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Research reveals underlying change in distribution role

Distribution is changing rapidly and, especially in Europe, is finding a new role as a provider of cloud services, e-commerce, specialist logistics and support for the channel during its transition to new revenue models. This is according to a new special report for the Global Technology Distribution Council (GTDC) by IT Europa.

As well as providing coverage, onboarding and recruitment of new channels in all the markets in Europe, which usually means some element of localisation and cultural fit in IT supply, the report identifies some of the ways that distribution is now able to work to develop new business lines, especially in services, where the move to cloud adoption makes it a lot easier for developers and solution providers to create solutions, but where they still need ways to reach their markets.

Vendors cited in the report say they are using distribution for access to markets that would otherwise involve them in setting-up local offices and providing local more resources.

GTDC Europe’s General Manager Peter van den Berg said: “Work closely with distributors and they will be able to guide you as to which products are going to be the winners. Distribution is no longer just about pick, pack and ship,” he said, adding: “The services on offer are many and varied, and are used to complement what the channel is doing.”

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