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ShoreTel Appoints George Atrash Managing Director APAC

Enterprise Focus Creates Growth Opportunities
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SYDNEY, Australia, July 4, 2011 –ShoreTel® (NASDAQ; SHOR), the leading provider of brilliantly simple IP phone systems with fully integrated unified communications (UC) has appointed enterprise UCspecialist George Atrashas Managing Director Asia Pacific.

Atrash’s key focus will be to meet the growing market demand for ShoreTel’s highly intuitive and easy to use UC, collaboration and mobility solutions. Atrash will also play a large role in the go-to-market strategy for ShoreTel’s solutions while strengthening the brand and managing the company’s growth in the APAC region.

Widely respected in the IT sector, Atrash has 25 years industry experience having worked as a technician, engineer, account manager, business owner - start-ups to IPO - channel director as well as holding various other senior management roles.   

Over the past 5 years, Atrash was head of Dimension Data’s largest line of business – Connectivity, which comprises network integration, converged communications and smart and connected infrastructure. Prior to relocating to Australia from his native South Africa, Atrash served as regional channel director at Ciscowhere he was responsible for the Sub-Saharan African region.  Atrash then joined Microsoft as the Enterprise Partner Group Director, responsible for the African region outside of South Africa.

“There is a real buzz about ShoreTel’s ambitions in the enterprise market. Among customers and staff there is a real passion for ShoreTel’s customer-first business approach and its IP telephony products and solutions that I have not found elsewhere.” said Atrash. “UC does not need to be so complex when there are vendors like ShoreTel who have developed technologies that integrate voice, mobility and converged collaboration in a simple and easy manner. “The single biggest challenge faced by IP telephony customers was working with vendors that adopted a complicated smorgasbord approach to their communications needs.”

“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. Some customers are being wrongly forced by their vendors into the belief that the more complex the solution the more it offers! ShoreTel offers customers scalable, manageable, open architecture solutions that are not only reliable and easy to manage but also provide the lowest Total Cost of Ownership in the industry,” he said.

In addition, Atrash said that ShoreTel’s existing partners and customers have enjoyed mutual success in the relationship and he looks forward to continuing to grow the ShoreTel market across APAC.

About ShoreTel, Inc.

ShoreTel, Inc., (NASDAQ: SHOR) is a leading provider of Pure IP unified communications solutions. ShoreTel enables companies of any size to seamlessly integrate all communications - voice, video, messaging and data - with their business processes. Independent of device or location, ShoreTel's distributed software architecture eliminates the traditional costs, complexity and reliability issues typically associated with other solutions. ShoreTel continues to deliver the highest levels of customer satisfaction, ease of use and manageability while driving down the overall total cost of ownership. ShoreTel is headquartered in Sunnyvale, California, and has regional offices in Austin, Texas, the United Kingdom, Sydney, Australia and Munich, Germany. For more information, visit or call 1-800-425-9385.

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