Nehul Goradia , VP Channels, IceWarp Middle East talks about how channel partners be part of the evolving technology landscape and gain from offering unified communication tools to there customers that will help in enhancing their productivity
The pandemic has forced organizations to provide unified communication (UC) tools for a vastly expanded population of work-from-home employees. As a result, enterprises are now examining their takes on remote work technology and moving ahead with more sophisticated systems. Channel partners play a vital role in this process by empowering businesses with the expertise and resources to succeed in the new normal. As enterprises move forward with their plans for hybrid work, channel partners are helping them navigate the changing technology landscape. These partners provide a range of UC offerings, from collaborative email solutions and workplace analytics to entire product suites. By doing so, they are enhancing productivity and accommodating the needs of a rapidly growing population of digital workers.
While UC tools offer many benefits to enterprises, they also present some challenges. For example, many enterprises lack the internal expertise to deploy and manage UC tools properly. This is where channel partners come in. Channel partners are technology experts and solution providers, who are enabled by the OEMs to provide customers with product support and services. s a result, they play a critical role in helping enterprises deploy and manage UC tools. With the help of channel partners, businesses can take advantage of the latest email & collaboration and UC tools to enhance performance and accommodate the needs of their workforce. In doing so, they will be able to stay ahead of the curve and continue to thrive in the new normal.
Enterprises today are looking for technology solutions that will help them be more agile, collaborative, and productive. UC tools combine various communication methods—including email, calendar, voice, video, instant messaging, documents, and contacts —into a single platform, making it easier for employees to communicate and collaborate regardless of location. Collaborative email communication tools, such as those offered by IceWarp, are becoming increasingly popular among businesses of all sizes. IceWarp is a multi-purpose suite of communication solutions for businesses of all types. Its pay-for-what-you-use business model allows for scalability, and the server may be hosted on-premises or in the cloud. IceWarp provides vital advanced security and simplified collaboration through secure cloud computing services which are imperative for the secure growth of any enterprise. Channel partners are instrumental in adopting these tools, as they can reach a wider audience and provide enhanced productivity benefits.
Channel VARs (Value-Added Resellers) can substantially help enhance sales volume by selling the solution to their existing customer base, especially because these customers are more receptive to learning about new technologies from their trusted technology advisors. Channel partnerships also aid businesses’ growth, allowing them to enter new markets, develop brand recognition and increase product value. As unified communication tools continue to evolve, they will become even more accommodating to channel partners and their customers. This will help to increase productivity levels further and drive down costs. For instance, OEMs (original equipment manufacturers) will likely continue to depend on channel partners’ domestic presence and expert localized knowledge to serve their customers across regions. Therefore, creating processes and strategies to enable their channel partners is a much-needed and extremely productive move for the OEM.
Some channel partners are also changing their business models to match tech OEMs’ XaaS (Anything as a Service) transformation efforts and deliver new forms of value. For example, rather than simply selling products, they are now offering subscription-based services that include product support and training. Other channel partners invest in digital capabilities, such as e-commerce platforms and marketplaces, to reach customers better.
Several factors are driving the changes taking place in the channel ecosystem. First, there is an increasing need for tech solutions that can address various customer needs across industries. This is particularly true in the small and medium-sized business market, where businesses often lack the internal resources to evaluate and purchase complex tech solutions. An enabled Channel partner can play a valuable role in helping manufacturers reach these customers. Secondly, customers’ IT needs are evolving more rapidly than ever before, thanks to disruptive technologies such as cloud computing and artificial intelligence. To keep up with these changes, manufacturers must continually update their product offerings and go-to-market strategies. Channel partners can help OEMs stay ahead of the curve by providing feedback on customer needs and requirements.
The competitive landscape for tech solutions is becoming more globalized. To win in this environment, OEMs need to be able to offer their products and services in multiple languages and across multiple regions. Channel partners can play a critical role in helping businesses address these challenges through integrating UC tools and the consequential benefits of the same. The true potential of UC can only be harnessed when it is integrated with other business applications. This enhances its functionality and allows for a more seamless and cohesive user experience. By integrating email and UC tools with existing enterprise applications, businesses can create a robust communication ecosystem that facilitates better operational processes, impactful interactions, and amplified productivity (and profitability).
