(FiberHome Telecommunication Technologies Co., Ltd   Joe Wu)

As revealed in the recent 2016 half-year company report, FiberHome has achieved a growth more than 20% from the previous year in the complicated business environment at home and abroad. In fact, since 2000-2015, FiberHome has been expanding its turnover has an annual rate over 20%. This growth stems not only from FiberHome’s exceptional abilities to make sustainable innovations but also unremitting concentrations on implementing strategies. Among all corporate strategies and values, the one of primary importance to FiberHome corporations is making customers the real center of business.

The creation and evolution of the customer centric philosophy

The open, shared and collaborative economic globalization introduced by the rapid development of information technologies constitutes the historical contexts of customer-centric philosophy. Under increasing competitions, customer behaviors urge companies to make strategic changes, which acts as the marketing contexts of why customer-centric strategy is created.

The customer-centric philosophy requires that an enterprise’s operation models start with product-centricity, then evolve to market-centricity, and finally arrive at customer-centricity.

The customer-centric philosophy bears four features:  the company’s focus shall be shifted from products to customers. The emphasis of operational management shall be moved from interior affairs to business-customer relationship. Greater efforts should be put on the relation management of all customer lifecycles, in lieu of attracting new customers. The customer value shall be set as the standards to evaluate enterprise performance.

In light of the customer centric ideology, enterprises develop and maintain their own strategies and core values.  This is often exemplified by the slogan of companies: “To help people live longer, healthier and happier lives. To put the needs and well-being of the people we serve first”- Johnson and Johnson; “Customer is the top priority. We shall serve with heart” - China Telecom; “Be customer oriented, sincere and hardworking. Make sustainable innovation, incremental development” – FiberHome.

Transitioning into customer-centric is the inevitable need under the new normal.

The economic globalization, information society development, and the spiral recovery of global economy is pushing a new round of science and technology revolution. Currently, the second digital revolution represented by cloud computing, big data, mobilization, and Internet of Things, are drastically reforming the ways of we interact, live, and produce. Those changes are in turns bringing in reorganizations in economic and social structures at an unprecedented rate, taking us mankind from “information society” to the revolutionary “big-data time”. The whole world has entered the new economic development period dominated by information industry. Many countries have accelerated their deployment in information industry: German’s Industry 4.0, China Manufacturing 2025, Accelerating US Advanced Manufacturing, and etc.

ICT industry also takes on a completely new look:  The communication has changed from people-people to platform-people or machine-machine; the demand for ubiquitous computing comes from all industries; fast convergence between IT and CT promotes the explosive growth in Internet +, Smart Cities and other ICT services;  the new infrastructure of cloud, network and terminal, integration of cloud and network, SDN/NFV, and even SDX, 5G, VR/AR, cognitive computing/AI, 3D printing and other new ICT technologies comes into our sights day after another, making breakthroughs in traditional industry chains, spurring the introduction of various customer-centric businesses. Telecoms are hence obliged to make transitions. Based on intelligent connectivity, intelligent platform and intelligent applications, they are reconstructing their businesses, networks, operations and managements. Telecoms’ products and services suppliers also have to change accordingly.

The customer-centric information network would be evolved to: fully convergence of mobile and fixed networks, the cloud network composed by cloud data centers; the horizontal integration and resource unified management will be done over the silo business systems.  The single function dedicated passive networks will be replaced by SDN/NFV controlled storage and forward generic network so that to actively, flexibly and fast adapt to Internet applications.

Peter F. Drucker, the guru of management, once said: “The purpose of an enterprise is to create customer”.  Chen Chunhua writes in his Essence of Operation, “Unless we understand customer demand, we should continuously invest in innovations. Only by trying the best to realize customers’ value, can we win customers permanently.”  

To survive in the long run, enterprises must understand the tendencies, making transformation or even taking the lead in the new environment. Always keep customer-centricity in mind.

How FiberHome Implements customer-centric principle

FiberHome believes that having customers is the key to survival in the market and that keeping the customers is the generator for sustainable development.

From the very beginning, FiberHome has been sticking to the customer centric principle.  The customer-centricity is achieved by visionary leadership, adaptive enterprise architecture, engaged workforce, connected frictionless process, rewarding customer experience, continuous innovation, collaborative relationships, and insight and foresight-sensing capabilities.

Mission and vision

FiberHome’s enterprise mission: Explore the full potential of optical fiber to benefit the human society.

Since the company was bore, utilizing fibers to benefit human society is the target of FiberHome employees.  After more than 10 years’ development, this mission ascends from heritage to the soul of FiberHome Culture, whose definitions are invariably inherited and extended.

FiberHome’s enterprise vision: actively grasps the industry development tendencies; insists on customers’ demand as orientation; form sound basis in optical communications, IP, and broadband access technologies; become the domestic first-class and globally recognized ICT network product and solution provider.

FiberHome is transforming and upgrading itself to ICT expert from the basis of optical communication and Optical interconnection expert.

Culture and core values

Inheriting the cultural traditions of more than 30 years and combining the management revolution requirements of current times, FiberHome proposes the core values of “customer orientation, sincere and hardworking, sustainable innovation, incremental development” to power the realization of “domestic first class, globally recognized” dreams .

Customer orientation: Customer is forever the key element for company survival and the compass to go forward.  FiberHome insists that the customer demand is the basic line and improving customer satisfaction is the criteria of performance. FiberHome encourages learning customer businesses, continuous innovation in services and maximizing value for customers.

Sincere and Hardworking:  Be sincere, then be trusted, and finally wins. This is the principle which FiberHome interacts with customers. FiberHome advocates operating honestly, competing fairly, and keep customers’ promises integrally. FiberHome encourages professional responsibilities, the attitude of loving ones job, being proficient on one’s job, dedicating to one’s profession and pursuit higher level of one’s career.

Sustainable innovation: innovation is the power for FiberHome to grow from notable to excellent.  FiberHome encourages breakthroughs, never resting on laurels.  Being practical and starting with small steps, improving performance through continuous modifications. FiberHome encourages employees to stand on the shoulder of the industry giants, being open-minded, and making innovations from the existing achievements.

Incremental development: FiberHome seeks for continuous growth to make the basic business fresh.  FiberHome manages to acquire more output with less input.  FiberHome believes that it should maintain stable growth and good performance to increase return for its shareholders and the whole. FiberHome continuously promotes employees’ career capabilities and values.

Products and technology innovation

First of all, let us examine FiberHome’s innovation principle: innovation shall be responsible for the marketing and financial success;  innovation is powered by market; encouraging innovations with emphasis on customer-end application experience, not on personal interests; technology innovation, product innovation, marketing innovation and management innovation are equally important; innovation does not mean start from zero, and heritages are to meant to be strictly followed; encourage open style innovation based on shared knowledge; encourage the small improvement of quality and cost reducing , objective to big proposals beyond practical conditions.

Under these principles, FiberHome achieved many products and technology innovations.  In April 2016, FiberHome was ranked 38 globally and 3 domestically on nature index for enterprises by the Nature journal.

As the cradle of Chinese optical communication, FiberHome keeps its original directions, working thoroughly on the 8 key technologies and products of optical network.  Modulation modes from NRZ to QPSK, PM-QPSK; Multiplexing from TDM to WDM, PM, SM; Service interfaces from GE to 10GE, 40/100GE, 400GE/1T; Transmission speed from 10G to 40G, 100G, 400G/1T; Convergence of layers from L1/L0 to L0-L2, L0-L3; Smart control from ASON to WSON, SDN/NFV, orchestrator; Chip technique from 65nm to 40nm, 28/20nm, 15n; Photo-electronic materials from Si+Pb to  InP,SIP.   All these mentioned technologies are organically combined with CBB, which formulates the FiberHome optical network solutions composed of SDN/NFV controlled full series of OTN, PTN, POTN, IPRAN, SR, PON, server and storage. The solution is evolved to all IP, intelligent, IT and virtualization oriented green and cloud-network integrated system.  The convergence between FiberHome high speed optical communication and 5G is also moving on an optimistic track.

In early august 2016, FiberHome optical network national key lab sets the world record again, enabling a single fiber to accommodate for 4.8 billion people to talk simultaneously.  This is the fifth global record FiberHome has set within past three years.  In this trial, the solution with the combination of multi-core fiber and DWDM transmission technologies was adapted.  The transmission media is the FiberHome self-developed 7 core single mode fiber. 375 DWDM channels with intervals of 25GHz were transmitted through single fiber. The modulation mode of transmission signals is coherent OFDM-16QAM.  The single channel capacity is around 170Gbit/s and the single transmission capacity is more than 60Tbit/s.  Total capacity is 400Tbit/s. 

In May 2016, FiberHome releases 100G PON product-level platform.  It is based on the mixed architecture of TWDM, where multiple technology innovations have effectively solve the problems of cost, dispersion, non-linearity and ODN coexistence in the high speed 25G transmission. Under the split ration of 1:64, 40km ultra long transmission was realized. In recent years, FiberHome has released 40G TWDM-PON,WDM-PON, symmetrical XG-PON and distributed OLT those serious solutions.  FiberHome have explored and innovated in the new application scenarios such as 1000M access, fixed mobile convergence, base station backhaul and front haul.  FiberHome 10G PON HGU supporting SDN/NFV has commercially deployed.

FiberHome smart ODN compatible with eID and RFID has been commercially deployed in large scale.  Its continuous innovative FTK service mode has been used in tens of countries worldwide, which covers HOME-PASS, HOME-CONNECT and network operation and maintenance.

FiberHome new generation “4K converged video platform” supports IPTV，OTT TV service integration, standard high definition, 4K services coexistent, accelerated dispatch of video files, web page file and Web cache so that to implement the fully convergence of fixed mobile network and services. Through the “software + hardware platform + service” platform, the smart home ecosystem and complete smart cloud solution are constructed.  FiberHome also provides “Mai Feng” box, “Youqu” smart routing these internet products to individual consumers.

FiberHome, the leading unit of deputy chair of ITU-T “IoT and Its applications in smart city and communities”group (SG20) and “Smart city focus group (FG-SSG), has leaded a series of international standards. FiberHome has edited 29 national standards and undertakes the 863, 973 projects related with smart city. It has completed the smart city master plans of Wuhan, Guangzhou, Taiyuan, Huizhou etc. so that the smart city applications are rolled out.

FiberHome has published FitCloud cloud-network integration technology strategy and the open stack cloud platform FitOS. Cloud computing, big data provided by FiberHome have become the pillars of “Chutian Cloud” of smart Hubei.  FiberHome big data has wildly used in administration, enterprise and peoples’ lives.

FiberHome enterprise mobility information solution has gained vast number of developer customers and industrial customers and the company was included in “2015 cool vendors of China” by Gartner.

The construction and services of FiberHome in metropolitan rail transportation, fast transportation, and highway low voltage system have covered more than 10 cities and 30+ lines.  According to “China Metropolitan railway transportation market development report”, FiberHome was ranked top 2 in the railway transportation industry.

FiberHome owns the complete supply chain of “perform-fiber-cable”, of which the manufacturing capacity is more than 30 million fiber-km; VAD+PCVD+OVD perform building technique is unique in the industry;  As the main force of national “973” projects, FiberHome have breakthroughs in Photonic Crystal, Few-Mode Multi-Core Fiber and Angular Momentum of Photons; FiberHome is also the inventor of moving fiber cable, circular fiber cable, crypto-type fiber cable.  FiberHome 400G large effective area low loss fiber was first deployed; FiberHome “ Key technologies, manufacturing techniques and complete plant of high performance ultra-strong bending resistance” technologies was awarded “ Second rank award for national science and technology progress”.

Value services

FiberHome is the customer-centeric provider, who is maximizing the value it can offer for customers and based on customer development strategies it customizes the products, applications and solutions to meet the end user demands.

FiberHome has 57 global service centers.  Its optical carrier, optical access, fiber and cable, optical distribution network and ICT integration full series of products and services have covered more than 90 countries or regions to benefit 2 billion users globally.

 FiberHome 100G OTN applied in long haul trunk projects of Vodafone and Telefonica.  First SPTN network for inter-metro application was deployed by FiberHome.  Its packet optical transmission products were adopted in 200 local networks worldwide. Up to 1 million full series of data communication products of FiberHome are in operations.  FiberHome has deployed more than 30 IPTV/OTT video system with hits on the content exceeding 100 million times.  FiberHome FTTx products shipment is more than 80 million lines and more than 200 thousand lines of 10G EPON has been applied globally.  FiberHome self-developed XG-PON chips and 50 thousand lines of XG-PON have been in operation.  The annual shipment of FiberHome terminal equipment is more than 30 million sets.  FiberHome optical fiber and cable products have been exported to more than 40 countries worldwide, and ranked No.1 consecutively for 6 years in China in terms of exporting volume. FiberHome FAST moving cable has been applied in the 500-m diameter radio telescope.  Low loss single mode fiber of FiberHome covers the first level trunk transmission networks of the big three telcos in China.

2000+ professional engineers provide 7×24 customer zero-distance services including network support, network management, improving service quality, training and accreditation, consultation and planning.

Faced with Internet+ and ICT transformation, FiberHome self-developed“ Intelligent IT comprehensive operation and management cloud platform”.  The platform realized the intelligentization of operation and maintenance, the sampling management to whole scale management, from passive waiting to active control.  It integrates network, human being, equipment and resources and goes beyond the time/space limits.  It realizes progress management and control and normalized management and lows the operation and maintenance cost by increasing efficiency.

Management transformation

Through continuous management transformation, FiberHome has changed from a research institute to a public company complied with modern enterprise institution.  Its organizational architecture has been changed from single function structure to flexible matrix.  The processes have been change from sectional to customer driven seamless end to end.

In 2007, the industry most advanced product innovation and R&D management system – IPD model had been introduced to FiberHome, which had been innovatively applied and developed to the market driven FPD R&D management scheme with FiberHome characteristics.  It has secured the market and finance successes.  FPD core elements include: structural process, asynchronous development mode, CBB, cross-sectional teams.

FPD has divided the product development process to six stages of the life cycle, namely concept, plan, development, prove and release. In the process, the decision evaluation points are clearly defined to guarantee the consistence of the project development mode. The management team composed of market R&D, manufacture, procurement, finance, customer service and quality department representatives collaborate in product planning, market survey, system design, project development, manufacture introduce, quality assurance through the whole life cycle of product development and maintenance.

In 2016, FiberHome end-to-end process LTC- form sales clues to payment receipt will be put on-line. This cross-department sales project management process LTC unifies the R&D and supply chain and establishes the sales project ranking standard, implement the operation analysis and precaution of sales process so that to effectively mobilize the company resources and meet the projects demand and make breakthrough and consolidate customer relationship and guarantee smooth delivery.

LTC as the main process of the sales projects whole life cycle, will connect the established CRM, FPD and ISC main processes.  With the implementation of LTC, the “real customer centric” strategy will further be materialized.

Collaboration and win together

Catering to various markets and customers especially for the overseas differentiation demand, FiberHome customized its products and service strategies to build competitive strengths with customers so that to realized collaboration and win-win. FiberHome cooperate with Vodafone, Telefonica, Deutsche Telekom and other TOP 50 global telecoms.  FiberHome entered into strategic partner agreement with Telekom Malaysia to establish whole scale cooperation in product R&D, network optimization and innovation exploration, human resources training and accreditation.  

FiberHome also established strategic cooperation with the 3 other major telecoms at home.  The collaboration was developed from simple product and services sales to product deep level customization, joint product, application and service innovation, network planning and even enterprise development strategies plan.

Cooperation in upstream and downstream of supply chain:  Healthy development of FiberHome or even the ICT industry will not be possible without the collaboration and support the upstream and downstream of the industry supply chain.  The annual suppliers conference of FiberHome enables the exchange of experiences, industry trending investigation, collaboration for mutual continuous growths.

FiberHome carries out deep cooperation with colleges and enterprises globally to leverage the advantages of industry, academics and research and consolidate the global advanced resources to win together.

As the former FiberHome CEO Mr. He Shuping said “Make the target to be the customer-centric, we must understand the basic concept: all company income derives from the customers. The company cannot survive without customers. The traditional customer satisfaction standards are only kept for the customer demand level. However, going to the higher level of customer orientation requiring us to have “3CS”: client satisfactory, client surprise, client sticky.  Therefore, the any enterprise transformation shall benefit more to the customers and make greater values to the customers.”