Unified Communications a la Carte: How Avaya Aura Differentiates Itself from the Pack

Unified Communications a la Carte: How Avaya Aura Differentiates Itself from the Pack

Unified Communications as a Service (UCaaS) is coming into its own. According to Gartner’s recently released Magic Quadrant for UCaaS, “2014 is the first year in which North American [multinational corporations] should consider UCaaS as a mainstream, viable alternative for UC deployment.” The global UCaaS market is anticipated to jump from $2.52 billion last year to $7.62 billion by 2018, and the field is becoming increasingly crowded with players.

Avaya, a veteran telecom firm traditionally specializing in networking hardware and telephony infrastructure, is making some interesting strategic shifts to differentiate itself from the pack. The company recently announced a major partnership with HPto deliver a joint portfolio of UCaaS and Contact Center as a Service (CCaaS) products. The deal gives Avaya better reach into global markets, and the two companies say they plan to partner to create new, collaborative communications features, as well. Those future innovations are no doubt a ways down the pipeline, but there are some unique ideas in the company’s current approach to UCaaS that are worth exploring.

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