Craig Patterson

Craig Patterson, Aryaka Networks’ channel chief and vice president of sales, said many vendors are carefully evaluating their various routes to market. For example, Aryaka recently joined the AppSmart marketplace and is exploring relationships in the IT distributor space.

“Providers like Aryaka need to be mindful on the investment we make, being very strategic in terms of with whom we’re making the investment. Especially with all these other routes to market starting to merge. And we need to be considerate about making sure that we’re making those investments as well. There might be a shift to a little bit from the traditional telco model to some of these next generation routes to market like marketplace. That’s going to require a lot of investment to really build the API integration to really have that digital experience,” Patterson told Channel Futures