Cisco is on the channel education trail to highlight growth opportunities for the channel in services and promote better relationships between its partners.
Tom Stevenson, vice president of Global Partners, yesterday told channel partners gathered here for his "selling value" tour that they must adapt to a rapidly changing market by cementing their value as specialist integrators and service providers.
Cisco's Gold and Silver channel partners are being encouraged to decide to what degree they will push network integration and services above the traditional box moving business.
"We need fewer, better providers of the product," Stevenson said.
However, Geoff Zuber, general manager, partner and corporate affairs for Cisco Australia and New Zealand, moved to allay any concerns that the company wants to reduce its reseller count.
Zuber said the company is not looking to eliminate non-services focused resellers, but to broaden its base of specialist resellers.