Avaya Bets On The S In SMB

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Avaya India is betting on the ‘S’ part of the SMB segment for its IP Office solutions.

The company defines a small business or an ‘S’ as any company with 2-249 employees, while it defines a medium business as one with 250-999 employees. Worldwide, the company has sold 1,60,000 IP Office boxes and currently has a market share of 19 percent.

“In India too our market share is in the double digits, and we want to increase it and level it with our global market share. The target is achievable since there’s a huge addressable market of $75 million in India,” said Adil Doctor, Director, SMB Sales, India & Saarc, Avaya.

IP Office is basically a hybrid PBX with a server that supports analog, digital, IP and SIP capabilities in one box. It can scale up to 32 locations and support 1,000 users.

Doctor said that there are pre-configured bundles available for partners, with an entry-level 32-user bundle starting at Rs85,000. There are two more bundles for 54 and 100 users.

Redington and Beetel would drive the business through resellers. “As of today we have 400 resellers, of which only 20 are certified for the Avaya Connect Partners Club. There are another 80 partners who consistently sell 5-10 bundles per quarter. We want to increase this base,” said Doctor.

The company recently concluded a 9-city roadshow to acquire new partners and educate the existing ones. “We spoke about the SMB opportunities. There were live demos of the IP Office and on-the-spot registrations. We are looking at partners who have a strong PBX- and voice-based business,” he said.

In a market with several established players such as Siemens, Panasonic and NEC, Avaya said that its integrated approach would be the main differentiator.

Avaya says it gives partners 25 percent margin on every bundle sold. “Plus there are opportunities to up-sell and cross-sell unified communication and contact center solutions,” said Doctor.

Avaya is also developing vertical solutions and has already released IP Office for the hospitality segment. “Our partners integrate IP Office with the Property Management System and other middleware acquired from various industry-specific SIs (for instance, from Telesoft and FCS for the hospitality industry). The solutions are tested at our DevConnect Lab in Bengaluru and then released in the market for reselling,” Doctor said. The company has created IP bundles that partners can sell for 50-, 100- and 150-room hotels.

The company is also targeting small BPOs. “We are developing solutions for smaller, domestic BPOs (10-50 seats). We also want to explore the trend wherein enterprises want in-house contact centers,” said Doctor

source : crn
 
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