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Cable Technology Feature Article

September 14, 2010

Sunrise Telecom's Mantra for Success, Keep it Simple

By Ashok Bindra, TMCnet Contributor

 (Editor’s Note: This article refers to a video interview shot in San Jose as part of TMCnet’s “On the Road” video series. To view the entire library of videos from Road Shows and other industry shows, as well as product demos and interviews in our in-house studio, visit TMCnet Videos home page.)

In a recent video interview given to TMC’s (News - Alert) Rich Tehrani, Sunrise Telecom’s new CEO Bahaa Moukadam talked about how his company was helping telecom carriers, cable TV providers and wireless network operators improve the productivity of their technicians. Since taking the helm at Sunrise, Moukadam’s mission has been to develop test and measurement solutions for telecom, cable and wireless service providers that ensure performance, productivity and cost effectiveness. In short, his mission is “To make our customer’s business a success.”

With carriers and cable TV service providers spending money with Sunrise, how do you justify ROI was the question posed by Tehrani to Moukadam. Quickly responding, Moukadam said that ROI is becoming more and more important to the company. Consequently, we are ensuring that our solutions are installed correctly the first time. And we help them improve productivity. “How to satisfy the customer is our goal, asserted Moukadam.

As the discussion progressed further, Tehrani’s question was directed toward technology transformation and economic cycles in the industry. He said that carriers and other service providers were investing in new technologies like optics, 3G, 4G and cable is evolving to HD, while Satellite is going to 3D. Concurrently, economy is going through peaks and valleys. How all this was affecting Sunrise?

In reply, Moukadam said that all this transformation has worked to the company’s advantage. “With all these changes in technologies going complex, the goal is how to keep it simple for technicians and focus on productivity. And, simultaneously address the new technology trends,” explained Moukadam.

For example, he added, cable is going from DOCSIS 2.0 to DOCSIS 3.0 and we are well positioned to serve our customers with it. “So your goal is to be in front of technology and be there for your customers as they evolve,” commented Tehrani.

Sure was CEO’s reply. To support his statement, Moukadam cited another example of wireless going from 3G to 4G, resulting in significant improvements in infrastructure and wireless backhaul. And Sunrise products were there to facilitate this transition.

Later, Tehrani asked Moukadam to explain how his background was helping him in his new role as CEO. To that, Moukadam said that he has been with Sunrise for 2.5 years. First started as vice president of marketing and then transitioned into the CEO role in August 2009. Prior to joining Sunrise, he worked for over 18 years in test and measurement marketing for companies like Spirent Communications (News - Alert), Agilent Technologies and Wandel & Goltermann.

Seems like you have the right expertise for the job, commented Tehrani. “I am always a fan of marketing people being in the leadership role,” added Tehrani. Continuing, Tehrani asked Moukadam to explain to TMCnet.com readers how in this day and age, where brand and image is crucial part of an organization, his company was promoting itself. “Understanding customer’s pain point and issues and aligning your products and strategies to that” was Sunrise CEO’s response to the question.

We offer complex products with simple user interface, noted Sunrise CEO. “Simplicity of use” is our thrust, concluded Moukadam.

Ashok Bindra is a veteran writer and editor with more than 25 years of editorial experience covering RF/wireless technologies, semiconductors and power electronics. To read more of his articles, please visit his columnist page.

Edited by Juliana Kenny