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Avaya cements KSA presence

BSC, part of the Baud Telecom Company (BTC) group, a telecommunications provider and systems integrator in the Middle East, will offer the full suite of Avaya products and services to businesses in the KSA.


The agreement will expand opportunities for Avaya and BSC enabling them to meet the communications needs of the fast-growing Saudi enterprise communications market.


Fadi Hani, MD of Avaya Saudi Arabia, said the combined Avaya/Nortel businesses will continue to provide customer support while maintaining service levels and protecting existing customer investments. “We believe BSC is well equipped to manage and address customer needs and drive adoption of Avaya’s industry-leading contact centre and unified communications solutions in businesses throughout the Kingdom,” says Hani.


According to research conducted by analyst firm Frost and Sullivan, with the Nortel Enterprise Solutions acquisition, Avaya now holds a leading market share position in IP Telephony in the KSA with 33% as well as a dominating 63% market share in contact centre applications and 62% of the mobility applications market.


Alawi Baroum, the Executive Director at BSC, added that BTC has committed talent and expertise to enable BSC to provide top-class services to its customers.


Baroum added that the creation of BSC will allow us to focus entirely on Avaya’s customers across the Kingdom. “Currently, BSC manages a large Nortel installed base comprising two million lines in the Kingdom,” he notes. With the roll-out of the integrated Avaya/Nortel product roadmap, the partnership will provide customers with a future path and enable us to deliver our renowned services that provide excellence through continuity. Customers with Nortel systems currently installed can feel confident that the Avaya roadmap protects and extends their current communications systems. This should bring our customers stability and peace of mind.”


BSC is an independent channel partner created by BTC, the Nortel partner in the KSA for more than three decades. BSC was formed to focus on managing, protecting and servicing Avaya’s installed base in Saudi Arabia following the vendor’s acquisition of Nortel Enterprise Solutions. Previous Nortel Enterprise customers in the Kingdom can look forward to a dedicated Avaya partner through BSC.


Avaya has continued to strengthen its presence in the Kingdom of Saudi Arabia (KSA) by signing on Bright Star Communications (BSC) to its Avaya Connect Channel Partner programme.

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