Avaya revamps channel organisation

Avaya has overhauled its channel organisation, and brought in Universal Solutions to act as its master distributor for the Middle East and North Africa. The networking vendor, which is present at Gitex through its other channel partners, has brought Universal in from the US market.

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By  Greg Wilson Published  October 14, 2002

Avaya has overhauled its channel organisation, and brought in Universal Solutions to act as its master distributor for the Middle East and North Africa. The networking vendor, which is present at Gitex through its other channel partners, has brought Universal in from the US market. Universal has formed a dedicated Middle East & North Afica unit to support the local region.

“This two-tier approach has been in effect in the US for five years. The model has allowed Avaya to concentrate on end user business, which in turn has led to greater opportunity for our business partner community,” says Leo Psara, managing director MENA, Avaya.

“We expect to see similar response here in the Middle East.”
As master distributor, Universal Solutions will help develop the existing Avaya business partner community. It will also handle the logistics and administration processes necessary for the reseller channel to function and meet customer obligations.

In theory, without channel management responsibilities, Avaya will be able to focus on pure business development and build its local market share. “Avaya will be able to concentrate its resources on creating and developing relationships with regional end users. The aim being to create greater opportunities for our regional business partner network being developed concurrently by Universal Solutions,” Psara explains.

Universal Solutions believes it will be able to bring some of the lessons it has learnt in the US market, to bear in the Middle East. However, the distributor is confident it can adapt its market model to suit the region. “Our business model for the Middle East differs greatly from our core operations in the States,” comments Jerry Mayo, CEO, Universal Solutions Middle East & Africa.

“Here, we will be firmly focused on the distribution of products and services to Avaya’s regional business partner community. Our role is to provide pre and post-sales support to the channel,” he adds.

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