Not Suitable for Complex Deals

However, there is another view. Francis O’Haire is group technology director for UK and Irish distie DataSolutions. He believes marketplaces are suitable for selling commodity IT products but not for complex licensing or product configurations.

“For channel partners, a large part of the value a distributor adds is in helping them navigate the complexities and pitfalls of enterprise software licensing or hardware selection and configuration.

“End customers purchasing directly from the hyperscaler marketplaces such as Amazon or Microsoft Azure threaten channel partners that have largely focused on reselling products. These IT resellers need to show more value to their customers including developing their consulting and services skills and transitioning to offering tailored managed services.

“Customers still need guidance and assistance in selecting, implementing and managing complex solutions so the role of the technically competent partner does not go away,” he said.