Cloud service provider wants solution providers to collaborate with distributors on business development
Amazon is disrupting many models and conventional go-to-market strategies, but even this juggernaut can’t escape the value proposition that comes from matching partners with distributors for business development.
The Lowdown: Amazon Web Services, the cloud computing division of the digital conglomerate, is encouraging members of its AWS Partner Network to seek the support of its authorized distributors around the world for everything from training and enablement to business development and capabilities augmentation in supporting end customers. The encouragement to work with distributors is not specific or attached to a particular program.
The Details: AWS says partners can gain valuable resources through its authorized distributors, including onboarding support, assistance in building business plans, financial resources, technical enablement, billing services, and other go-to-market activities. In other words, AWS is acknowledging that even in its partner ecosystem, distributors play a valuable role in providing the technical, operational, and administrative support partners need to develop viable businesses.
While AWS encourages partners to work with distributors, it specifies members of the “AWS Distributors” program that cover specific regions and markets with vetted services.
The following are the distributors by region and market segment:
>United States: Ingram Micro, Tech Data
>U.S. Public Sector: Carasoft, DLT Solutions, Ingram Micro, Tech Data
>Canada: Synnex, Tech Data
>Europe: Arrow, Tech Data
>Europe Public Sector: Tech Data
>Australia: Tech Data, Westcon-Comstor
>New Zealand: Westcon-Comstor
>Mexico: CompuSoluciones, Tech Data
>India: Crayon, Redington
>South Africa: First Distribution
>Egypt/Persian Gulf: Redington
>Argentina: Tech Data
>Peru: Tech Data
>Chile: Tech Data
Channelnomics Point of View: AWS is no stranger to distribution. The fact that the cloud provider linked up with several distributors early in its development to appeal to solution providers shows that, even in this bustling cloud segment, Amazon partners, like those of legacy vendors such as Microsoft and Cisco, need support and capabilities enhancements to bolster their market potential.