Explore how digital tools, partnerships, and data-driven insights enable technology resellers to overcome challenges and capture new growth opportunities.
Amid wars and global geopolitical tensions, technology investments from businesses in the Asia Pacific region remain strong, projected to reach US$1.4tn this year.
The purchasing of technology has become more digitalized, with myriad platforms emerging as pathways to smooth, efficient tech procurement. Within this network are channel partners who work with multiple vendors, integrators, and resellers — who are feeling an urgent need to reinvent tech delivery.
However, achieving success with platforms is no mean feat, as most partners find transitioning to a digital, e-commerce driven technology sales model a challenging undertaking. So, what are the operation gaps arising from this trend?
Understanding the platform economy
Shifting customer profiles, coupled with the rising demand for more flexible purchasing options, is pushing channel partners to pay attention to the emerging platform economy and the benefits it can deliver.
As businesses also seek more predictable revenue streams, channel partners want to adapt their sales-and-enablement strategies to accommodate recurring revenue models.
Looking at high-growth technology verticals today, particularly cloud and security, the role of platforms in the channel becomes prominent. Hyperscalers have moved away from the pack and built their own powerful platforms for different types of partners to be successful. Similarly, among cybersecurity players, a small number of powerful platforms have emerged from the 6,500 vendors competing for the US$87bn hardware and software security market.
In such a market, platforms help connect multiple groups, including customers, partners, vendors, and distributors, through a shared digital infrastructure. This simplifies complex tech buying and deployment across multi-layered solutions and partnerships, and creates a unified customer experience (CX).
In addition to creating a robust global transactional system, platforms create value by providing co-selling, co-innovation, co-development, and co-keep opportunities. The wealth of customer data that emerges through these features enables channel partners to shift from a pure margin model to one that exemplifies customer satisfaction and long-term relationships.
How partners can access support and scale
In an increasingly digital marketplace, a wide array of resources and services are available to help technology channel partners grow and adapt. These include access to diverse product portfolios; flexible financing options; logistics management; and strategic support in areas such as sales, marketing, lead generation, and after-sales service.
Leveraging such support can allow partners to focus on scaling their businesses rather than being burdened by operational complexities. Then, as digital capabilities become more critical for expansion beyond local markets, channel partners may also benefit from managed services, white-label solutions, and technical support. For example, white-label storefronts enable partners to launch their own branded offerings quickly, using established infrastructure and fulfillment systems, without significant investments in web development, inventory, or logistics. Enhanced security and automation features are also increasingly important for successful digital transformation, with benefits that ultimately extend to end customers.
For channel partners seeking to scale efficiently, broaden their customer base, or access a wider range of technology solutions — including offerings from hyperscale providers — collaborating with specialized intermediaries such as distributors can be a practical approach.
How platforms are changing market dynamics
Platforms are not only facilitating current business operations but also paving the way for future innovation. They provide a foundation for achieving operational excellence and enhanced connectivity through Application Program Interface (API) and Professional Services Automation (PSA) integrations.
These integrations allow businesses to automate processes, access real-time data analytics, and operate continuously, leading to more streamlined sales operations.
Platforms are also driving a shift towards more data-informed strategies. By using data as a differentiator to improve analysis of customer consumption and behavior patterns, channel partners can tailor offerings, improve CX, and uncover new growth opportunities. This allows for more agile and confident business decisions, and holds the potential to reinvent the role of the channel, transforming channel partners into strategic, service-led advisors.
Ultimately, success in the platform economy depends on a combination of strategic thinking, technological innovation, and a deep understanding of evolving customer needs.
Building a strong foundation with the right capabilities and partnerships can help organizations accelerate their platform journey and deliver long-term value to both customers and the broader IT ecosystem.
