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Avaya has new MD for Gulf region

In his new role, Areff will work with Avaya’s customers in the region’s telecoms, financial services, tourism, and government sectors among others to fully leverage their networks for collaboration, unified communication, contact centres, data networking and other business needs.


Areff takes over from El Tawil who served at the UC vendor for seven years before he recently stepped down to manage his family business. Areff will report to Nidal Abu-Ltaif, Area VP – Emerging Markets, Avaya, under whose leadership Avaya has become the leading IP telephony, unified communications, and contact centre solution provider in the Middle East.


“Mohammed Areff is ideally positioned to capitalise on the momentum created by Roger, and will help us drive and deliver more customer value and respond to the current evolution in real-time business communications and customer service.  His expertise and understanding of the Middle East’s business needs will enable Avaya to further benefit customers from a strategic and cost perspective as we solidify our regional enterprise communications business,” says Abou-Ltaif. “We also recognise the achievements of El-Tawil, who has been instrumental in driving Avaya’s go-to-market strategy in the region – his focus and hard work at Avaya over the last several years have benefited our customers and channel partners tremendously.”


Areff joins Avaya after 12 years with NCR Corporation where he held several leadership roles in sales, operations and services in the Gulf and across the Middle East Africa emerging markets. His most recent leadership assignment was in services operations across the Middle East and Africa. Prior to NCR, Areff held several sales management positions in various companies in the Gulf region.


Following the departure of Roger El Tawil, Avaya, a global provider of enterprise communications systems, has appointed Mohammed Areff as the new MD for the vendor?s Gulf region.

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