Unified Communications Featured Article

Avotus CEO Paints Big Data Picture

January 09, 2017

Avotus bills itself as a provider of intelligent communications management solutions. Those solutions serve to help organizations optimize and manage their critical infrastructure investments and in telecom and technology. That’s more important today than ever given that virtually every company has become a digital company.

In light of this trend, and the fact that ITEXPO is just around the corner, we thought now would be an ideal time to check in with Avotus CEO James Martino to discuss digital transformation, what’s new with Avotus, and the company’s plans and expectations for the Feb. 8 through 10 event in Fort Lauderdale, Fla.

How has technology helped businesses grow?

Technology has literally changed every facet of the way businesses operate, and the change is happening at a rapid pace like never before.

According to the latest Worldwide Semiannual Big Data and Analytics Spending Guide from IDC, worldwide revenues for big data and business analytics will grow from $130.1 billion in 2016 to more than $203 billion in 2020. UC analytics and reporting software captures, organizes, and reports on UC big data. UC platforms can improve employee engagement and productivity. Relationship analytics is a modern analytics approach which taps the big data captured by UC analytics systems and combines it with email usage data to develop a picture of interaction frequency between employees, vendors, and clients. Companies use relationship analytics to manage change, identify risk, improve synergies, spot influencers, improve collaboration, enhance innovation, and discover talent and plan for succession.

The Avotus EUR solution captures multiple digital communication flows, and the analysis via TrustSphere platform in an integrated solution helps organizations gain real-time analytical insights around internal, partner, and customer-facing data relationships. 

Are you leveraging big data/analytics to operate more efficiently?

Our partnership with TrustSphere propels our Enhanced Usage Reporting platform into the heart of the big data space. This deal validates Avotus’ vision of seeing the rich data capture ability of EUR becoming a valuable hub for those delivering big data analytics. By deploying the TrustSphere Platinum product with EUR, clients can now analyze relationships within an organization and between employees and company vendors and clients in a useful way. EUR completed the puzzle for TrustSphere.

What are your thoughts on security and how to lower risks on this front?

It’s hard to go a day without reading about another major breach of government agencies or large corporations. I think the sensitivity is heightened, but I don’t think the focus is always optimal. There is a great deal of focus on how to stop outsiders from penetrating the firewall; there is way too little emphasis on ensuring against insider breaches, which could be both intentional and unintentional.

Monitoring employee use of the full spectrum of UC paths is a critical component of any meaningful security system.

IT departments spend millions building firewalls and email security, and it can all be bypassed with certain functions within most popular UC systems. I’m amazed by how many folks are not identifying that risk. File share, screen share, IM etc., all pose liability exposure, loss of intellectual property, employee abuse, and regulatory non-compliance.

To what extent are you leveraging APIs to enhance business opportunities?

We integrate our product with over 150 PBX, VoIP, and UC providers. We are using APIs more and more to expedite the integration work. Our products are integrated with Cisco, Avaya, Skype4 Bus, BroadSoft, and many others. Our head of technology will be attending the API vertical at ITEXPO 2017 to grow his understanding.

How has your business’ product development evolved over the past year as a result of emerging technologies?

ICM UM was rebranded as Enhanced Usage Reporting (EUR) with a refreshed user interface and was expanded to capture all unified communications usage.

Avotus UC 9 completed TrustSphere vision for Relationship Analytics. Email plus UC usage analyzed with Trustsphere platform [can be used] to spot patterns. Relationship Analytics feed into popular CRM Systems for greater insight into sales performance and vendor\client relationships.

What will Avotus be discussing at ITEXPO (News - Alert) next month?

The topic is The Growth & Importance of Data Analytics. UC platforms can improve employee engagement and productivity. Each interaction is a session, which can yield valuable data. This is where analytics come in. Avotus EUR has emerged as the big data hub for TrustSphere’s Relationship Analytics solution and future big data tools.

Organizations that want to gain real-time analytical insights around internal, partner, and customer-facing data relationships; identify risks; improve synergies; spot influencers; improve collaboration; enhance innovation; and discover talent and plan for succession will benefit most from this session.

What are you most looking forward to about ITEXPO 2017?

I love walking the show floor and speaking to people. I’m passionate about our topic of The Growth & Importance of Data Analytics, and I’m looking forward to hopefully a large group wherein we can elevate this conversation.




Edited by Stefania Viscusi




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