Specialising in specific verticals and making a move on emerging markets in Asia-Pacific will benefit Australian resellers, according to Intel.
At the vendor’s Solutions Summit in Macau, Intel worldwide reseller channel general manager, Steve Dallman, said the market is now solutions-based and partners should target specific verticals to differentiate themselves.
The SMB market was flagged as a space with huge potential but the vendor stressed partners should target segments within the group, rather than tackle SMBs in general.
“All of the most successful resellers I have seen all have a few things in common: They went into certain segments and specialised in the business,” he told ARN. Dallman noted some partners servicing the legal and architecture industry as examples.
“The really big advantage is they are local and can sit eyeball to eyeball with the customers and that is why 76 per cent of SMBs worldwide go through resellers,” he said.
Australian Intel reseller numbers range within the hundreds. Almost all of them offer additional services on top of their hardware products to customers. While Dallman was eager for partners to go out and find their niche, he admitted Intel couldn’t ensure resellers won’t end up vying for the same market segments within their geographic locations.
“That is a bridge we haven quite crossed,” he said. “I know some companies that build their own system trying to manage what market segments resellers sell into but we don’t do the end product, so we don’t always have the visibility to collect that information and it’s not something we are doing today.”
Dallman said Intel was unlikely to resort to restricting the types of customers resellers can service but is considering issuing specialist rankings as a way to differentiate partners.
Some Australian resellers are considering branching out to other Asia-Pacific regions to capitalise on emerging markets. While this is uncommon, Dallman was excited by this prospect and is willing to throw his support behind it.
“Some of the mature markets have expertise in things like servers, that isn’t always shared in other countries,” he said. “When a developed market player goes into an emerging market such as Vietnam, people take notice and it spurs growth. These guys wouldn’t be going into the market if there wasn’t a need.”
Dallman said this would be an opportunity for managed service providers to enter an overseas market but can allow them to manage systems remotely or leverage resources from their country of origin through Intel’s V-Pro technology.
“Being good at managed services and servers are the strength of Australian partners,” he said. “I would go and work at a location where there is not a strong channel presence.
“But they need to figure out what makes them successful in their own locale and translate them to another area.”