It's Time to Take Another Look at Avaya

Story and images by Zeus Kerravala / No Jitter

A recent analysis of Avaya looked at every element of its business, including go-to-market, financials, product innovation and roadmap, and compared it to the current market transitions.

I recently did a project with Avaya where I interviewed all their top executives and analyzed where the company stands today in relation to the markets that Avaya plays in. The result was a comprehensive report (available at the ZK Research home page).

The report goes into depth and includes some case studies and product detail, and I thought it was worth summarizing here. The analysis looked at every element of Avaya's business, including go-to-market, financials, product innovation and roadmap, and compared it to the current market transitions.

First, for a bit of background, part of my research methodology is to look for markets in transition. I'm a firm believer that significant market share shifts only happen when markets themselves shift. If there's no shift, there's no reason for customers to choose a new vendor. Once in a while the industry might see something like when HP jumped into switching and grabbed some share, but they did it by offering products at a dramatically lower cost. These situations, though, are rare.

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