Vodafone Taps AppDirect for North America Expansion

Deal highlights growing role of digital platforms and TSBs as essential sales channels.

By Larry Walsh

Vodafone Business, the European telecommunications giant, selected AppDirect to expand its North America coverage and market share. The agreement highlights the growing importance of digital marketplaces and technology services brokers (TSBs) as go-to-market channels for service-based vendors.
As services comprise an increasing portion of vendor portfolios, leveraging digital commerce platforms and TSB partner networks is critical for rapid market expansion. Vendors that fail to take advantage of these third-party channel partners risk losing ground to competitors more adept at indirect sales.

Vodafone is leveraging AppDirect’s digital subscription platform and advisor network to expand into the North America market quickly. This provides Vodafone with insta...