Avaya Unveils New Mission Statement, Tagline and Brand Presence

Partners played a big role in formulating Avaya's rebranding.

Edward Gately, Senior News Editor

November 13, 2018

3 Min Read

Avaya has launched a new mission statement, tagline and refreshed look reflecting its own transformation and its strategic vision for the future.

The rebranding signals publicly what leadership at Avaya has been working towards through acquisitions, investment and the research and development of products and services during the past year, according to the company.


Avaya’s John Colvin

John Colvin, Avaya’s head of global partner marketing, tells Channel Partners his company provides the services and technology that “our partners need to make human interaction possible, and we want our technologies and services to help our partners do so in positive and memorable ways to give them a competitive advantage through the experiences they provide.”

“Avaya launched its new website, a new way of communicating and engaging, and a new visual identity that reflects the modern, innovative, customer-focused company that we are,” he said. “Customers are at the center of this new vision and our partners are at the forefront of these customer experiences. As such, our partners have fully embraced our tagline of ‘Experiences that Matter’ in everything they do to serve our collective customers. We’ve simplified our navigation online so partners can easily and clearly find everything that Avaya has to offer. It’s the new Avaya: bringing our wealth of experience to bear for our partners as they transform digitally and embrace new innovation like cloud, artificial intelligence (AI) and mobility. It also reflects a broader commitment by Avaya to simplify our routes to market.”

Partners played a big role in formulating the rebranding, Colvin said.

“Avaya is constantly discussing the state of our business and the industry with our partners, we’ve also tapped into feedback from individual discussions, partner forums and research with customers and partners around the globe to form the basis of our new mission statement, tagline and new branding,” he said. “Our partners told us that Avaya should lean into its rich and valued history and reputation for reliability, partnership and trust. Avaya’s business legacy is a significant asset that we have retained as we transform the company to be more agile and innovative. Partners choose Avaya because we’ve proven our ability to enable positive customer and workforce experiences.”

Partners want Avaya to be “bold, innovative, and to reduce complexity,” and that is reflected in the brand and the company’s business, Colvin said.

“Our partners and their customers require secure, intelligent connections delivered on-premises, in the cloud or in a hybrid environment,” he said. “The rebrand is a signal for our long-term approach on how we will conduct business, not a short-lived marketing campaign, and we believe it will serve as a foundation for the company’s and our partners’ future growth and success.”

Avaya also unveiled a new line of 17 different open SIP devices that work with a variety of cloud-based UC systems. Steve Brock, director of Avaya desktop experience marketing, said his company’s entry into the open SIP market “opens the door for our partners to address a market that Frost and Sullivan says will be $2 billion by 2021.”

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About the Author(s)

Edward Gately

Senior News Editor, Channel Futures

As news editor, Edward Gately covers cybersecurity, new channel programs and program changes, M&A and other IT channel trends. Prior to Informa, he spent 26 years as a newspaper journalist in Texas, Louisiana and Arizona.

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