Cisco unveils routers, takes swipe at Juniper

12.09.2011
this week unveiled three service provider edge routers, along with an aggressive marketing campaign against rival Juniper.

Cisco added three platforms to its ASR 9000 line of edge routers, all designed to better support mobile Internet services and devices such as tablets, and connected appliances. The new routers support Cisco's nV network technology, which is intended to scale the service provider edge, aggregation and access networks into a 96Tbps system .

ASR BACKGROUND:

These new routers bring the nV technology to the access layer, where service providers can further virtualize their infrastructure for resource consolidation, and operational and cost efficiencies, Cisco says. Cisco nV is a software upgrade to the ASR 9000 line that the company says can lower operating costs by up to 74% when compared with competing edge platforms, due to its ability to support low power usage, zero-touch configurations, single-click upgrades and single touch-point management.

The routers will go up against Juniper's MX 3D line and Alcatel-Lucent's 7210, 7450, 7705 and 7710 Ethernet services switches and routers. Against Juniper, Cisco also launched an aggressive designed to call attention to what Cisco alleges are and .

Calling out a competitor by name in an advertising or marketing campaign is a departure for Cisco, but recent challenges in its core switching and routing businesses have prompted a new strategy. At Interop in May, Cisco also called out HP specifically when introducing an switch line.