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Avaya seeks channel partners for midmarket

Initiative part of vendor’s wider SMB and midmarket focus in the Global Growth Markets theatre

Avaya seeks channel partners for midmarket
Hani says Avaya has started to engage partners with the aim of cementing its reach and offerings in the midmarket segment.

Avaya, a provider of solutions that enable customer and team engagement, has revealed that it is seeking to recruit channel partners that will help it address the growing midmarket in the Global Growth Markets (GMM) theatre.

The move comes as the vendor seeks to grow its solutions offerings in the midmarket space following the success the vendor has enjoyed in the SME segment where firms have 100 or less employees.

Fadi Hani, director, Midmarket Global Growth Markets, said in an exclusive interview with Channel Middle East at the Avaya Technology Forum currently underway in Dubai, that Avaya has started to engage both large and SME partners with the aim of growing the company's reach and offerings in the midmarket segment.

"We have started to build a team to focus on the midmarket space from a geographical, channel and technology point of view," he said. "In rolling out this initiative, we are seeking to help partners address the needs of this important market segment where Avaya is witnessing phenomenal growth in the last 12 to 18 months in the GGM theatre."

Hani said the company's approach to addressing the midmarket space is two-pronged as it is recruiting new partners, while grooming and growing the existing solution providers. "We have seen tremendous growth in double digit in the midmarket space especially the high end sector in GGM," he said. "We want our partners to take advantage of the opportunities Avaya is offerings this market segment with end-to-end solutions."

Hani added that in seeking new channel partners, Avaya would like to ensure that its channel partners that come on board will be one-stop shops to their end user customers supplying end-to-end solutions in the unified communications, video, networking and security space. "Most midmarket firms have one decision maker for all all the technology purchase requiremments. In bringing new partners, we are also helping them to develop the much-needed business skills that would help their midmarket clients to arrive at the best technology solution for their businesses," he added.

He pointed out that part of the recruitment drive is focusing on bringing partners that will be trained and certified in both sales and technical areas.

Hani reiterated the recruitment focus is not on quantity but quality as new partners that come on board will have to be trained and certified. "We want to have partners that share the same vision and philosophy with us in terms of the whole solutions approach," Hani added.

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