Recognising the role of the channel and supporting it

Business fundamentals dictate the need for specialist distribution in the IT security sector to translate complex technology into business benefits.

A vendor’s responsibility is to create exceptional technology to answer real needs, create awareness and demand for this technology, and maximise sales to sustain business. In marketing there is an understanding that ongoing product development combined with expanding customer awareness drives the commoditisation of products—even with complex, emerging technologies.

The predicament from the end customer perspective is that there is nothing commodity based, discretionary or non-considered about an IT security purchase decision. This dichotomy—the commodity sell of complex technology—presents an enormous dilemma, and with it an enormous channel opportunity.

The channel therefore must assume the role of translating mass marketed, complex technology into highly customised business productivity initiatives.

End users are not concerned with the technology and the general commoditisation of products, but they expect that the channel will provide answers to the two major concerns of modern business:

Corporate governance: Boards are concerned with the legal implications of IT security threats and with the demands placed on them by legislation and shareholder rights.

Business continuity: Businesses need their corporate networks and data handling to be optimised, with maximum usage to authorised stakeholders, with a balance of high functionality and high security. Security is an enabling strategy. Business continuity means being able to operate even if you are under attack.

 To create the necessary channel culture that will resolve the disparate needs of vendors and end-users, Firewall Systems has created the Distribution In Depth model. In doing so, we deliver a portfolio of technologies and services in a business framework that enables vendors and resellers to deliver on the unique IT security needs of their customers.