Avaya announces new Edge partner programme

by Agency News   4 November, 2016
Avaya announces new Edge partner programme

Strong Avaya community engagement during launch of Equinox at Gitex 2016.

Avaya announced a new streamlined channel programme that gives partners the flexibility to meet their customers’ needs in today’s fast-paced digital marketplace, while providing greater rewards for those partners that deliver exceptional value. This new programme, Avaya Edge, will help drive mutual profitability and better equip partners with the skills needed to help customers achieve their digital transformation objectives.

Globally Avaya has been looking at reducing dormant hardware channel partners across 2016 and enlisting more active software driven channel partners.

Key elements of the new programme include:

Simplified structure

Streamlined requirements and new gem designation levels: Diamond, Sapphire and Emerald, reduce complexity and the resources needed for partners to manage the programme. For example, the Avaya Edge reduces the amount of time partners previously required to complete credentials by up to 50%, and partner co-delivery performance metrics have been reduced 56%.

Greater benefits

Partners are now compensated for a broader scope of revenue, including not only hardware and product sales as well as recurring services and software. In addition, new incentives will reward partners for strategic areas of achievement, such as customer value, growth and new product adoption.


The new programme is better structured to accommodate and adapt to ever-changing industry, customer and partner dynamics. The introduction of five partner tracks aligns with their go-to-market model, and maps partner revenue targets and rewards based on track and geographic region.

To support the transition, existing authorised partners are evaluated under both the previous and new programmes and awarded at the higher level for the first six months.

“The strength of a channel programme is the degree to which it enables the success of its partners, and recognises and applauds their unique capabilities as they apply them to serve our customers. In response to the feedback provided by our partners and customers, we are introducing the Avaya Edge programme to provide the flexibility required in the market today, within a supportive structure. This new programme empowers our channel partners to take our innovative solutions into the marketplace and help our customers achieve their digital business goals,” said Fadi Moubarak, Channel Leader Europe and AMEA at Avaya.

“Organisations of all sizes in the Middle East and Africa region are looking to work with technology partners that can give them greater flexibility and agility so they can better meet their customers’ expectations. As Avaya has successfully transitioned into a software-and-services led company, it needed to change its channel programme to reflect this transformation. The Avaya Edge partner programme will better enable an enterprise partner to meet their digital transformation objectives,” said Manish Bakshi, Managing Director, PACC MDS.

Fadi Moubarak, Channel Leader Europe and AMEA at Avaya.
Fadi Moubarak, Channel Leader Europe and AMEA at Avaya.

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