The rise of cloud-based computing and Software as a Service (SaaS) has turned the entire channel partner ecosystem upside down. Technology buyers, sellers, and resellers face ongoing disruptive innovations that are changing the dynamics of the IT channel significantly, broadly—and permanently. This reality, and the issues the IT reseller community faces, as a result, will be among the topics featured at Channel Directions Live 2016 in Scottsdale, Arizona, September 12-14. “Cloud computing is opening many new doors for channel firms,” said Carolyn April, senior director, industry analysis, for The Computing Technology Industry Association (CompTIA), referring to research published by CompTIA in 2015. “They also report growing customer demand for managed services.”
Presented by Penton Technology Channel Brands, the event brings stakeholders together to find new approaches to prosper in this ever-evolving marketplace. The rapidly evolving world of IT gives vendors a wide range of new services to sell. Tactics like social media and digital marketing offer compelling new ways to provide value to the customer base. Core business models are changing and so is the structure of the value chain.
This year’s agenda will address three critical areas:
- Better go-to-market strategies. The changing times are pushing the IT channel to adopt all-new go-to-market strategies to remain competitive in a market embracing cloud computing and moving closer and closer to the SaaS model. How should the channel adapt?
- Business implications of technology trends for vendors, distributors, and solution providers. The growth of cloud-based services, the increase in Bring Your Own Device (BYOD) and consumer mobile products, the SaaS business model, and the exponential growth of cyberattacks all have implications for channel providers. What are the ramifications and how will channel providers respond?
- Innovations creating new opportunities for cloud, mobile, and complimentary sectors. “There’s a growing opportunity to collaborate with new types of partners on bigger customer deals, earn more revenue, sell higher into the customer organization, and foster tighter relationships with IT and line-of-business (LOB) buyers,” according to Lynn Haber, a contributor for TechTarget.com. What are these opportunities and how can the channel strategically embrace them?
The event will feature a question and answer session with Channel Directions Live keynote speaker Inder Sidhu, titled “The Digital Revolution and What It Means to Service Providers.” CompTIA’s senior directors of technology and business research and analysis, Seth Robinson and Carolyn April, will debut results from their “2016 State of the Channel” research project and share what the data reveals about the year to come.
Channel Directions Live will present attendees with strategic content in what organizers describe as “business school working sessions.” They will have the opportunity to network—and work—with peers, industry experts, and partners to forge new relationships and develop innovative solutions to the challenges facing the IT sector.
Channel Directions Live promises to be a hands-on event where participants will exchange ideas and walk away with fresh approaches for overcoming whatever challenges their businesses may face. It will be held at the Hyatt Regency Scottsdale Resort & Spa at Gainey Ranch, and is expected to draw more than 250 attendees and 140 partners (MSP/CSP/Vars).
OnRamp, headquartered in Austin, Texas, joins a list of the top channel brands as co-sponsor of the event. OnRamp’s Channel Partner Program is highly regarded throughout the IT industry. OnRamp operates data centers in Austin and Raleigh, North Carolina, and provides computing infrastructure for companies that require high levels of security and availability. OnRamp deploys hybrid solutions built on cloud-delivered computing capacity, managed hosting, and colocation services. Its state-of-the-art facilities feature the highest levels of security, redundancy, reliability, and technical expertise with 24/7 security and maintenance from a team of on-site network engineers.
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