In-depth research examining the state of the IT channel across Australia and New Zealand (A/NZ) is now underway, with findings set to benchmark customer, partner and vendor priorities in 2018 and beyond.
With analytical findings set to be delivered at EDGE 2018 in Hamilton Island, the research aligns to the theme of Customer Value, and will be carried out by boutique analyst firm, Tech Research Asia.
Specifically, the EDGE Research is split into three core areas of technology, spanning buyer, partner and vendor, assessing similarities and differences across the wider industry.
For partners, findings will uncover what makes end-users tick on both sides of the Tasman, answering key questions around Who; What; Where; When; Why and How in relation to creating customer value.
This year, partners will also gain insights into the purchasing patterns of businesses, assessing how customers define value in the modern market, and the key attributes required for ongoing success.
Alongside technology - both established and emerging - EDGE Research will equip partners with the knowledge of future customer trends specific to the local market, and crucially, how to add new levels of value as the technology buyer evolves.
Delving deeper, findings will outline what customers truly think of solution providers from a pros and cons perspective, offering critical advice from an engagement and selling standpoint.
Likewise, EDGE Research will benchmark partner answers against that of customers and vendors, providing an opportunity to assess whether the channel is aligned in terms of value and investment.
Maintaining the partner theme, the research will also assess the health of the ecosystem on both sides of the Tasman, probing the channel’s shift to creating unique IP, alongside its ability to build brands and embrace marketing capabilities.
In addition, a New Zealand-specific research breakout will also be delivered during the opening session of EDGE 2018, available exclusively to Kiwi partners.
Collectively, this research will provide a clear picture of spending habits across A/NZ, offering in-depth insight into how the channel can be successful in the months and years ahead.
The findings complement a stellar line-up of speakers, with Nancy Rademaker set to deliver the opening keynote of EDGE 2018, as the world-renowned customer value expert headlines the region’s leading channel destination conference.
Aligned to the overriding theme of Customer Value, Netherlands-based Nancy is an international speaker specialising in the impact of digitisation on customer behaviour, outlining how technology affects the way companies should interact with end-users.
Delivered through a mix of mind-blowing examples and a great sense of humour, Nancy takes the audience on a rollercoaster of high-level content, delivered in a very easy-to-digest presentation.
In leveraging more than 20 years of experience in how technology was and is transforming society, Nancy has worked with a range of leading organisations across the world, including five years at Microsoft in Europe.
Drawing on customer-centric strategies, Nancy focuses on how technology influences people's behaviour, to share knowledge, create and innovate.
With expertise across digital transformation, extreme customer centricity and business model leadership, Nancy travels the world taking business leaders to innovation hubs from Silicon Valley to Shanghai, Shenzhen and Berlin.
During EDGE 2018, Nancy will share her first-hand experiences straight from the places where technology is shaping the future, outlining how the channel can capitalise on the changing demands of the customer.
As a result, 300 C-level executives will come together in a collaborative and educational environment, through an action-packed four day conference featuring in-depth keynotes, compelling business streams and structured networking.
Specifically, EDGE 2018 will run from 29 July - August 1, with this invite-only conference allowing partners to Connect; Learn and Collaborate amid a hand-picked delegation of business executives.
In response to market feedback, New Zealand delegates will fly in on 28 July, kicking off with a dedicated Kiwi track featuring tailored research and interactive sessions on Sunday morning.
From a content perspective, and in dictating the go-to-market strategies of partners, and the supply chain, changing business demands are redefining the notion of customer value.
Today, customers look, think and buy differently, consuming technology in different ways through different providers.
With innovation levels heightening, forward-thinking customers are seeking forward-thinking partners in the year ahead, in a bid to create competitive advantage across the market.
Consequently, the channel must evolve, through building, developing and constructing new IP, based on customer-centric strategies and solutions.
In cutting through the market hype, EDGE Research will equip partners with the knowledge of future customer trends, and crucially, how to add new levels of value as the technology buyer evolves.
To take part in EDGE Research - please click here