When people think of traditional channel companies in the tech industry, a wide array of distributors, systems integrators, or value-added resellers usually comes to mind. These players have an important role in the cloud, but a new form of cloud-enabled channel is also beginning to emerge. The traditional role of the channel has been to extend the reach of vendors into new geographic or vertical markets. The channel partner typically consisted of highly skilled technicians who could cater a generic product or meld together a set of products to meet the unique needs of a particular customer or industry.
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Reinventing Channels in the Cloud
Posted by: Jeffrey M. Kaplan October 14, 2011 05:00 AMWhen people think of traditional channel companies in the tech industry, a wide array of distributors, systems integrators, or value-added resellers usually comes to mind. These players have an important role in the cloud, but a new form of cloud-enabled channel is also beginning to emerge. The traditional role of the channel has been to extend the reach of vendors into new geographic or vertical markets. The channel partner typically consisted of highly skilled technicians who could cater a generic product or meld together a set of products to meet the unique needs of a particular customer or industry.