Unified communications specialist ShoreTel has appointed industry veteran George Atrash as its managing director for Asia Pacific.
His Texan predecessor Vasili Triant has taken a senior role in the US with ShoreTel’s mobility division.
For the past five years Atrash headed reseller giant Dimension Data’s largest business division.
Previously, he was Cisco’s regional channel director for the sub-Saharan African region, based in South Africa. After that he was head of Microsoft’s enterprise partner group in Africa.
ShoreTel said its unified communications solutions are cheaper and simpler than those of its main rivals such as Cisco, Avaya and Microsoft and that it is taking market share from them in Australia. Atrash said was largely due to rivals' failure to convince customers “that the more complex the solution, the more it offers”.
“The single, biggest challenge faced by IP telephony customers was working with vendors that adopted a complicated smorgasbord approach to their communications needs,” Atrash said.
“Bolting on hardware and software options to an otherwise one dimensional telephony system almost always costs customers more money and provides them with less management and a more complex solution at the end.”
He said ShoreTel had scalable and easily manageable open-architecture solutions that provided the lowest cost of ownership.
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