Then came the added value distribution model , where ready to use solution stacks defined the positioning of intermediaries . Software and services found a better place in this model as well as the recent demand for cybersecurity specialisation .

But digital transformation , cloud and ondemand consumption models have changed all that . Channel partners have to deliver these offerings to their end customers , who themselves have little choice or to become disrupted . Channel partners have in turn demanded these changes from their distributor partners who are now under pressure to digitally transform .

In this month ’ s lead feature we present how Omnix led by Simran Bagga is aggressively integrating digital offerings like Metaverse and AR-VR into its stack . According to Simran , there is a rapid shift in

the traditional roles and responsibilities of technology value added distributors .

Turn these pages to read more about how Omnix is transforming to compete in the digital marketplace .

In this month ’ s Editor ’ s Question we consider the growing importance of cloud marketplaces . Hyperscalers have built marketplaces on their platforms to provide services for enterprise customers . How can channel partners leverage this trend and buying pattern followed by end users ? Channel partners should take advantage of marketplace ecosystems vendors and distributors have built . Executives from Riverbed , HPE , Liferay share their perspectives .

And in this month ’ s popular profile section we present Channel Chiefs from du , Mindware and Injazat . Happy readings !

Arun Shankar Managing Editor arun @ lynchpinmedia . com

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