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Avaya is broadening its 40-year partnership with headset provider Plantronics in 2010, looking to raise the partnership’s profile with channel partners and end-user companies alike as the two companies continue to target unified communications and call center solutions.

Avaya recently topped ABI Research’s vendor matrix as the No. 1 provider of unified communications solutions, beating Cisco, IBM and Siemens.

The deal with Plantronics calls for Avaya to sell Plantronics headsets under the Plantronics brand name—a change from the current relationship in which Avaya sells Plantronics-manufactured headsets under the Avaya brand name.

The relationship will also focus on tighter technology integration and greater marketing cooperation, the companies said in a statement.  Specifically, Avaya and Plantronics will collaborate on integrated unified communications and contact center marketing campaigns to both channel partners and end users in 2010.

“Together, Avaya and Plantronics offer customers end-to-end unified communications solutions that are seamless, minimize risk and spur adoption for IT decision makers, and deliver great audio and simplicity for end users,” said Linda Dotts, vice president of product marketing for unified communications at Avaya. “Expanding our relationship will help customers realize the collaboration and cost savings associated with unified communications.”

Plantronics offers a portfolio of Avaya-certified headsets that can immediately provide connectivity and advanced call center functionality with Avaya solutions. The companies plan to take that a step further with future voice solutions that exploit Avaya’s suite of collaboration applications and tools.

Avaya notes that Plantronics is the only headset manufacturer to hold Platinum status in Avaya’s DevConnect program, an initiative to develop, market and sell third-party products that interoperate with Avaya technology.

Avaya DevConnect promotes the development, compliance testing and co-marketing of third-party products compatible with Avaya solutions.