Vendor Avaya used its partner conference in Spain to unveil a channel-centric outlook and pledge its commitment to simplifying the way it does business.

The event, which took place in Madrid earlier this month, was attended by 330 representatives from 170 companies across 45 countries.

Avaya chief executive Charlie Giancarlo revealed that the company sold 78 per cent of its products but just 22 per cent of services through the channel.

Giancarlo outlined his goal to push those amounts to 85 and 35 per cent respectively over the coming year.

“We have been difficult to do business with,” he admitted. “We want to reduce the product line complexity and reduce variations of what is effectively the same product. We want to streamline and simplify the way we do business.”

Giancarlo also unveiled plans to roll out a standardised global channel programme. Business will only be taken if the customer demanded and the deal was signed off by an Avaya vice president, he added.

Giancarlo reassured delegates that Avaya’s private equity backer, Silverlake, knows the technology industry well and would support the company for some years to come.

Recently appointed vice president of worldwide channels, Jeremy Butt, assured smaller partners that Avaya was equally as committed to them.

“We have to focus on the winning relationships we have and not worry about what percentage of our business you represent,” he said.

“We need consistency, integrity and predictability as a vendor and must ensure we do not give you any surprises.”

Tony Parish, managing director of Platinum Partner G3 Telecommunications, welcomed the plans to globalise the company’s channel programme.

“That makes a lot of difference for us as a lot of our customers have international presence and it has been a challenge to get things done in certain areas,” he said.

“The new guys in charge have real passion and are absolutely committed to doing what they have said.”