Having expanded into about 90 countries, global VAR coalition the Aura Alliance is looking to kick on after receiving the backing of vendor partner Avaya.
The vendor's moves to shift away from direct sales have, over the past three years, left a number of big-ticket contracts up for grabs, and several worldwide networks of top partners have formed. One such group is the Aura Alliance, which came together in 2009, with London reseller G3 Telecommunications one of the driving forces behind its formation.
The operation now has about 50 members worldwide, covering around 90 countries. G3 managing director Tony Parish claimed that, although the Alliance has a presence in places such as China, Hong Kong, Singapore and New Zealand, he is keen to sign up more partners across the Asia-Pacific region.
"I am talking to someone in Taiwan," he added.
An Aura Alliance partner council was recently formed, on which Avaya senior director of EMEA channels Jan Lawford (pictured) will sit. Parish welcomed the vendor's backing and stressed that the coalition took care to obey all the rules of the Avaya Connect partner programme, including those related to product provenance.
"We always follow the Connect programme rules; we do not shift kit out of theatre," he added. "It is very positive for us and our customers to have that active Avaya involvement."
Lee Shorten, UK managing director at Avaya, recently told ChannelWeb that he has taken part in Aura Alliance events, adding that the vendor is keen to support VAR coalitions that are "fair, equitable and transparent".
"The biggest opportunity for success is partnering [with other partners], and we actively encourage it," he added.
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