PARTNERS’ PERSPECTIVE
Is the core of IT distribution still the same?
Aveshan Aiyer, Channel Manager Check Point, Westcon-Comstor Southern Africa
The truth is partners do not need more noise; they need a distributor that can help them cut through it. A distributor who is aligned to goals and committed to partner growth and can introduce partners to new technologies, says Rentia Booysen. As organisations look to build resilience, they need a partner who can bridge the gap between high-level theory and actionable outcomes, says Aveshan Aiyer at Westcon-Comstor Southern Africa.
There was a time when the role of a distributor was behind the scenes. Remember the broad-based volume days? Moving boxes, managing logistics, and making sure stock arrived on time. That has changed. Distribution has become more strategic, more engaged, and, in many ways, more complex.
But at its core, the role remains the same: to serve partners and help them succeed in a market that is constantly evolving. It is a balance that some are getting right and others are still grappling to master. What has changed is how distributors do it. Partners are now navigating an environment shaped by new consumption models, cloud-first strategies, and customer expectations that extend far beyond sales. The old model of product plus margin simply does not work anymore. Success now hinges on services, specialisation, and long-term value not just for the partner but for the end customer too.
Distributors have had to evolve just
as quickly as partners have. And that has been a good thing. Because in helping them respond to market shifts, distributors have built stronger relationships, developed better tools, and found new ways to add value where it counts.
“ One of the biggest shifts distributors have seen is how partners approach their own businesses. Many are moving away from generalist models and instead building vertical or service-specific expertise. That is a smart strategy, but it is also resource intensive,” says Rentia Booysen, Westcon Director, Westcon-Comstor Southern Africa.
That is where distributors can and should step up. Distributors are not just aggregating technology anymore. Distributors are providing digital platforms, the enablement, the data insights, and the
Distributors in Southern Africa has seen partners deal with limited budgets, inconsistent access to skills, pressure to deliver outcomes.
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