US vendors have been urged to get closer to the UK channel as research finds many VARs in this country feel overlooked.
A recent study of 130 UK channel firms found just 37 per cent worked with US vendors. More than four-fifths of those had needed to actively seek out the partnership.
Having close ties with the local market was singled out as a key attribute for potential vendor partners by 29 per cent of respondents. The same amount indicated favourable price comparison was important, while 38 per cent are focused on a unique product offering.
The research, which was conducted by TopLine Communications, found almost two-thirds of respondents have not had any contact from US vendors in the last month. Three in ten UK channel players stated they have been approached by fewer than five US firms in their history.
Andy Williams works in London as a trade advisor for the American Embassy's US Commercial Service and helps stateside vendors find UK partners. He claimed now was an ideal time for IT firms to cross the Atlantic.
“The last year has seen a noticeable increase in the number of US IT companies targeting the UK market," he said. "This is partly because they are trying to broaden their horizons as things look tough on the ground and investors are pushing for global growth.
"But now is also a good time to be launching in the UK as the market is open to finding out about innovative IT products and services.”
Today saw 14 of the UK IT channel's biggest hitters come together to determine the winners of CRN's WiC awards. But what does being a WiC judge actually involve? Doug Woodburn reports
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