Networking for net gain

John McCarthy says the network needs of today may entail a specialist supplier

Is increased channel competition good for customers? The way to grow a successful business is to sell more to existing customers and then find new customers, to sell them more.

But new customers are not easy to find, so we end up with supply channels that want to maximise the scope of their offering to provide multifaceted, scaleable customer solutions that may encompass non-core products and services.

No company would refuse to increase customer dependency on its products and services. The fact that other firms are currently supplying those additional elements (and by the way, trying to do the same as your business) is what competition is all about.

The customer is just trying to improve what he or she has, staying within the budget. But, to misquote Malvolio in Twelfth Night: "Some seek technology and some have it thrust upon them." There are myriad offerings that can assist with network development – but the customer needs to be guided to the correct one.

When tendering, the decision may be predefined in terms of pure procurement, but the discussions, submissions and negotiations will often bring new options to the fore.

Customers want what is right for the future of their network and users. But, more than anything, the networks need to function reliably and efficiently.

The supplier should be a trusted adviser to the customer's business, an ally in the customer's corner.

Thirty years ago, PC sellers would package hardware, software, maintenance, supplies and, if possible, finance, because buying a PC in those days was a multi-thousand-pound decision. Later you would hope to sell more PCs and discuss networking them.

Today the network underpins the efficiency and perhaps even the success of the business, as customer response and service is dependent on accurate data flowing reliably in all directions. Ask a bank or retail chain – or even more so an e-tailer – what the impact is of the network not being available. Ask a hospital how important patient records are.

Network reliability cannot be compromised, under any circumstances.

John McCarthy is UK channel manager at CommScope Enterprise Solutions