Share This Article:

Ingram Micro announced this morning a major expansion in its services portfolio with the addition of new cloud products from security vendors Symantec and Trend Micro, as well as new managed services enabling tools from remote monitoring and management (RMM) vendor N-Able.

Symantec is now making its SEP.cloud available to U.S. partners of Ingram. N-Able’s N-central RMM platform and Trend Micro’s Worry-Free Business Security Services are available to partners throughout North America.

“Cloud security and remote management and monitoring are two ‘must have’ solution sets for progressive channel partners who are using technology innovation to deliver greater services value and help their customers meet and exceed business goals,” says Renee Bergeron, vice president of managed services and cloud computing, Ingram Micro North America.

Truth is, there’s nothing unique about Ingram adding these products to its portfolio. Other distributors, such as Tech Data, Synnex and Arrow have made similar announcements of late. And the addition of new cloud-based services to distributor’s line card is almost becoming routine as vendors and distributors look to expand their footprint in the burgeoning cloud marketplace.

What the Ingram announcement reflects is the changing role of distributors in the cloud.

Solution providers tell Channelnomics they’re not seeing the value of cloud products proffered by vendors and new cloud service providers. Some solution providers say the vendors try to position their cloud services as being exceedingly simple, easy to adopt and guaranteed moneymakers. Rarely is this true. Solution providers are looking for guidance on their cloud partner selection and product offerings, and that’s where distributors come in.

Solution providers are looking to their distributors as cloud guides. They want distributors to be more than a source, but a trusted advisor in selecting the right vendors, service products and, in some cases, aggregators of multiple services that create “integrated cloud solutions.”

The challenge distributors will likely have is balancing the desires of their solution providers and their own need to push products to make money. Distributors don’t always promote the best products. They sometimes will push the products they’re incented to sell by their vendors. The more units they push through the channel, the greater the vendor reward and repeat business.

Distributors like Ingram are filling the void of guidance and information in the cloud that the channel needs. It’s up to the solution providers to keep them honest and hold them to their promises of integrity in the guidance they provide on cloud offerings. So far, this is an area where Ingram has succeed in its cloud and services programs.

* * *

Lawrence M. Walsh is CEO and president of The 2112 Group, a technology business advisory service that specializes in optimizing indirect channels and partner relationships. He’s also the executive director of the Channel Vanguard Council. He is the former publisher of Channel Insider and editor of VARBusiness Magazine. You can reach him at lmwalsh@the2112group.com.

On Twitter:
Larry Walsh:@lmwalsh2112| Channelnomics: @channelnomics