Avaya has dispersed some of the cloud surrounding its future distribution strategy in the UK and across Europe, confirming that a cull in numbers is on the cards along with the introduction of new vendor-style distributor certifications.
Thomas Veit, Director of European Distribution, stated that Avaya will study the performance of its five UK distributors and score them based on who brings best value to the Avaya business. "It is clear that five distributors is too many," he said. This is not a short-term project. We are looking at all of the possibilities and checking who is bringing value to the business. Each of the existing distributors brings good value but it cannot stay at five in the long-term."
In Europe, where Avaya has 52 distributors, the vendor is seeking a balance between multi-country and strong national players, according to Jeremy Butt, VP, Worldwide Channels, who is 'not in a hurry' to make snap decisions on a reduction in numbers. Butt said: "We are clear on what we need to do, but we won't rush into it. A lot depends on the value add that the distributor brings."
Butt noted that Avaya will soon require distributors to be certified technically. "Historically, vendors have asked for certification from their reseller and direct partner channel. We will bring this in for distribution, not at the extreme technical end, but from a sales perspective so that they know what they are doing."
Butt expects to execute aspects of Avaya's distribution strategy by the year end. "This is not a shot-gun approach. I don't believe in burning relationships, so at any time where both companies realise there needs to be a separation, it will happen, and it needs to be done sensibly," he commented. You never know how things might change, and you always have the possibility of getting together again."