Brand Positioning vs. Marketing Tactics 

We at Avaya, are focused on deriving maximum tangible benefits from data by turning it into actionable results. We have clear agendas on what we hope to achieve or improve upon by using big data. We are poised to capitalize on market transitions and constantly spend on technology that improve flexibility and simplify the communication and networking tiers of IT. Avaya has consciously made a commitment to shift towards open, agile systems that ensure customer success.

Our brand strategy to be customer focused at all points does not only reflect how we do business but it also drives it. Post emerging out of Chapter 11, our brand strategy is even stronger, we have transformed our business model, removed barriers to stronger customer relationships and embraced technologies essential for future growth. We are a customer driven brand and customers are at the heart of everything we do. We give our people the opportunity to get closer to customers and their changing needs. We are driving simplicity everywhere at Avaya. Our investment in technology will expand our ability to meet the transforming needs of our customers, while simplifying adoption. We are giving customers and partners the same capabilities that our R&D team has and the complete freedom to define and build their own user experience.

Good data for a Good Brand Strategy 

Digital has changed the way industries function and this has had a huge impact on how organizations today look at branding, marketing, communications and every other aspect of their business. With digital solutions being adopted across all business functions, it is important to study data, make sense of it and take important business decisions based on analytics insights. 

At Avaya, we believe customer experience enabled by data is the way forward. Our strategy is to ensure that we leverage Big Data to fine-tune customer experiences. In today’s smart, digital world, big data has opened the floodgates to never-before-seen possibilities. It has the power to course-correct potentially devastating outcomes. 

R&D driving Growth

We have a strong focus towards R&D, especially in India. India remains one of our key R&D centres and a global innovation platform for Avaya. 45 per cent of Avaya’s R&D already happens in India, with the company’s latest communications platforms being built here. We have three key R&D centres in India and 30% amount of our products are built out of India.  We aim to keep increasing our focus on strengthening research and development (R&D) in India as we believe that strengthening our commitment towards R&D will help us provide the best of solutions and services to our customers and drive a stronger force towards future growth and innovation.

Route to Market Strategy

2018 is an important year for Avaya. Last year, we emerged from Chapter 11 and in 2018 we became a listed company. As we emerged from Chapter 11, we have 300 million dollars extra in cash and we are going to invest heavily in strengthening our R&D capabilities across the globe, invest in emerging technologies and look at acquisitions wherever there is a right fit and synergy. 

Our go-to-market strategy has been very simple – help our clients do what they do better. We are very uniquely positioned and have been able to integrate our solutions into the customers’ infrastructure seamlessly and effortlessly over the years. With us, customers have the flexibility and agility to choose their own environment, infrastructure and existing technology and not worry about integration. We are constantly investing in training and skilling our partner community to help them grow and also help us reach out to a larger audience. 

In 2018, we will continue with our commitment towards the India market, investment in cloud and other technologies as we evolve.