Avaya customers (of which my company is one, just to declare my interests up front) and Nortel customers got to see Avaya’s much-heralded combined Avaya-Nortel roadmap for the first time on a webinar yesterday. I won’t do the full rundown of which products are for the chop and which will live a full and healthy life, as Allen Sulkin and Sheila McGee Smith have done a very nice job of summarising the key points over at Nojitter.com.
What did strike me when reading through the detail, was how little the marketing messaging has moved on over the past two years. In 2008 I led the communications campaign to launch OpenScape UC Server at Siemens. As I watched the tweets come in today from Elka Popova, Steff Watson and Sheila, I would not have blinked if you had told me that they were tweeting at the 2008 Siemens’ analyst roadshow presentation – the key messages were that similar:
- Nortel customer can upgrade at their own pace using Aura: that’s like the Siemens OpenPath migration message.
- Avaya Aura: still very similar to the OpenScape UC Server message from 2008.
- Contact centers will be SOA-based: At Siemens we said this almost two years ago.
Before I’m accused of pro-Siemens bias (for the record: I know longer have any connection to them), I can understand why Avaya took a cautious approach. They probably saw this as a meat and potatoes announcement for a crowd that likes meat and potatoes – and who were primarily concerned with how long they would have their current solutions before they were chopped from a streamlined Avaya portfolio. Nonetheless, it did strike me that this was a missed marketing opportunity.
As I read the coverage though, I wondered what a sprinkle of Steve Jobs style magic could have achieved. This was a large and fairly friendly audience – people who have a vested interest in seeing Avaya succeed. They could have set out an exciting vision and made some new announcements. Maybe they could have announced full integration of Skype into Aura? Or some new mobile clients? Perhaps a snazzy new interface for businesses to integrate social media and UC with corporate security controls? Instead of that, there were calming statements on how aligned the technical vision of the Avaya and Nortel sides had been (unsurprising – most PBX vendors have a similar view of the market) and some end-of-life announcements – nothing to really blow your mind.
It’s hard not to focus on handling existing customers’ sensitivities in the middle of such a major merger. But the market will not wait – and the competition in the UC market is relentless, as Cisco, Siemens and others are showing. I hope that Avaya now go on to prove to customers that they remain leading UC innovators, who will still be relevant to both Nortel and Avaya customers for the next ten years.
What do you think? Am I being too critical? Or do you like a bit of Apple-style bling served up with your unified communications?