Ingram Micro (UK) joins IT industry leaders to form the Channel Transformation Alliance

Ingram Micro (UK), a division of Ingram Micro Inc., has announced the launch of the Channel Transformation Alliance. To further accelerate industry adoption and support the IT reseller channel's success with cloud computing, managed services, and emerging technologies, Ingram Micro UK has joined a number of leading IT industry companies to form the Channel Transformation Alliance. Founding members include Ingram Micro, HP, Microsoft, CA Technologies, Symantec, APC, Kingston, SNIA Europe, and Solution Provider Community International.

The Channel Transformation  Alliance was formed on the premise that IT reseller channel's expertise, consultancy, and professional services will optimize the competitive advantages and economic advantages cloud computing and other emerging technologies offer to businesses. Resellers will continue to be the 'Virtual CIO,' while also becoming their customers' 'Virtual CEO, or Cloud Experience Owner.' Businesses who choose to 'go it alone' and 'buy direct' may struggle to integrate on-premise legacy applications with the Cloud and garner the maximum benefit and efficiency of these technologies.  The Channel Transformation Alliance operates with the shared philosophy and vision where the reseller channel continues to play the leading role as the trusted advisor to local business clients and adds value to the integration and application of technology into the business strategies and business processes. 

The Channel Transformation Alliance provides a unique blend of the IT vendor, distributor, trade association, and channel training communities.  The Channel Transformation Alliance promotes education and enablement via a broad number of vehicles, including field-based topical and educational events, classroom style 'boot camp' training, web-based training, face-to-face consulting engagements, business development resources, and documentation, practical business tools and best practices downloadable on a multi-lingual educational web portal at  The education will focus on the reseller business model changes required for success. This includes new services-based compensation models for sales professionals and engineers,  introduction of different key performance indicators to measure the resellers success.  In addition, the tools also cover innovative marketing and sales models to generate demand, increase customer lifetime value, and build an annuity contract and monthly-recurring revenue base.

"While some observers predict the demise or dis-intermediation of the IT reseller channel in the era of cloud computing and emerging technologies, the Channel Transformation Alliance believes that the reseller channel remains the primary route-to-market and that resellers will not only survive through this industry transformation, but also thrive in the era of cloud computing and IT-as-a-Service," says Jason Beal, Senior Director, Services and Cloud Computing for Ingram Micro EMEA, "The Channel Transformation Alliance believes it is our role and duty to provide the IT reseller channel with the education, roadmaps, and best practices to make this transition and develop a business model for success with cloud computing. Together we will further enable our channel partners to clearly articulate and demonstrate the benefits of cloud computing, managed services, and emerging technologies to their customers."

"With the creation of the Channel Transformation Alliance, a common ground for the IT industry's cloud innovators has been established to share their vision, and provide a roadmap and a curriculum for success. The Channel Transformation Alliance will help drive greater visibility into the opportunities and benefits that cloud computing brings to the IT channel at large, as well as providing information on how to overcome perceived challenges, and HP is proud to be a founding member," says Klaus Rumsauer, Channel & SMB sales director, Enterprise Server, Storage and Networking, HP EMEA



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