Services lead the way

As customers cut and control costs, the role of a services-led reseller has never been more important, argues Colm O'Neill.

Analysts have predicted that the global storage services market will be worth $22bn in 2002, and it is expected to keep growing over the next three years.

In an economic climate where customers are concerned with cutting and controlling costs, ensuring that information is secure and improving time to market, the role of a services-led reseller has never been more important.

Although data storage technology is central to solving many IT managers' headaches, no amount of technology will solve the wider business issues without the appropriate services.

But, together with services, technology can help organisations meet business goals. Services-led resellers should help their clients understand what overall impact storage technology can have on their business.

They should also offer advice on selecting the correct technology in line with the current legacy environment and budget, and they can help the client implement and integrate the technology.

There are data storage vendors that would like customers to believe that they develop and manufacture all of the technology, as well as offer a comprehensive service capability as an 'end-to-end' solution.

This is simply not true, and there is a real opportunity for a services-led reseller looking to expand their market share.

A true services-led reseller understands and fully evaluates the technology available and takes some risks. This is a new industry and the biggest mistake a reseller could make would be to use only its existing partners or try to work with everyone.

Resellers must also invest in new skills, in terms of sales and professional services.

Storage is a totally different sell from other technology products, and end users are becoming far more savvy about their needs, particularly in more complex mixed operating system environments.

Finally, it is necessary to demonstrate the value a reseller is offering to its customers. By tailoring its approach to the customer, the reseller will be rewarded with a rich seam of repeatable revenue.

The real winners in 2002 will be firms that help their customers maximise their technology's benefits. So pick your business partners and get ready to sell.

Colm O'Neill is partner sales director UK and Ireland at EMC.