While working on my recently published report, The Cloud-Driven Evolution Of Asian Tech Distributors, the tech vendors and distributors I interviewed drew parallels between telcos and tech distributors, both of which sell cloud-based solutions. However, during further discussion, the friction and competitiveness between the two quickly became apparent. So why should they compete when they can exploit each other’s resources and pursue joint go-to-market initiatives? By partnering, each can focus on doing what it does best to meet customer needs.
Telcos’ reach, ready infrastructure and existing customer bases provide a solid cloud foundation:
Back-end infrastructure. Telcos’ robust network and data center infrastructure is critical to setting up and delivering cloud-based services swiftly and without massive additional investment. Moreover, their businesses are well-suited to annuity models.
An existing base of enterprise customers. Although telcos aren’t considered a strategic enterprise provider in most instances, their access to a large base of qualified enterprise accounts and existing relationships potentially provides a very good foundation for cloud solution sales.
Last week, Peter O'Neill here, I had the pleasure of going to Marseille and contributing to Dell’s first EMEA-wide PartnerDirect Marketing Advisory Council. I led a session entitled “Leave Your Competitors Behind With Better Marketing Campaigns,” where I proved that vendor-centric fulfillment marketing models no longer work in today’s market because the modern empowered buyer now controls when and how information is found and consumed.
The battle among tech vendor marketers to configure their programs and content accordingly has now really heated up. The very same trend is about to hit the channel as well — there are too many companies in the tech channel, so only those that market well and appear compelling to buyers will prevail.
I enjoyed discussing content management, the buyer’s journey, and digital marketing tactics with the 30-odd marketing professionals in the audience in Marseille. But even these marketing pros admitted that they still need ammunition to argue for more resources with their own executives, so I hope that the material I provided will be useful in that respect. Feel free to drop me a line if you would like a copy of the presentation as well.