David Ellis

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Head of technology and services, EMEA, Arrow ECS

What achievement are you most proud of?

Surviving (and winning my bout) at the CRN Fight Night. Also, being an early part of the Unipalm team that was subsequently acquired by Computerlinks and then Arrow ECS.

What has been the biggest change in the channel since you started working in it?

I've been in the channel for nearly 30 years and the way the internet has evolved has had the most profound effect. That and the way mobile phones have shrunk (and grown again a bit in recent years).

What three things could you not live without?

1. A smartphone, as I use it for everything in the mobile world that we now live in. 2. My training shoes, as I hate not getting any exercise. 3. Good food.

What has been your most embarrassing moment so far?

Collecting a Best Distributor Award from Mickey Mouse at a vendor conference a number of years ago. My children thought it was fantastic at the time though.

What do your family think you do all day?

I don't think they really understand the concept of the channel and think that I'm either travelling, in meetings or on the phone.

Who is your ultimate celeb crush?

It still has to be Kelly LeBrock from the 1985 film Weird Science.

What is your guilty pleasure?

Probably stealing Haribo sweets from my children.

Has 2015 been a good, bad or ugly year?

Overall, I think it has been a good year. There is lots of change and disruption in the IT market, which in turn has created some great opportunities.

If you didn't work in the IT channel, what would you do?

Probably a PE teacher as I like most sports and do some youth football coaching in my spare time.

What major issues will the channel face in 2016?

The channel has to continue to evolve to deliver IT as a utility. This often means adopting a very different ‘go-to market' approach involving everything from delivering a service-based proposition to flexible finance programs.

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