Latest Research by The 2112 Group Defines Specialized Channels and Identifies Four New Partner Types
Report findings reveal new opportunities and allies that will increase vendors’ total addressable markets and revenue
PORT WASHINGTON, NY, Nov. 9, 2016 – A new report by The 2112 Group, Understanding and Leveraging Specialized Channels, identifies and defines Specialized Channels and details how they differ from traditional IT channels. The report also examines the market trends driving Specialized Channels; the needs of these new channel partners; the value attained by vendors engaging Specialized Channels; and strategies for engaging Specialized Channels.
In conjunction with Baptie & Co., 2112 spent the past six months studying the evolution of these Specialized Channels – routes to market through partnerships with companies that have deep connections and instructional knowledge of their specific markets. In many cases, they’re not technology companies or businesses that have native technology capabilities. They include medical device manufacturers, accountants and financial services firms, carmakers, health-care professionals, brick-and-mortar retailers, hoteliers, office furniture dealers, and scores more.
“This trend isn’t just pushing the market into new technology domains; it’s also expanding the total addressable market, opening new revenue opportunities for technology vendors and resellers,” said Lawrence M. Walsh, CEO and chief analyst of The 2112 Group. “As more technology finds its way into traditionally non-technology domains, the market will need more technology to support and enable its smart systems.”
Specialized Channels share many characteristics of their IT counterparts, but they differ in many ways too. They have different needs and expectations. They deliver and measure value differently. And they have significantly different languages and views of the world.
“One size doesn’t fit all in the channel,” added Walsh. “A traditional reseller isn’t necessarily going to get vendors into these new markets. Success in this new playing field requires a specialized skillset.”
About The 2112 Group
THE 2112 GROUP is a business strategy firm focused on improving the performance of technology companies’ direct and indirect channels through our portfolio of market-leading products and services. We leverage proprietary intelligence with qualitative research, market analysis, tools, and enablement programs. Our industry experts approach each engagement by applying innovative solutions customized to meet the needs of our clients. By looking at the technology market from the viewpoint of vendors, partners, and end users, 2112 is uniquely positioned to develop go-to-market strategies that are beneficial to all parties from both a channel and enterprise perspective.