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That’s the title of my latest post for BCStrategies, and it’s a follow-on to my earlier post about Avaya’s recent Engage event in Phoenix. I was one of a handful of analysts at Engage, so you may not have seen much coverage from our circle, and I trust you’ll find this writeup of interest.

In short, it was clear from Engage that Avaya has gone all-in, not just to compete, but to win. The bigger question is whether Avaya’s customers and partners will reciprocate and go all-in with them. There’s a lot at stake here, with plenty of advocates on both sides of the fence.

Being an analyst, I try to present a balanced perspective, and on the whole, I’m coming down on the plus side. Half-measures won’t work in this market, and if Avaya can execute on their all-in strategy, they should be able to hold their own for years to come. Here are my thoughts from Engage, and I’d love to hear whether or not you’re all-in now with Avaya.