The Tech Deficit can open doors for the best prepared channel partners

Technology is moving forward, demands are changing and businesses across Europe need to adapt to keep pace. But what if their infrastructure prevents them from adapting? A problem emerges.

This problem is the subject of a European study we recently commissioned which highlights a gap between business needs and the infrastructure to support them. We have termed this gap the ‘tech deficit’ and it has implications for the channel, specifically around the changing needs of customers in businesses of all sizes as well as on the growing need for partners who can provide advice and strategy along with products and services.

The report indicates growing opportunities for Channel partners. The constant pressure faced by businesses in Europe to balance the needs of their customers against the operational and commercial realities of their internal infrastructure is forcing decision makers to re-evaluate their approach. IT consultants and VARs will be expected to have answers and solutions and those ready for the road ahead will have opportunities to cross sell, provide advice and help hesitant businesses navigate the complex issues thrown up by the tech deficit.

Key channel findings from the report include:

 -72% of businesses have a moderate or significant tech deficit
 -66% of businesses believe IT consultants and VARs help them grow their business
 -76% state that IT consultants and VARs are considered to be partners more than suppliers
 -63% see a benefit in having a single supplier provide a range of different IT services

Businesses need to meet their daily operational demands and also adapt to future requirements. Restricted by limited resources and inflexible budgets, they will turn to channel partners who can supply solutions that fit with their current capabilities as well as help them develop infrastructure that is flexible and adaptable to future needs. Colt has identified the following areas in which the Channel can focus their efforts to best meet the needs of their customers:

1. Service based delivery will see businesses move away from buying technology and embracing a service based model. 
2. Demand for flexibility in business models and commercial arrangements will rise. Businesses will engage with partners who can help them be more adaptable.
3. Simplification and speed will be key. Businesses will respond well to providers who make their infrastructure less complex via rapidly deployed solutions.

Channel organisations who approach their customers with solutions that enhance underlying infrastructure, meet daily operational requirements and create a platform for fast, flexible and future proofed service delivery will develop rewarding long term relationships. Those who act swiftly can help their customers manage the implications of the tech deficit and strengthen relationships for future mutual success.