'We've reinvented what partnership looks like' - Dell channel bosses outline three key trends shaping its partner ecosystem

'We need to change our mindset to deliver an experience' says SVP of global alliances Denise Millard

Dell claims it has "reinvented what partnership looks like" as the vendor's channel bosses laid out three key trends shaping its partner ecosystem during Dell Technologies World.

In its Partnering for the Future session at Dell Technologies World, Dell staff said the company had "reinvented what partnership looks like" driven by a technology shift during the pandemic.

They pointed to three key trends driving its partner base: partners taking more of an "ecosystem" approach; the introduction of as-a-service; and more specialisation by industry.

"We see three big trends reshaping the partner landscape, driven by customer demand," said Rola Dagher, global channel chief.

"First, we are seeing partners take an ecosystem approach to how they serve customers. The lines between partner types are blurring and they are recognising the tremendous value they can deliver together.

"Customers are engaging with more than one partner because they're focusing on an outcome, an experience - better, faster and at a lower cost.

"That's because today we live in a world where experience and personalisation is paramount. Gone are the days when a single product technology or a solution is enough. Now we are delivering for the future, an inclusive future for all.

"This means we need to change our mindset to deliver an experience, and this really relates to the second trend we see which is as-a-service," Denise Millard, senior vice-president of Global Alliances, said.

"It's become the standard. It's one of the reasons you're seeing us go all in with Apex. It's an incredible opportunity for partners to create their own IP around consumption offerings and services.

"And what does that mean? It means deeper customer relationships and new recurring revenue opportunities."

And speaking about the third trend, Haley Taber, vice-president of global industry sales, said Dell was seeing its partners "specialise by industry" which includes "investing in in-house capabilities to customise solutions".

Dell has used this year's Dell Technologies World to announce the launch of its as-a-service platform APEX, which it says will gift elegible partners as much as 30 per cent incentives on APEX turnkey outcome-based offers.

And in a similar theme to Michael Dell's keynote speech yesterday, Dell once again praised the role of technology and especially its partners for tackling the problems posed by the pandemic.

"I think we've witnessed three years of digital transformation in three months and the one thing that we've learned is that our partnerships have never been more important, never been stronger," said Cheryl Cook, senior vice-president of global channel.

"Technology is an enabler, but our partners are the true transformers. They're redesigning, rethinking and reshaping the future today, they're helping all of us go faster and be more responsive for our customers, they're helping us learn and lower risk and they are enabling technology for good."