Tech Data Gets Smarter...

Solution providers gain significantly, says Tech Data, because the training and courses improve the distributor's core knowledge in specific categories, increasing its ability to design, configure, sell and support enterprise-level solutions. Tech Data is also prepared to step up and fill in for VARs who have been forced to lay off or can't afford to retain technical staff because of the slow economy.

Tech Data is specifically addressing the storage, security, telephony and wireless categories with certifications, such as Cisco Systems' CISSP, Compaq's StorageWorks Master ASE SAN Architect and Brocade's Fabric Design. Tech Data executives say even more certifications are on the way, as it also aims to focus more attention on the Linux and Unix categories.

The distributor's original plan "was to get our technical support to the next level -- to be of better service for a higher level of reseller," says Barb Miller, director of technical services at Tech Data. "Now, Tech Data can better serve all resellers with a higher level of technical expertise."

Yet, increasing certifications was only part of the strategy for becoming more enterprise-savvy. Tech Data also strengthened its Enterprise Division, which formed last year, by investing $2.5 million in an enterprise solutions lab for VARs and vendors. The on-site lab -- part showplace and part learning center -- displays a variety of technologies, such as Blade Servers from Sun Microsystems, IBM X440 and Compaq EVA.

Even still, enterprise-level distributors, such as the specialized divisions of Arrow Electronics and Avnet, remain unthreatened by Tech Data's surge of expertise because the company is still viewed as a broadline distributor. As such, Tech Data is unable to carry high-end lines of IBM and HP product, such as IBM's P-series.

Executives at broadline distributor Ingram Micro say its enterprise-focused engineers hold well over 1,000 certifications and the company has been touting its more significant certifications for several years. Ingram Micro engineers and technicians perform 50,000 person-hours of training per year, and Ingram Micro tracks what certifications are most in-demand by customers and vendors for presales and postsales support. About 90 percent of the 6,000 support calls the distributor receives every day are for presales support and consultations, the company says.

Ingram Micro continues to heavily focus its training and certifications on networking, storage and security. For example, Ingram Micro engineers possess certifications in 3Com SS3 Firewall; CheckPoint CCSA/CCSE; Cisco CCDA/CCDP; Cisco specialization certifications in IP Telephony, Wireless LAN and VPN/Security; Compaq ASE/StorageWorks; Enterasys ESE; IBM WebSphere; Microsoft MCSE; Novell MCNE; and more.

Even still, Ingram Micro cautions that simply holding certifications doesn't impress VARs and vendors. "It's not the certifications or even the knowledge that creates the value for our partners -- it's how we make this knowledge available to them," says Bill Brooks, senior director of Ingram Micro Technical Support.