Ciena Corporation has been through a rebirth in the past two years. As an optical networking supplier to telco customers, Ciena saw its revenues plunge with the collapse of the telecom industry in 2001. Since then, the company has re-emerged as the network specialist, expanding beyond its optical roots and further into supporting high-value applications and expanding networking possibilities like those for voice-video-data triple play, IPTV, storage extension and broadband service delivery.

In July 2004, Ciena turned to Hotwire to provide pan-European communications support for the corporate repositioning efforts, which included a heavy focus on Europe as a future growth market for the company. Ciena’s strategic objectives in Europe were to achieve recognition for its repositioning beyond optical infrastructure and its new focus as the network specialist. Beyond that, the company aimed to establish key partnerships in the enterprise and telecoms markets and raise its visibility among these peer groups.