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Whether the customer interacts in person, online via a personal digital assistant (PDA), laptop or phone business convergence is the principle of a single line of communication supported by a 'customer culture' (ie flexibility to communicate with and service the customer when and how they want - as their needs evolve).

The new Centre aims to further understanding of how organisations can develop business convergence to improve customer relationships, reduce costs and gain competitive advantage.

Also, the Centre showcases Avaya's current and future converged voice and data products and services. For example, the Centre shows a multimedia contact centre which routes and records communications activities across Web, voice, email and fax, and presents a single, integrated view of all customer contact irrespective of the communications channels used.

At the event, the Minister was briefed on how Avaya is breaking new ground in converged communications by building one of the world's largest converged voice and data networks for the 2002 FIFA World Cup held in May and June this year in Korea and Japan.

Douglas Alexander, e-Commerce Minister, MP for Paisley South said, "The benefits of broadband for the UK are there for the taking - faster communication with customers, more innovative trading and the ability to reduce costs. These are vital business drivers to ensure competitiveness. Avaya's Business Convergence Centre is an example of how businesses can exploit these benefits now - from the use of high-speed, broadband access to the introduction of remote working for a more flexible and customer-responsive workforce."

"The Business Convergence Centre is a showcase that demonstrates how businesses may gain competitive advantage by exploiting emerging technologies across a broadband infrastructure. For example, multimedia contact centres, and personal digital assistants used as mobile phones are allowing people and businesses to use a single, converged communication channel," said John Winchester, vice-president and general manager of Avaya for UK and Ireland.

Avaya's customers and business partners are able to visit the Centre, understand the company's view of how organisations can benefit from 'Business Convergence' and see demonstrations of current and future converged voice and data technologies.

Across the world, the company has over 21,000 employees including over 3,100 people in its Avaya Labs (formerly part of Bell Labs) to research and develop these new products and services which to date have resulted in the creation of over 1,500 patents.