Story image

CompTIA: Partner up for channel success

21 Nov 2017

The future of the channel lies in strategic partnering. That’s the message Steve Martin, NextDC head of partner strategy and products, delivered at the recent CompTIA ANZ channel community webinar.

Attendees heard that new technologies are necessitating the creation of new partnerships between channel businesses, leading to the evolution of channel groups including public cloud providers, born-in-the-cloud integrators, managed service providers, system integrators, connectivity partners and carriers.

Martin says the hybrid complexity presents opportunities for channel businesses to move their thinking and find new ways to help customers grow their business.

“Channel businesses need to take a consultative approach with partners and should focus on delivering practical advice based on their own experiences in handling the complexities their customers are dealing with every day,” Martin says.

“Additionally, it’s up to every channel business to challenge their customers’ perception of what they need, to challenge the status quo and introduce new technologies and, importantly, to introduce new possibilities for improving the way customers do business.”

Martin noted that the expanding impact of IT on business means those conversations are best held with the chief executive, chief operating officer or head of production, not just with the CIO.

He says channel businesses need to partner with other companies to integrate their unique product offerings into their own.

“The future of the channel lies in strategic partnering that lets each business focus on its own core competencies, then confidently partner with other specialists, where appropriate,” Martin says.

“Businesses need to start in vesting now to make sure they are capable of offering the services their customers need in the future,” he adds.

“Where channel businesses choose not to invest, they should partner strategically.

“Failing to do this means channel businesses risk being undermined by other organisations that have made the jump,” he says.

Zoom’s new Rooms and Meetings features
Zoom has released information about the upcoming releases for its Rooms and Meeting offerings for 2019.
Aussie company set to democratise direct-to-orbit IoT access
Adelaide-based Myriota has released a developer toolkit that has been trialled and tested by a smart waste management platform.
Apple's AirPods now come with 'Hey Siri' functionality
The new AirPods come with a standard case or a Wireless Charging Case that holds additional charges for more than 24 hours of listening time.
Dynatrace takes pole position in APM Magic Quadrant
It placed highest on Ability to Execute and furthest on Completeness of Vision in the 2019 Quadrant for Application Performance Monitoring (APM).
HCL and Xerox expand strategic partnership
Under the terms of the agreement, HCL will manage portions of Xerox’s shared services, including global administrative and support functions.
Avaya expands integration with Google Cloud AI
This includes embedding Google’s machine learning within conversation services for the contact centre, enabling integration of AI capabilities.
Forrester names Crowdstrike leader in incident response
The report provides an in-depth evaluation of the top 15 IR service providers across 11 criteria.
Poly appoints new A/NZ managing director, Andy Hurt
“We’re excited to be bringing together two established pioneers in audio and video technology to be moving forward and one business – Poly."