From Customer To Channel Partner

 Even though it is not specific to security, this idea came to me while attending Dell’s Annual Analyst Conference (DAAC) in Austin, Texas two weeks ago. One of the hot topics discussed at the conference is the issue of bring your own device (BYOD). Dell recognizes this is a major trend and is looking for ways to remain true to its business-to-business DNA but still offer a competitive end-point solution with strong management and security capabilities. This is a problem for companies like Dell because a significant amount of revenue comes from corporate and not consumer sales, but BYOD is a consumer sale.

Not all is lost, however. As corporations move away from purchasing blocks of PCs for their employees, they will still have the capability to influence their employees to purchase certain equipment. The value for the employer is that they can still have some visibility to the types of equipment employees will use. The employee wins because they have assurances that the equipment they purchase has been vetted with some level of assurance that there is compliance with company systems.

What this means is that organizations will need to treat their former business customers as channel partners. I can envision scenarios where device makers provide their former customer marketing funds and special incentive funds (SPIFs) to encourage employees to buy their equipment. They will also be willing to offer the end user customer/employee a volume discount for employees for purchasing specific equipment. All of the major cell phone providers provide this type of program. PC makers, but also other types of device makers, need to start looking at their former customers as channel partners.

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