Industry News from Cloud IT

IDC Names Avaya As Major Player in Videoconferencing Market

July 21, 2016

International Data Corporation (IDC) uses its MarketScape reports to provide analysis of how major vendors fit into their respective markets. In its latest report, “IDC MarketScape: Worldwide Enterprise Videoconferencing Equipment Vendor Assessment,” IDC tackles the business communications software development market and names Avaya as one of its “Major Player(s).”


Avaya’s presence is well known within that community. For years, it has developed software for businesses large and small to help those entities perform high-quality customer service and keep a link between their team members. Avaya’s position as a Major Player marks it as one of the prominent picks out of the 11 vendors on which IDC focused in this research. Gary Barnett, the senior vice president and general manager at Avaya, commented that it is his company’s focus on video that sets it above the rest.

“It’s interesting to witness the evolution of attitudes towards adoption of video in business: not too long ago, video was a luxury for high-end executives; then, a nice to have – depending on budgets,” Barnett said. “Today, meetings are regularly held with participants attending from hotels, corporate, branch and home offices, and contact centers to accelerate the productivity and mobility of today’s workforce. As digital business moves ever faster, it’s video that helps a company keep pace and often, get ahead of the competition.”

This has been Avaya’s focus for many product development cycles. It has paid attention to the market that, Barnett remarked, has changed to meet the needs of various types of businesses by becoming cheaper and more agile.

Think about the first time that customers knew they could video chat with customer service representatives. Think even further about how video has become an essential part of the human experience both inside and outside the workplace. Consumers flock to their smartphones to take advantage of software such as FaceTime and Skype; likewise, businesses follow suit and look to similar products to feed that need for their own employees.

Companies such as Avaya help make it possible, first, for customers to speak with brand representatives in a medium that makes sense to them. Customers come straight from a video chat with friends to a video chat with a brand, which provides a baseline that helps make interactions between both parties all the easier. This mindset also extends to the employee-based interactions where individuals can participate in a company meeting from a remote location or can reach their coworkers on the floor above. One click or tap of the video chat can initiate a call between two or potentially hundreds of people.

IDC cites its “2016 U.S. Enterprise Communications Survey” when it notes in this announcement concerning Avaya that the videoconferencing market will continue to grow in the coming years. It said 86 percent of its survey respondents indicated that they either currently use videoconferencing or will adopt the practice within two years. If that trend holds true, vendors such as Avaya and the rest of its competition should continue to have many new customers to serve. And in Avaya’s case, it will give company officials more of an opportunity to follow the flow of market demands and hold its place as a celebrated figure.




Edited by Alicia Young

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