Ciena is recasting its image to clarify the intent behind acquisitions it has made over the past two years.
The company now refers to itself as "the network specialist" focused on five areas that it says address its customer application needs:
Ciena says it needed to reposition itself because it no longer solely focuses on optical networking - its traditional business - and its acquisitions confuse people about what the company actually is focused on.
The first area of concentration, access infrastructure, refers to broadband access to carrier networks and the network access gear it bought with Catena Networks. The storage and Ethernet services area is a result of the purchase of Akara, a storage-over-SONET vendor.
High-bandwidth network scaling refers to optical Ethernet gear obtained from the purchase of Internet Photonics Inc. Core networking relies on the optical gear and control-plane software the company developed itself.
Packet-network integration refers to the switching/routing gear it acquired from its purchase of WaveSmith Networks; as well as edge routers it sells via a partnership with Laurel Networks.
While this represents a broad offering, Ciena says it is trying to squelch a misimpression that the company is trying to be all things to all customers.
The company has also changed its logo, writing the "ie" in the word Ciena in script, setting it apart from the rest of the type. Ciena has also overhauled its customer Web site.