Ingram's cloud strategy shaped by VAR feedback

Distribution giant set to launch Cloud Store in UK this September as direct result of partner requests

Ingram Micro is determined to be the top dog in the cloud distribution space, and is listening closely to its reseller base to help shape its strategy.

That was the message from Apay Obang-Oyway (pictured), general manager northern Europe at Ingram Micro Cloud, who told CRN the Cloud Store will launch in the UK this September after it was requested by partners.

The distributor used Microsoft's World Partner Conference (WPC) in Orlando earlier this month to make a raft of announcements about its cloud strategy, including the expansion of its Cloud Marketplace to four new countries: Italy, New Zealand, Spain and Sweden.

"This means we now cover 13 countries, with 3,500 channel partners, have over 15 vendor partners and 60 cloud solutions," Obang-Oyway said. "We are going global and you will see us building momentum and driving our overall cloud strategy."

He added: "We have heard a lot from partners and one of the strongest pieces of feedback was the fact that they wanted their own cloud stores so they can have a portfolio of solutions they can offer their customers. That is what we have done as a direct response to that feedback. We have created a white-label service that partners can brand as their own, but which is fully backed up and supported by Ingram."

He said this includes managing their own recurring billing systems, offering promo codes to customers and managing their own pricing structure as well as a 'flexible' control panel.

Obang-Oyway added that Ingram was continuing with its popular Cloud University series, with its latest event - a two-day getaway at Lingfield Park in Surrey - set for September.

"Again we have been listening to partner feedback as we continue to advance the curriculum and have reshaped the content based on what partners have said to us," he explained. "We are no longer evangelising the cloud - partners are already aware of that - we are now helping them leverage the opportunity, and we have a range of speakers at the Cloud University event including Microsoft and the Cloud Industry Forum, as well as sales training that is normally charged for but is completely free. The fact that it is now a two-day event not only shows the demand, but that there is a lot of positivity surrounding the cloud."

He concluded: "From our perspective we have always said we are serious about the cloud and it is an important opportunity for us to leverage. We will continue to invest. We are excited about our strength and leadership in the market, and will continue to develop and drive that strategy forward."