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Avaya commits to Saudi with Bright Star Communications

BSC, sister Company of Baud Telecom Company (BTC), among the leading telecommunications providers and systems integrators in the Middle East, will offer the full suite of Avaya products and services to businesses in the Kingdom of Saudi Arabia.


BSC is an independent channel partner created by BTC, the Nortel partner in Saudi Arabia for more than three decades. BSC was formed to focus on managing, protecting and servicing Avaya’s installed base in Saudi Arabia when it acquired Nortel Enterprise Solutions. 


Existing Nortel Enterprise customers in the Kingdom can now look forward to a dedicated Avaya partner through BSC, said the company.


Best talent

BTC has transferred some of its best talent to BSC, making the company a 150-person strong organisation with technical and commercial expertise. Together with Avaya, BSC has developed a combined go-to-market strategy which will allow BSC continuous and direct access to technical support and expert training from Avaya.


According to Nidal Abou-Ltaif, Area Vice President for Avaya’s Emerging Markets, “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.”


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


“BTC has committed talent and expertise to enable BSC to provide top-class services to our customers. The creation of BSC will allow us to focus entirely on Avaya’s customers across the Kingdom,” said Alawi Baroum, CEO of BSC.


“Currently, BSC manages a large Nortel installed base comprising two million lines in the Kingdom. 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 understands that it’s key to protect our customers’ investments and Avaya’s commitment to the installed base combined with Nortel’s data and voice portfolio provides choice for clients in green field environments, but more importantly, it gives our existing customers a solid and competitive platform through consolidation and expansion” added Baroum.


Avaya operates through two offices in Jeddah and Riyadh and extends its presence through partners like BSC. Avaya will continue to work with BTC across the Middle East through their offices in Egypt, Lebanon, Jordan and Iraq as well.


Following Avaya?s acquisition of Nortel Enterprise?s business in Saudi Arabia, the company has signed the newly created Bright Star Communications (BSC) to its Avaya Connect Channel Partner programme.

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