Ingram Micro is deepening its focus on partner engagement across the channel, highlighted during the distributor's Ingram Experience 2016 roadshow in Melbourne.
As part of a national tour - taking in Perth, Adelaide, Melbourne, Sydney and Brisbane - the global distributor sat down with ARN in Victoria to discuss its renewed channel focus, emphasising the need for reseller enablement as its Cloud Marketplace program bears fruition at a local level.
“In terms of enablement, it is about supporting partners in that journey to the Cloud model," Ingram Micro General Manager, Lee Welch, told ARN. "We are supporting partners through our Cloud Marketplace platform and various services associated with it.
"Specific to Melbourne, we have seen lots of interest around our Cloud plans, as well as a strong partner turnout and engagement at the breakout sessions."
Including five breakout sessions, the roadshow focused on two on Cloud Connect sessions, alongside spin offs for vendors Microsoft and Aruba Network, as well as a business development focused stream.
When assessing the balance between Cloud to on-premise opportunities being created for channel partners, almost a year after the Cloud marketplace was launched, Welch said it was still a "mixed bag" for resellers.
“We have traditional hardware partners that are seeing a decline in their business and need to diversify," he explained. "They are moving to have a Cloud business as part of that diversification.
"Also, some are already providing datacentre infrastructure somewhere so there is a broader Cloud or hybrid Cloud discussion to have."
For Welch, when assessing the local market, the Australian channel remains filled by traditional software resellers previously selling licenses on a three or twelve month subscription, now looking for a different way to sell software.
"And we've also witnessed huge growth in terms of born in the Cloud partners," he added. "Every month I look at my list of partners and many of them I have not heard of before.
"These partners get the model and the software-as-a-service value proposition, they know how to position it to their customers and they are out in the market competing against some of the bigger traditional partners."
For this new type of partner, Welch said success and scale comes to those who actively engage with Cloud-focused vendors and distribution partners.
"We provide customer enablement for the partners and go in to help them close deals," he added. "The ones that engage more closely are the ones that tend to succeed."