Channel Trend No. 6: Separation of Transaction and Services Leads to Partner Collaboration

There is an increasing focus on services within partners’ businesses.

“Some of the very advanced partners are fully focused on services, on developing and creating their own [intellectual property]. They don’t care about the reseller [model] anymore. There’s not much more to do that resell. So if that’s going through someone else, they actually don’t care,” said Wilson.

“We’re seeing the transaction chain [becoming] almost separate from the services chain.”

This is leading to partners working with one another to fulfil the customer’s requirements.

“Sometimes a solution for a customer can involve three or four partners working together to provide different things to that customer. So being a partner is about being much more open to how you’re going to work with our partners, how you’re going to collaborate. [Also], how you’re going to respond to these changing customer needs.”