Tech Data SVP: Time To 'Peel Back The Layers' Of Stimulus

Well, let it be said first that Dell has been in the channel for many years. Customers are responding well. Dell realized there was an opportunity here, and they came to us.

What's the brushback been from Dell's competitors so far? Anybody grumbling out loud?

We have the same commitment to other vendors we've always had. The Dell announcement changes nothing about that.

I spoke at length with [Tech Data Vice President of Marketing Services] Katie Dumala about some of Tech Data's newer marketing efforts and their strong social networking flavor. She mentioned vendor-specific communities.

Yes, we're working with vendors independently. They want to establish online communities to help them target VARs that are selling into specific verticals. We're also into Twitter and blogs and everything else, but we're being cautious. We want to make sure there is real value.

Did the vendors come to you specifically about these types of communities? Did they ask for your help, that is, in targeting specific VARs and markets?

We have collaborated. When they look at where they're placing investments they see a high value in social community. I would say adoption has been early by the more mature, aggressive vendors -- the ones that have a large base to begin with.

Do you see a business value for something like Twitter beyond being an additional advertising arm?

It's too early to tell, but it definitely has a place in our business. These things take time to grow. I've been a LinkedIn member for five years, but only in the last year and this year has it become viable for communicating. I'd like to say we're more advanced right now in the social networking, Web 2.0 stuff than others. We've understood for a while that any time you can connect a customer back to a vendor solution is a good one, and one that has value. And these are a less expensive approach, no question.

What technology segments are particularly hot right now and staying so?

We're spending a lot of time on software -- it was our highest growth area as a product category last year, and because we don't really pack or ship anything, it's a great product segment for us. But we're always looking at new opportunities. As Ken Lamneck is fond of saying, let's not waste a crisis.