**Editor’s Note: “7 Minutes” is a feature where we ask channel executives from startups – or companies that may be new to the Channel Partners audience – a series of quick questions about their businesses and channel programs.**
By Frank J. Ohlhorst
It’s no secret that digital transformation is fueling growth for the IT channel overall and MSPs in particular. The beauty – and challenge – of digital transformation for suppliers is that it delivers extensive opportunities for those willing and able to embrace change.
Take Kemp Technologies, which started out in 2000 as a hardware-centric provider of load-balancing technologies for the WAN market and has transformed its primary product mix to embrace cloud-based application delivery controllers (ADCs) designed to bring control and elasticity to public-cloud environments, such as those offered by Microsoft Azure and Amazon Web Services.
Kemp is in the software-only ADC camp along with rivals such as Snapt, Avi Networks, Nginx and Pulse Secure (formerly Brocade). They’re taking on traditional hardware ADC vendors such as F5, A10 Networks, Array Networks, Barracuda and Citrix.
|Dig Deeper: The ADC market is in transition thanks to uptake of cloud computing, containers and virtual machines. Here’s what partners need to know.|
The ascension of software-based ADCs could prove to be a boon for solution providers looking to bring application delivery control and enhanced security to their hybrid cloud clients, says Tim Quinn, director of partner development, North America, Quinn told us that Kemp brings opportunities to solution providers by providing flexible consumption models for an ever-growing portfolio of application delivery products and services. Quinn works with MSPs that are building significant recurring revenue with Kemp 360, an application-delivery fabric consisting of LoadMaster ADC, an automation, provisioning and management platform, and a predictive remediation service.
In a Q&A with Channel Partners, Quinn talks about the company’s channel strategy and what Kemp has to offer resellers and other partner types.
Channel Partners: Tell us what customers love about your product or service. What’s the secret selling sauce?
Tim Quinn: Kemp partners with a variety of MSPs; however, the common denominator between them all is that Kemp is an easy vendor to work with, easy to sell, easy to collaborate with and easy to integrate into a cloud migration strategy offering. All of this means quicker time-to-money.
CP: Describe your channel program — heavy on certifications, open or selective, unique features?
TQ: Kemp is a channel-centric company; we don’t take orders directly. Our channel program is meant to be simple and achievable. We work very closely with the partners that invest in Kemp, and we encourage and reward such participation with a tiered program that includes, but is not limited to deal registration, training, marketing and certifications.
Margin is still king, but hardware and software margins are secondary to an MSP’s service margins. When it comes to application migration, Kemp’s advanced application delivery fabric, Kemp 360, utilizes the expertise that an MSP can provide, from consultation to discovery to assessment to design — all the way through to implementation and support services.
CP: How can solution providers get started in this market segment?
TQ: Application delivery into the public cloud is a common – if not a direct – requirement with almost every end user. At a minimum, it should be a discussion point of every …
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