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Resellers must bulk up UC strategy to exploit recovery

Alex Scroxton

Resellers that want to be in the best possible shape as the economy emerges from the recession should already be lining up on the starting blocks, with unified communications (UC) and process automation a key part of the recovery plan.

With an increasing amount of coverage in the national media suggesting that the British economy is reaching the bottom, resellers that want to be in the best possible shape as the economy emerges from the recession should already be lining up on the starting blocks, with unified communications (UC) and process automation a key part of the recovery plan.

With an increasing amount of coverage in the national media suggesting that the British economy is reaching the bottom, Avaya's new UK managing director, Lee Shorten said he saw "a growing willingness to get out of it [the recession]".

"I would like to think we are at the bottom of it," he added.

Shorten said that many end-user customers were already starting to position themselves for the recovery, and advised resellers to do the same.

"They should be putting plans in place for what happens when they suddenly turn over 15% more one quarter. You have to really cement your position, because when customers start spending again it's the right time to maintain brand loyalty," he said.

UC will naturally continue to play a big role in the recovery for Avaya, but others are suggesting that it's time to move on.

Sam Williams, general manager of contact centre UC specialist Zeacom, believes the next big thing will be process automation, and says we will be hearing a lot more about it in the next few years.

"UC is often a marriage of disparate technologies and process automation ties together that technology to improve workflow efficiency," he said. "You could almost describe it as next-generation UC because both are about improving efficiency."

Williams suggested that despite the hype, UC had not taken off in quite the way many had hoped, and criticised vendors who had confused the channel by approaching it from different directions.

Shorten agreed that partners should look to building process automation as the next layer of their UC strategies as part of an overall recovery plan, saying: "There will be revolutionary changes coming out of the customer community. It's a great time for end-users to reinvent themselves."


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