We are seeing the technology industry shifting gear when it comes to next-generation technologies. It’s an exciting time for the IT industry; we are experiencing a major technological evolution.

I’m all in favour of this change as my time and focus is spent helping Avnet’s partners evolve and grow their businesses. More than most, I see first-hand how change can be difficult at the best of times. It requires great courage for a business to change the formula that has made it successful. But in truth, when it comes to IT, the formula that made us successful in the past is not the same formula for our future success. Channel partners need to branch out and try new things with new technologies. They might need different skills, a different message or even different customers. But of course, despite what you might read, change doesn’t happen overnight.

Marcus Adae, Vice President Core Suppliers & Technology Groups, Avnet Technology Solutions EMEA, discusses the key challenges around SD-X and what partners can do to overcome them

There is one question circling the industry at the moment and causing quite a stir; “what do we mean by ‘Software-Defined Anything’?” As it stands today, not all organisations within the channel eco-system necessarily agree on a common standard for the term. To me, ‘Software-Defined Anything’ (SD-X) is an all-encompassing term covering a broad spectrum of technologies. And partners, resellers and distributors alike have slightly differing agendas in terms of where they position these technologies.

However, this means resellers are now faced with a totally new sales game. They’re tasked with finding the most appropriate solutions to take to market in order to start their transition into the brave new world of a ‘business-led consultancy approach to IT’. So, what are the key challenges and how can partners and resellers look to overcome them?