Electronic security provider ADT hired Arthur Orduña, who previously worked at Canoe Ventures and Bright House Networks, in the newly created position of chief innovation officer -- where at least initially he will be competing with some of his former cable industry colleagues.
Orduña, who reports directly to ADT CEO Naren Gursahaney, will be responsible for “technology vision and strategy” for the entire company, including developing a strategic road map for new and existing solutions.
“ADT continues to redefine what the security and home automation solutions of the future look like,” Gursahaney said in announcing the appointment. “Arthur brings a fresh perspective and deep technology and product management expertise to ADT’s bench of senior talent. He will play an integral role in spearheading the long-term vision for our portfolio and creating a culture of innovation at ADT."
MSOs including Comcast, Time Warner Cable and Cox Communications have launched home security and automation services, competing with traditional providers such as ADT.
Most recently Orduña, 47, served as a consultant to eBay’s PayPal, in a business-development role to strike deals with MSOs and other TV industry players.
From 2008 until earlier this year, Orduña worked as chief product officer and chief technology officer at Canoe, the advanced-advertising venture owned by the six largest U.S. cable operators. In February, Canoe announced it would lay off 120 of its 150 employees -- including Orduña -- as part of abandoning its interactive TV efforts and refocusing on dynamic ad insertion for video-on-demand content.
Prior to Canoe, Orduña was senior vice president of policy and product at Bright House Networks, where he was responsible for all new video, broadband, voice and wireless product development and deployment.
ADT's parent, Tyco International, is separating the company into three independent, publicly traded companies. The standalone ADT North America residential business, based in Boca Raton, Fla., has more than 6 million customers and about 16,000 employees in the U.S. and Canada.