Changing tides in the channel: differentiating on value, not cost

Joachim Sturmhoefel, Managing Director at SEH, advises how resellers can change their approach to problem solving, rather than engaging in a race to the bottom on price.

Disrupt or be disrupted – this is the digital transformation ultimatum all businesses are facing, and it is causing a significant problem when it comes to infrastructure. Managing the adoption of new technologies for any business is tricky, but it is especially pronounced in sectors with a reliance on hardware. Here, the gaps between old ways of working and the benefits digital transformation can offer need to be bridged, creating both a challenge and an opportunity for resellers.

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