union Securities Telecommunications Conference. "Customers don't buy technology; they buy solutions to business problems," said Ellenberger. "Those who invest in communications companies now understand what customers have known all along - execution matters," Ellenberger continued. "Those few providers, like Broadwing, who have the network, sales infrastructure and support systems to quickly and reliably deliver services to customers are seeing more opportunities than ever before." Ellenberger outlined Broadwing's wedge strategy The wedge strategy is a political and social action plan authored by the Discovery Institute, the hub of the intelligent design movement. The strategy was put forth in a Discovery Institute manifesto known as the Wedge Document,[1] of using their unparalleled installation guarantee and reputation for execution to leverage initial engagements with customers into ever-expanding opportunities. Ellenberger cited the example of a leading broadcasting company Noun 1. broadcasting company - a company that manages tv or radio stations company - an institution created to conduct business; "he only invests in large well-established companies"; "he started the company in his garage" that was so impressed with Broadwing's ability to connect 25 locations in record time that they terminated their contract with another provider to award Broadwing their entire 650 node nationwide network. Ellenberger also described how an initial web hosting Making a Web site available on the Internet. Many ISPs host a few personal Web pages for an individual at no additional cost above the monthly service fee, but the address is subordinate to the ISP; for example, www.friendlyisp.com/pat_smith. engagement with one of the world's leading aircraft engine manufacturers has expanded and now also encompasses high-bandwidth solutions and managed services An umbrella term for third-party monitoring and maintaining of computers, networks and software. The actual equipment may be inhouse or at the third-party's facilities, but the "managed" implies an ongoing effort; for example, making sure the equipment is running at a certain quality . "It's one thing to sign a marquee customer; it's quite another to provide such a compelling level of communications solutions and customer service that the customer continues to find opportunities to expand the relationship," said Ellenberger. "Maybe that is why only three other communications companies joined Broadwing on Business Week's Info Tech 100 list." Ellenberger also discussed the continuing interest by customers in the power of lightwave services. "Teleglobe's decision to use lightwaves services on Broadwing's intelligent, all-optical network A communications network that works completely in the optical domain. It uses optical switches connected by optical fibers. See optical switch and optical computer. as the foundation for their US network, is further validation of the power of lightwave services," said Ellenberger. " About Broadwing Broadwing Inc. (NYSE:BRW) is parent to two of the industry's leading communications companies, Broadwing Communications and Cincinnati Bell. Broadwing Communications, headquartered in Austin, Texas, leads the industry as the world's first intelligent, all-optical, switched network provider and offers businesses nationwide a competitive advantage by providing data, voice and Internet solutions that are flexible, reliable and innovative on its 18,500-mile optical network and its award-winning IP backbone. Cincinnati Bell is one of the nation's most respected and best performing local exchange and wireless providers with a legacy of unparalleled customer service excellence and financial strength. Cincinnati Bell provides a wide range of telecommunications products and services to residential and business customers in Ohio, Kentucky and Indiana. Broadwing Inc. is headquartered in Cincinnati, Ohio and has 6,400 employees in 56 sales and service offices across the country. For more information, visit www.broadwing.com. |
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