Why Go It Alone?

I bring this up because solution providers increasingly are more willing—eager, in fact—to weave their go-to-market messages with those of other VARs. This despite the fact that they are completely capable of going it alone in their region of the country or with their vertical specialty. But why sing solo when harmony can be even more compelling?

Virtually every solution provider I've interviewed this year is reviewing or considering some sort of alliance with one or more of its peers. At the heart of these relationships is a very simple theme: better service delivery in a broader swath of geographies or technical disciplines. Let's be clear: These are not buying consortiums.

The growth of Coast Solutions Group, a West Coast alliance that was nearing 80 members last month and probably has topped that mark as I write this column, is just one manifestation of the channel's interest in services networks. The Ingram Micro Service Network is a much broader incarnation that's been around a lot longer. 1NService, which met late last week in San Jose, Calif., is another such alliance, albeit much more exclusively focused on expert regional network/security integrators. And there are plenty more groups in the offing.

If you've been involved with the channel a long time, like me, this whole theme of VAR networks may sound like deja vu all over again. The mid-1990s saw the rise and fall of several such initiatives.

There are a number of reasons why this most recent batch of alliances has a better chance of success. For one, there simply are fewer national systems integrators serving the midmarket, which has created a void, especially now that customers are willing to invest in complex technologies such as VoIP, wireless enablement and security.

Perhaps even more important, however—these networks are more customer-centric than in the past, aimed at guaranteeing certain levels of service delivery regardless of location. And that, you'll agree, should be music to every prospective customer's ears.

Who are you making friends with? HEATHER CLANCY, Editor at CRN, appreciates your letters and comments at [email protected].