ello and welcome to the latest edition of Intelligent Tech Channels.

This month’ s cover story, which can be found on page 15, features Emily Masterton, Global Head of Channel at 8x8. She tells us how the shift towards consumption-based services, Artificial Intelligence and outcomeled selling is creating new opportunities for channel partners to strengthen customer relationships and drive sustainable growth.

Masterton explains how the launch of 8x8 Small Business is helping partners address the needs of smaller organisations through flexible pricing, faster provisioning and access to enterprise-grade communications tools. She also highlights why customer adoption, rather than simply securing new contracts, is becoming increasingly important to long-term partner profitability.

As AI transforms the channel landscape, partners have opportunities to develop tailored solutions, automate internal processes and move beyond traditional product resale towards more consultative relationships. Masterton also discusses why simpler partner programmes, stronger enablement and closer vendor collaboration will be essential as the channel moves towards a future increasingly focused on measurable business outcomes.

Elsewhere, on page 24 we hear how the traditional technology distribution model is evolving as AI, cloud marketplaces, consumption-based services and cybersecurity reshape the channel, according to Philippe Jarre, CEO and President of Mindware.

He believes distributors must move beyond logistics and traditional resale to become orchestrators of technology, expertise, financing and services that help partners address increasingly complex customer requirements.

Mindware is responding by investing in dedicated technology business units, AI capabilities and its MAGIC partner enablement programme to help partners turn opportunities into profitable, repeatable services. Jarre also highlights the growing importance of managed security services and recurring revenue models as partners face pressure on margins and changing customer expectations.

With expansion in East Africa and continued investment in Saudi Arabia,

Mindware is adapting its approach to local market requirements while positioning itself to support the next phase of channel growth.

Don’ t forget, you can stay informed with daily news updates on our website, where we bring you the latest insights and developments from the world of business technology. I’ d like to wish you a productive and successful month ahead. Please enjoy this issue and take your time to explore the articles we have prepared for you. See you next time.

Mark Bowen Editorial Director mark. bowen @ intelligentglobalmedia. com

INTELLIGENT TECH CHANNELS 3