The recurring theme at Westcon Group's Imagine 2014 conference was its promise that it will not compete with either vendors or resellers.
On the Cloud front is a guarantee from recently-appointed Australia and New Zealand (A/NZ) managing director, Dave Rosenberg, that the distributor "will not become a Cloud provider".
It proves a timely emphasis; a competing distribution big gun is in the midst of scrutiny for its decision to kick-start its own Cloud.
Westcon Asia-Pacific (APAC) services and Cloud solutions director, Darryl Grauman, said the company's Cloud distribution strategy is instead centred on the upcoming launch of a Syndication Platform in September. "We're offering services on top of our Cloud platform as a pure pass-through," he said.
"We have Cloud providers through which we sell [using the Westcon Cloud Catalogue], then add value [such as consumption billing] to enable Cloud services resellers," he said.
"All of this will run on the Syndication Platform which will be launched in September.
The Platform, which Westcon currently has available for demonstration, contains the distributor's Cloud Catalogue to connect resellers and customers directly to Cloud providers to allow customised consumption.
It includes insights to real-time services, consumption and billing. All purchases made within the platform can be aggregated into a single bill and changed to local currency, while customers can also elect to purchase through resellers.
Resellers utilising the Platform can opt to receive their own branded and labelled web site.
Complementary to the Platform is partner enablement by way of legal templates, channel services, sales enablement, technical enablement, and the Cloud Playbook.
"We are also asking resellers to add their own services and expertise to offer into the market."
Westcon's aforementioned Cloud and digital distribution strategy is one of five points within the distributor's overall reseller enablement model, underpinned by a "best practice, next practice" motto.
It forms the 'next practice' component, and sits beside financing (financial solutions to cater for outcome-based services and flexible purchasing) and channel services (filling the gaps for resellers and vendors rather than competing).
These are supplemented by a promise of consistency and simplicity, as well as efficiency to provide better outcomes for partners.
The five-point approach sits within Westcon's four business facets, according to Rosenberg.
Using regional and global initiatives as a base, Westcon's go-to-market segregates reseller and vendor objectives to act as the "glue" between the two to channel Australian market requirements.
"Vendor and reseller objectives are not often aligned," Rosenberg said. "What we've done is developed vendor-first and reseller-first strategies with two separate teams focused on each."
"From a reseller perspective, it's about solutions for support, creating ecosystems, and processes and logistics. From a vendor perspective, it's about market reach, additional resources, complementary vendors, sales and marketing, design and implementation, warehouse, and financing stability."
"Most importantly, it's about what the market requires. These are brought together by distribution which is the glue."