Towards the end of May, Avaya announced that it would be offering the globally-recognised quality that customers have come to know and appreciate in its desktop and conference phones, in an open standards portfolio for service providers. Collaborating with BroadSoft, the company will be creating a full portfolio of open standards and SIP-based devices available for service providers that have established their interoperability within the BroadSoft Business BroadWorks platform.
Following on from their recent, fast-paced evolution, Frost and Sullivan expects that SIP phone shipments will more than double five years from now, offering new levels of functionality to businesses. In other words, it makes sense that Avaya have chosen to take this route as they evolve their company.
What to Expect from the Portfolio
In a move that validates the Avaya open standards, their SIP-based conference and desktop phones, complete with access to the BroadSoft Business Suite, marks Avaya’s first step towards a new and expanding market. BroadSoft have already established themselves as the market share leader, with 41% of cloud-based unified communications, and an open platform adopted by 25 of the top 30 service providers in the world.
Avaya will be building on BroadSoft’s existing success with an open standards SIP-based conference and desktop phone portfolio that offers powerful, simple, and affordable endpoints to a collection of third-party cloud control solutions. Today, the portfolio includes:
- A new conference phone
- A new desktop handset
- The new “Avaya Vantage” phone
Additional hardware should be introduced over the next year or so, to support various job functions and user cases. The phones can also be accessed with white labelling solutions, or co-branding according to service provider needs.
A Positive Step for Avaya
Over the years, Avaya have earned a reputation for incredible audio quality and security. Since growth in the UCaaS area gives them a great chance to evolve and improve in the future, offering premium services to their customers, Avaya are thrilled to start their move with BroadSoft. According to the Vice President and GM of Avaya, Mark Monday, the brand is looking forward to leveraging mutual market leadership with the other industry giant.
Similarly, the chief digital and marketing officer for BroadSoft, Taher Behbehani, noted that the company is delighted to be working alongside Avaya to offer phone alternatives to service providers in the UC space.
As the open market for SIP phones continues to thrive and grow, triggered by bigger and better deployments in hosted and cloud-based communications, and the need for businesses to secure endpoint investments, this marks a positive step for Avaya. The brand’s choice to jump into the growing market is certainly a strong one, as they introduce a simple, yet powerful device, capable of establishing them within the industry.
According to digital transformation experts, Avaya is well on its way to maintaining its value as one of the leading vendors in IP desktop revenue.
