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The Mobility Opportunity for VARs
By Heather Murray
Knowing and understanding the key trends in mobility and having an optimization strategy can give one VAR the competitive edge over another. As mobility continues to shift and change within the marketplace, BYOD and the consumerization of IT have proven more than a passing phenomenon — they’re here to stay. That means VARs will, more than ever, need the most effective solutions to equip their end users.
Consumers are informed, providing VARs with the opportunity to offer more value through complete end-to-end solutions. We see the channel as a whole shifting toward solutions-focused sales versus purely transactional business — meaning there is a greater need for education and enablement for the VAR community.
We believe mobility solutions are still in the infancy stages, and we’ve barely scratched the surface of business opportunities and growth in the IT channel. Setting businesses up for success includes removing the complexity in B2B mobile. This includes a focus on building trust and confidence in consultative and implementation capabilities from both the carriers and VARs.
The pathway to sales success in mobility includes educating yourself on the best path to follow. Education and training is a key factor for channel partners’ success in mobility. This includes a road map to gain profitability within the mobile marketplace through online training videos and step-by-step resources to help build a mobility business.
Forecasting and creating new business opportunities will differentiate one company from another in the IT channel. With the constant shift and growth within mobility, it is important to enhance existing enablement tools to offer additional support and a better experience to channel partners and their end users. For example, machine to machine (M2M) technologies are continuing to proliferate and uncover different mobility needs in the marketplace, including an increased need for more security.
Partnering with a company that offers VARs a path for profitable growth will be a key differentiator. This includes obtaining the right solutions that help educate and enable VARs to approach mobility from the perspective that best fits their business while increasing their margins.
Heather Murray is the director of sales and marketing, TDMobility for Tech Data. She leads the strategic marketing and sales efforts for TDMobility, which offers solution providers the infrastructure needed to simplify entry into the mobile market. Murray is responsible for the development and delivery of complete, end-to-end mobility solutions, including hardware, software, activation and managed services, as well as the recruitment of new vendor partners to TDMobility.