Avaya to place stronger emphasis on partner specialisation

Avaya to place stronger emphasis on partner specialisation

New video and data specialisations will be introduced in the New Year

Unified communications vendor, Avaya, has revealed its plans to roll out more partner specialisations based on video and data.

Avaya vice-president world wide channels, Jeremy Butt, said taking the specialisation path was about having the right quality partners in its portfolio.

During the past 12 months, the company has slashed about 3000 resellers from its base. About 75 per cent of Avaya's global business is via its channel partners.

"We had too many partners," Butt said. "We will continue making the certification thresholds higher and higher so that we become extremely wedded to each other."

The video and data specialisations, which will be rolled out in the New Year, add to the vendor's current SME and Services specialisations.

"Expect to see us have more specialisations in the future," he said. "The technology that we’re coming out with needs specialisations and customers expect partners to be specialised as well."

It will also introduce a certification for high-end data products, Butt said.

"At the moment, our data products are completely open where anyone can buy them," he said. "Going into the New Year, we're going to separate the high-end from the low-end data products."

Avaya has also created a team to help partners with multi-country deployments and has formulated a services group called Support Advantage. This will be rolled out over the next few months.

The vendor also plans to shift its Avaya Connect program focus from how much business a partner produces to a competency-based model.

"In FY13 we want to shift from volume to value placing more emphasis on competency, certifications, customer satisfaction and loyalty. We're moving away from pure dollar value," he said.

Julia Talevski attended the 2011 Avaya Asia Pacific Partner Conference in Macau, China as a guest of Avaya.

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