Transformation with the least disruption

Avaya’s President for Europe, Nidal Abou-Ltaif opened this year’s Avaya Technology Forum (ATF) in Bangkok with an observation that while there is market retraction, there is also growth in some sectors like education, financial services and e-commerce.

Observing that the contact centre is the hub between end users and businesses, he opined that Avaya is in perfect position to influence the customer digital experience.

A lot has happened for this company that traditionally offers voice services and solutions. Nidal described changes within Avaya, as having had to repackage what they deliver to users, with emphasis on retraining their sales force and having an approach of tailoring technology to fit what users want, so that customers are at the centre of their business.

He said, “Since 2009 with Nortel acquisition, we have stopped acquiring things to do with voice and traditional technology and started acquiring video and application and software (capabilities). We have moved to being a software company.”

Today, at least 73-percent of Avaya’s revenue (during the first fiscal quarter) comes from new cloud-enabled technologies, software and services.

Nidal also shared that Avaya customers have taken charge of their digital transformation, telling Avaya that they want to reduce cost, deal with uncertainty, maintain growth and stay on the path to digital transformation.

With that in mind, Avaya had launched its Digital Transformation-as-a-Service (DXaaS) concept, a combination of cloud-based solutions and professional services that is offered “as-a-service” for businesses in APAC that Nidal noted are facing unprecedented challenges to evolve digitally whilst managing disruption in their respective industries.

Closer to home

Avaya’s ASEAN Managing Director, Richard Spence, viewed the challenges that the Malaysian Ringgit is facing, as a great opportunity to capture market share, particularly in areas of their product flagship like networking and video technologies.

“(Businesses in Malaysia) are more willing to look for value, as a result of currency devaluation,” he said adding that Avaya had also recently signed up a local bank as a customer.

Avaya Malaysia is also in close regular contact with the local public sector, having deployed their in the MAMPU-driven 1Malaysia One Call Centre(1MOCC) project.

According to Spence, MAMPU or the Malaysian Administrative Modernisation and Management Planning Unit is already looking at a phase 2 implementation of the project, and how they can enhance and increase the level of automation and level of service for Malaysians, with 1MOCC.


(This journalist was a guest of Avaya’s to their Technology Forum in Bangkok, Thailand).

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