Historically, deploying unified communications applications, which combine data, voice, and video information, has been difficult for small and medium businesses. These applications are complex, often require a great deal of integration work, and can be difficult to manage. Launched in the spring 2009, Aura is Avaya's attempt to simplify the deployment issues. It is designed to map applications to individual employee profiles; support centrally managed, enterprise wide dialing plans; and reduce the number of local application servers needed to run UC applications. The integration of Avaya's interface with Polycom's Open Collaboration Network interfaces should make it simpler for companies to deploy UC applications based on those companies’ products.

Once the Cisco/Tandberg deal was consummated, Polycom has been on tear, forging close relationships with IBM, Microsoft, Juniper Networks and Siemens in their development of UC applications. These vendors clearly see Cisco as a common enemy and have determined that working with Polycom enables them to offer customers a more complete solution. Cisco could counter by saying that its approach is more holistic than those from competitors and dealing with one vendor is usually easier than working with two.

Longer term, it will be interesting to see how the market evolves. Will companies opt for a one stop source or will they bet on Poylcom and its partners? Hard to say. Also, while Polycom allies benefit in the short term from their relationship, moving forward it is unclear how it will play out. These vendors may find it difficult to differentiate their products from one another since they have a common base. Also, the overlap among their initiatives may increase as Polycom adds more non-video features to its products and allies add more video capabilities to theirs. Also, one vendor may follow Cisco's lead, purchase Polycom, and try to fold it into its product line.

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