BURAK BORHAN , DIRECTOR OF ECOSYSTEMS FOR MIDDLE EAST AND AFRICA , RED HAT
HOZEFA SAYLAWALA , MIDDLE EAST DIRECTOR , ZEBRA TECHNOLOGIES
BURAK BORHAN , DIRECTOR OF ECOSYSTEMS FOR MIDDLE EAST AND AFRICA , RED HAT
Digital transformation caused a paradigm shift from product-centric to solution-focused sales models for channel partners . Instead of generic offerings , partners are now pivoting to modular , customer-centric solutions . These solutions are custom-tailored to address specific client needs and are enriched with data analytics , open-source , and cloudbased technologies .
To facilitate this transition , it is imperative for channel partner programmes to evolve . They should offer ongoing training in emerging technologies and market trends , along with flexible engagement models and robust support infrastructures . This approach not only enables channel partners to build enduring client relationships but also to
offer an evolving spectrum of value through continuous innovation and collaboration .
The shift to solution-focused sales enables partners to offer a diverse range of services , including data analytics , cloud solutions , and open-source technologies . This has transformed the sellout process into a consultative engagement where partners serve not just as suppliers but as strategic advisors .
In this transformative era , channel partners face the complexity of integrating diverse technologies into seamless solutions . The accelerated pace of tech innovation necessitates staying abreast of the latest trends to remain relevant . Balancing this with client expectations for rapid , tailored solutions poses a unique set of challenges .
To thrive in this dynamic landscape , channel partners must cultivate technological agility and a deep understanding of customer needs . With a clear vision , investing in continuous learning and adapting flexible business models are critical . Success hinges on the ability to offer customised , integrated solutions that drive measurable business outcomes for clients .
HOZEFA SAYLAWALA , MIDDLE EAST DIRECTOR , ZEBRA TECHNOLOGIES
The regional end-customer buyer and influencer base is shifting from the IT department to broader business operations management and more senior executives , as the regional enterprise business model transforms with increasing adoption of digital . As industries transform , the channel also has to adapt and focus on customer relationships and outcomes .
Businesses increasingly need solutions to help them modernise , automate and meet demand . The on-demand economy , ecommerce , labour hiring and retention are driving the need for technology solutions and present Zebra and partners with the challenges faced by customers , and the opportunity to help .
Enterprise solutions require a collaborative go-to-market approach , in order to provide a total solution for customers . That starts with understanding a customer ’ s challenge or opportunity , then creating a tailored solution . Aligning with like-minded complementary providers and channel partners is fundamental to Zebra which is coupling its marketleading portfolio with partner applications , to help end user customers make businesscritical decisions .
Channel partners are focused on building long term relationships with customers and selling outcomes rather than products . The channel represents more than 93 % of Zebra ’ s EMEA revenue . In response to industry needs , Zebra has launched new specialisations within its partner ecosystem , including location and tracking , software-as-a-service , and advanced machine vision .
Zebra ’ s PartnerConnect Programme is a flexible programme focusing on partners ’ business models , reselling , distributing , influencing , integrating or developing solutions . The Zebra network of more than 10,000 partners across 100 countries innovate industrytailored solutions . •
INTELLIGENT TECH CHANNELS 61