Bruce Hockin

Director of storage solutions, Cloud Distribution

What achievement are you most proud of?

My children. That too boring?

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

The increase in end user knowledge. We've had to change our sales approach drastically to continue to add value.

What three things could you not live without?

1. My iPhone - I'm constantly telling my daughter to leave hers alone, but never put mine down! 2. My camera - I like seeing and recording life through a lens. 3. A rugby ball - I coach at my son's club on a Sunday.

What has been your most embarrassing moment so far?

I don't get embarrassed easily, but I do remember calling someone Jim for an entire meeting. His name was Trevor.

What do your family think you do all day?

My wife is in the industry, so she gets it. My children, on the other hand, I've tried explaining the channel to them - they appear interested for 10 seconds and then... blank. I'll try again in 2016.

Who is your ultimate celeb crush?

Rosie Huntington-Whiteley.

What is your guilty pleasure?

Chocolate cake. Every time.

What would be your first act if you were made Prime Minister?

Fix the childcare during school holiday problem. Introduce subsidised regional and nation schemes that allow parents to better manage their work/life balance and for kids, provide for increased cultural and physical stimulation outside of a formal school environment.

Has 2015 been a good, bad or ugly year?

Good - business is going in the right direction, and I started running. I completed my first 10k race in October.

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

I'd be a photographer. It's what I will turn to when I finally hang up my IT boots.

What major issues will the channel face in 2016?

How to remunerate and incentivise sales teams effectively as we adopt more of a utility based cloud model.