Like vultures, elements of the press and a section of Avaya's rivals circled low above the vendor when it filed voluntary petitions under Chapter 11 of the US Bankruptcy Code. With the scent of blood strong in their noses they sniffed an opportunity and grasped at it with both talons.
Naturally, outright opportunists do not baulk when it comes to stirring things up to grab a sensational headline or unsteady the ground beneath resellers loyal to their troubled brands.
Ironically for the disrupters, perhaps in its perceived ‘death throes' Avaya has pursued a course of action that, if anything, will breathe new life into the business which, by the way, is profitable.
No doubt there is uncertainty in the market following the move and investments in its technology may be brought into question. But is Avaya's future any less certain than the day before it decisively set about sorting out the restructuring of its debt?
For years speculation and rumours have created a storm of uncertainty around Avaya, but the business continued to do well and retained the loyalty of a staunch band of resellers and customers.
Even with the dial turned up on the hype around Avaya's Chapter 11 move, we can only see the vendor ringing up more of the same as it evaluates its options in terms of selling off assets and securing new funding, while repositioning as a software-focused company and achieving the flexibility to invest in innovation and growth.
Adept Telecom CEO Ian Fishwick noted, ‘Avaya will continue as a brand and as a business. US companies that successfully entered and emerged from Chapter 11 include General Motors, American Airlines, Texaco, Macy's and Bloomingdale's'.
So, you don't need to be Mystic Meg to predict where all this is likely to end up. For the industry's sake, Chapter 11 will hopefully signify the turning of a new page and the start of another episode in Avaya's ongoing story.