SILMI KHANFIR , DIRECTOR OF CLOUD AND XAAS , MIDDLE EAST AND AFRICA , MINDWARE
Q & A
EDITOR ’ S
Prior to the pandemic , experts had already predicted that online marketplaces would replace the traditional B2B transactional model in the IT industry . However , the pandemic has accelerated this shift , leading to a significant increase in the deployment of online marketplaces over the past few years .
This transformation is being driven by two key factors . Firstly , customers and resellers are demanding a better user experience when purchasing vendor solutions . Secondly , vendors are increasingly moving towards Anything-as-a-Service , XaaS , cloud consumption-based , and
SILMI KHANFIR , DIRECTOR OF CLOUD AND XAAS , MIDDLE EAST AND AFRICA , MINDWARE
subscription models . These trends have created a need for marketplaces that offer improved user experiences , automated ordering , invoicing , and billing processes , as well as insights into purchased solutions and consumed services .
The emergence of online marketplaces presents both , a significant opportunity , and a challenge for the entire channel ecosystem , including vendors , distributors , ISVs , and resellers . With more and more vendors offering their solutions on their own digital storefronts , they can ensure that they remain competitive in the marketplace .
Additionally , by leveraging distributors ’ marketplaces , vendors can increase their reach , gain access to new routes to market , and ensure that the channel adapts to the evolving needs of vendors .
The emergence of vendor-owned marketplaces such as Amazon and Microsoft may be perceived as a threat to traditional IT resellers who focus on product sales . However , this presents an opportunity for resellers to capitalise on the complexities of multi-cloud environments by providing more value to their customers .
This can be achieved by providing consulting and professional services , offering customised solutions , and providing managed services . Customers will always require partners with highly skilled resources to design , deploy , and manage their cloud environments .
As value-added resellers shift their focus towards services and upskilling their resources , they may require assistance in navigating complex XaaS vendor licensing models , simplifying their purchasing process , and marketing their template services .
This provides a great opportunity for distributors to fill the gap in the channel by leveraging its own marketplaces . This is precisely what Mindware did a few years ago when the company launched its Mindware marketplace . Mindware ’ s marketplace offers its partners a range of aggregated cloud solutions from various hyperscalers , private cloud providers , and ISVs , in addition to the company ’ s cloud professional and support services .
This approach helps partners and their clients with their cloud transformation journey and enables them to cross-sell and upsell . The Mindware cloud marketplace provides a smooth user experience , and the platform ’ s API integrations automate the subscription and consumption management required for high-volume cloud and XaaS business .
Have online marketplaces in the region reached maturity ?
While there has been significant progress in the development of online marketplaces , there is still room for improvement . Many ecosystem actors need to develop APIs to integrate with marketplaces effectively . Additionally , some resellers may prefer personal interaction with sellers , which can result in deviations from standard marketplace offerings .
Emergence of online marketplaces presents both , a significant opportunity , and a challenge for the entire channel ecosystem , including vendors , distributors , ISVs , and resellers .
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