Real Time Communications Featured Article

Avotus CEO Discusses UC, Company Advancements & His Dream Business Scenario

December 14, 2015

Avotus Corp. this year launched four new products – Enhanced Usage Reporting for UC 9, Integration of its EUR with TrustSphere Relationship Analytics, the IT Asset Management Robot, and its Wireless Employee Value Program – all of which the company says position it as a key player in asset management, big data, security, and unified communications.

The company’s Intelligent Communications Management - Enhanced Usage Reporting, which was the recipient of TMC’s 2015 Communications Solutions Product of the Year Award, integrates, tracks, and reports on usage for unified communication services. Via Avotus’ relationship with TrustSphere, the partners offer a joint relationship analytics platform that combines the former company’s big data capture capabilities with the latter company’s social network analytics technology. As for the ITAM Robot, which was unveiled by Avotus just last month, it builds and monitors telecommunications and IT asset inventory. And the Avotus Employee Value Program, also announced last month, extends corporate wireless discounts and mobility shopping to employees via an online retail portal.

RealTimeCommunications recently interviewed Avotus CEO James Martino about his dream business scenario, his company’s efforts this year, and his expectations for the year ahead.

What did 2015 look like from the Avotus perspective?

Martino: This was the year we saw significant adoption of UC and cloud-based VoIP. It was also the year that Avotus recognized the significant inherent risks that UC deployments contained and alerted the market to mitigation of risks via EUR. This was a big year for Avotus as part of an overall turnaround plan designed to remake a 35-year-old firm into an innovative thought leader with leading-edge products. I believe we accomplished that in 2015. For 2016, we will focus more on harvesting our product development and actualizing bigger revenue streams. 

What did you see this year that got you excited?

Martino: GENBAND CEO David Walsh said that ‘reporting will become table stakes in the UC space.’ We love that endorsement of what we are doing. 

If you had to make one bold prediction for 2016, what would it be?

Martino: We will see the emergence of the smart network, self-monitoring, optimizing, and reporting in dynamic new ways – smartphone, smart TV, smart network.  

What challenges will Avotus and its peers face in the year ahead?

Martino: The industry is moving from a commodity sale\software sale environment to a solution-selling environment. That requires a different approach, more advanced selling skill sets, and more consultative marketing and messaging. 

What will it take for real-time communications to really take off?

Martino: We need more drivers other than cost and convenience. I think as big data becomes more central to managing firms, you will see growth in systems and software that allow companies to capture, organize, and analyze data. 

Edited by Stefania Viscusi

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