Adarsh Kaul
Chief Marketing Officer
Avaya India

Brand Projections 2019

Avaya’s brand strategy revolves around three clear concepts – providing delightful customer experiences through its innovative services offerings, agile and open innovation and collaborating with the right partners. The company is focused on innovation by building open, converged and innovative solutions to enhance and simplify communications and collaboration, whether in the cloud, on-premise or hybrid or both.
 

Avaya also devises innovative programs for its partners to help them best utilize its solutions and create differentiated offerings. For example, through its recent initiative ‘Avaya & Friends’, Avaya is making advanced solutions available to its partners, who can use them to propose innovative, vertical-specific technologies for their customers.
 

Another clear strategy for Avaya is to invest into building great services.  Its blend of hardware and software is one of the key strengths that sets Avaya apart from its competitors. The company has continuously innovated in both software and hardware, enabling it to provide great services.
 

Transforming Customer Journey

Avaya has recognized the shift to an experience economy and has built its strategy around it. Be it its cloud solutions, or its industry leading product – Avaya Vantage, it is centred on providing customers with a seamless, flexible and yet an agile experience. Through the ‘outside in’ approach, Avaya ensures that each one of Avaya’s innovative ideas is inspired by its customers.
 

Avaya’s open-standards based approach incentivizes bold ideas, making it possible for its customers to push the boundaries and bring to market entirely new services and conveniences that forever change the way their industries operate. It is enabling its channel and customers to easily and incrementally integrate cutting-edge technologies with its proven industry-leading platforms.
 

Over the last two quarters, Avaya has invested a lot and has made significant strides in UC, CC, cloud and AI and all of these innovations are customer-driven and focused on what will drive value for the customers. Moreover, its open architecture and strong technology pipeline has prompted customers to take notice.

Security Action Plan

As businesses across the world digitize, security has emerged as one of the major concerns. Avaya believes that security has to be thought of as a key business priority rather than testing for security once the product/solution is already built. In 2019 and beyond, Avaya will continue to ensure that its solutions are secure and match the industry and global standards. From a go to market strategy perspective, Avaya is constantly working with its partners and customers to ensure they are looking at security with a keener lens rather than just a tick mark in the balance sheet.

Avaya is extremely focused in securing its offerings from the ground up, rather than looking at security as an after-thought. Avaya has decades of extensive experience in safeguarding personal data and helping its customers, that must comply with the highest standards of security (e.g., governments, other public authorities and organizations, such as financial institutions), to meet their legal obligations when it comes to privacy and security.