Jon Sidwick

Career so far I spent 11 years at Sharp Electronics as area sales manager and general manager, and then 14 years at Maverick from general manager to my current role.

If you could be anyone else for a week, who would you be and what would you do? On one hand, I would like to be head of the G8 and cure world poverty. However, being Wayne Rooney for only 90 minutes and scoring a goal for England has its attractions.

What would you have as your last meal? Tapas – 40 courses.

What is the best corporate jolly you have ever been on/taken partners on? I assume we are talking about serious vendor conferences where most of the time is spent in meeting rooms. So that would be Epson to Vegas.

Do you see the cloud as a threat or an opportunity? It has to be an opportunity, as it’s going to have an impact and there is no such thing as a threat – just the failure to have a business model suitable for the future.

Have any of your predictions come true this year? Yes – Maverick is now being seen as a major UK and European force after a few interesting years.

What do you see as the channel’s biggest challenge in 2011? Budgets and budgets.

What is the best part of your day? Any time which is fast-moving, busy and productive. I have a very low boredom threshold.