26 INTERVIEW // AVAYA
Creating Composable Solutions for the Everything Customer Avaya’s Fadi Moubarak on the Composable Enterprise and how the channel can transform to support it.
I
t’s no secret that life and work have changed dramatically over the past year, and the IT channel is still grappling with those changes. Businesses who were once regular channel customers are now stretched to breaking point. While others are showing incredible growth that partners are working at break-neck speed to match. Avaya, the global leader in solutions to enhance and simplify communications and collaboration, believes it has these changes worked out, and indeed how the channel can respond to them. The firm’s recent Life and Work Beyond 2020 research revealed that the pandemic has created lasting change in how we as consumers want to work and shop. “As workers, we want a hybrid work environment that offers more choice and eliminates an inflexible daily grind. As consumers, we want to interact with businesses through the channels we prefer, and we expect in-the-moment responsiveness to address our unique needs,” the report said. How do partners help their customers address these changes? We spoke with Fadi Moubarak, Vice President – Channels, Avaya International, to find out.
Fadi Moubarak, Vice President – Channels, Avaya International www.tahawultech.com // Reseller Middle East // MAY 2021
What does the market look like today? The market is still at a stage where it’s trying to figure out what the changes are and where exactly the impacts lie. No-one is questioning what we’re seeing – for instance changing consumer values, or the preference for hybrid working environments – but businesses are trying
