Growth and inclusivity drive Avaya’s channel strategy for 2019

Avaya to launch a raft of new measures aimed at enabling channel partner growth at the Avaya Partner Summit 2019 in Dubai. 

Avaya sat down with to discuss a raft of new measures aimed at enabling channel partner growth will be announced at the upcoming Avaya Partner Summit 2019, taking place in the city of Dubai on 4th and 5th December where the company will be hosting more than 400 EMEA region’s leading channel heavyweights, market movers and technical and sales leaders.

The new measures, which come as an update to the Avaya Edge partner programme, will provide a path for channel partners to move from one value proposition to more advanced ones – from box-shifting to solution selling; from solution selling to innovation building; and from innovation building to enabling true business transformation.

The updates to Avaya Edge also place an emphasis on partner inclusivity, aiming to enable growth regardless of the size or business model of the channel partner. This means, according to Avaya’s channel chief for the rest of the world outside the US, Fadi Moubarak,  that Avaya Edge is set to become only channel programme in the world to provide equal growth opportunities to partners of any size.

“We want our channel partners to continue growing – pure and simple. As a result, in 2019, we’ll be focusing our efforts on three key areas to enable that:  bigger emphasis on cloud; larger enablement for delivery of complete solutions, and a great push ahead on our API-driven ecosystem” said Moubarak.

“Our own growth is inexorably linked to the growth of our partners, regardless of where they sit today on the Avaya Edge Programme. Our growth strategies need to align with those of our partners if we’re to succeed in our goals.”

With the Edge Programme, Avaya has already made significant progress in growing partner business over the past year. Between 2017 and 2018, the number of partners eligible for rebates increased by 281%, and there was a 159% increase in the number of partners who had seen more than 10% growth. The company’s strategy for 2019 will be to build on these positive results.

Much of the coming year’s focus, according to Moubarak,  will be on empowering channel partners to more easily roll out cloud-based products as cloud adoption continues to skyrocket. Moubarak signaled that following the success of the company’s UCaaS solution to the mid market, and the launch of the Avaya Public Cloud in Germany, the summit will present a leap-frog in Avaya’s expanded cloud value proposition to the channel.

Avaya is also leveraging its market-leading, open standards-based communications platforms to encourage and empower channel partners to provide holistic solutions to their customers. Solutions made available through the Avaya DevConnect and Avaya AI Connect programs, for example, bring leading technology disruptors with readily integrated technology solutions into Avaya’s channel. Through the programs, these solutions are made available to channel partners, who can use them to propose innovative, vertical-specific technologies for their customers.

Alternatively, Avaya’s open ecosystem can be leveraged by channel partners to build their own solutions. With many of Avaya’s most successful partners having built new innovations on top of Avaya’s platforms for their customers, Avaya is rolling out new tools and APIs that enable and encourage channel partners to take the lead on innovation.

From embedding AI and biometrics into communications workflows to creating seamless omni-channel experiences, summit visitors will find real, working solutions to the biggest business challenges that companies face.

“It is our role as a technology vendor to provide our partners with opportunities to continue growing and transforming as the market shits. Our aim with this event is to continue in our efforts to empower our channel partners, enabling them to realize even greater levels of growth with Avaya,” added Moubarak.

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