FEATURE CHANNEL PARTNERSHIPS

Rather than focusing purely on market reach, vendors are increasingly using distribution agreements as a way to operationalise complex technologies such as Agentic AI, cloud-native security and compliance frameworks through the channel.

The result is a new role for distributors, one that goes far beyond logistics and into enablement, monetisation and platformdriven execution.

This trend is particularly visible in the cybersecurity space. Orca Security’ s recent agreement with TD SYNNEX highlights how vendors are rethinking their go-tomarket strategies.

The company announced that it would move to a distribution-led reseller model across North America, positioning TD SYNNEX as a key enabler of scale, financial flexibility and partner support.

For partners, the implications are significant. By leveraging TD SYNNEX’ s ecosystem, resellers gain access to streamlined procurement, credit services and specialist expertise around Orca’ s AIdriven cloud security platform.

This effectively lowers the barrier to entry for partners looking to expand into cloud security, while also accelerating time to revenue.

A similar dynamic is playing out in the AI market. H 2 O. ai’ s distribution agreement with Ingram Micro in Australia and New Zealand underscores how vendors are turning to distributors to simplify the commercialisation of AI technologies.

The deal enables partners to access H 2 O. ai’ s portfolio, including h2oGPTe and Document AI, through Ingram Micro’ s Xvantage platform.

This is particularly important because it transforms AI from a complex, bespoke offering into something that can be quoted, bundled and delivered at scale.

For channel partners, that opens the door to new recurring revenue streams built around AI services rather than oneoff deployments.

Compliance is another area where distribution is gaining strategic importance. DataGuard’ s agreement with QBS Software expands its reach across the UK, Ireland and the Nordics, with a focus on helping organisations navigate regulatory requirements.

As frameworks such as ISO 27001, SOC 2, GDPR and the European AI Act become more critical, partners are being asked to deliver not just software but ongoing compliance support.

By working with a specialist distributor, DataGuard is enabling partners to package compliance as a service, creating new opportunities for long-term customer engagement.

Mark Bowen, ITC Editor, looks at a surge in recent distribution deals shows how vendors are using the channel to accelerate AI, cloud security and compliance adoption at scale.

INTELLIGENT TECH CHANNELS

INTELLIGENT TECH CHANNELS

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