There's a funny list circulating on the web of the Ten Most Pointless Phrases in technology PR. 'World's first' isn't on it. But it should be.
Juniper Networks has launched Junosphere, which appears to be a cloud based testing system for service provides and enterprise network designers.
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The rationale, I think, is to replace an expensive and limited testing lab with a much more versatile cloud based system of testing which is not only faster, it's cheaper to run too.
At least I think that's what they said, because Juniper has chosen to surround the Junosphere Lab announced with a nebulous cloud of meaningless marketing terms.
It's a 'new, first-of-its-kind, virtual environment which sets to revolutionise the way service providers and enterprises design, test and operate networks' says the release.
Ahem. I'm no expert in this field, but it's not new and it's not the first of its kind. SOASTA has been running a service like this for Verizon for some time.
The bottom line though, is that Junosphere Lab allows companies to "rent" labs, speed up modelling projects by 30% and cut costs by up to 90%. Which is pretty good.
So why didn't they just go with the facts?