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Research Shows Evolution of Partners to New Business Models

A new report from the analysts at Canalys confirms that channel partners are making the move to new business models as customers change the way they buy, deploy and use technology.

“The value that resellers represent to their customers is changing,” said Alastair Edwards, principal analyst at Canalys. “They have evolved from being pure suppliers of products and support to become trusted business partners. This means helping customers to generate business advantage from their investments in technology, particularly as they pursue digital transformation, or taking over responsibility for more technology functions through managed services.’

Storage behemoth EMC sees the change in the technology environment.

“The unprecedented convergence of digitally enabled people, businesses and things is disrupting old business models and creating new ones – for our customers and our partners,’ said Fred Kohout, vice president, Global Partner Marketing at EMC. “This transformation means we need to sell differently. Selling business outcomes is vital to our success.”

Canalys echoes what many in the industry have been saying: Partners will need more mature strategic planning and vendor evaluation. They’ll also need to improve their skills in target areas – perhaps vertical markets – and focus on outcome-based service delivery.

The Internet of Things (IoT) could be one of those areas in which to specialize since it interconnects so many other technologies that partners sell.

“Organizations’ need for IT and OT groups to work together like never before is pushing the industry to focus on the value side of the IoT,” said Noriaki Takamura, IT Business VP, Channel & Alliance – Asia Pacific & Japan APC, Schneider Electric. “The IoT, mobile/social and big data are highly disruptive forces that are driving a future of “connected equipment, connected infrastructure. This will further drive the IT room and data-center transformation for a more robust business continuity plan: a plan to keep all the connected equipment running 24x7x365.”

Follow senior online managing editor Craig Galbraith on Twitter.


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