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Channel Partners Can Help Organisations Adjust to Comprehensive Changes in Tech Landscape

Written By: Michael Magura, Nutanix Vice President, Partner Sales, Asia Pacific & Japan (APJ)


Broadcom’s recent acquisition of VMware has sent ripples through companies of all sizes, triggering a shift in the technology landscape. As organisations grapple with uncertainties surrounding potential changes in pricing and support and potential lack of clarity on product roadmaps, and more, the role channel partners play has become increasingly pivotal in navigating these transitions.

Channel Partners

Michael Magura, Nutanix Vice President, Partner Sales, Asia Pacific & Japan (APJ)

Alongside this change has come a wave of disruptive innovations, with technologies like Artificial Intelligence (AI) leading people to reimagine the possibilities of the industry. Organisations must navigate through this changing climate; however, the question arises: How can they effectively mitigate risks and avoid falling behind?

With the industry consolidating around key players, it is easy to adopt a wait-and-watch approach. Yet complacency is dangerous. To stay ahead of the curve amid industry upheaval, it becomes crucial for companies to proactively adapt and strategise. Insights gleaned from a recent panel discussion among Nutanix channel partners shed light on the emerging trends and strategies partners are taking to address the changing needs and demands of customers.

Successful Shielding: Mitigation as Armour Against Risk

In a world where uncertainty looms large, proactive risk mitigation emerges as a cornerstone for organisational resilience. This entails embracing multi-vendor or multi-strategy models to manage potential disruptions. It can also include moving away from one vendor to another. As witnessed with the acquisition of VMware, many channel partners and organisations were forced to quickly adapt, learning the hard way that forgoing proactive planning can lead to significant repercussions.

As Pranay Anand, Vice President of Innovation & Technology Solutions at NTT Singapore Pte. Ltd., highlighted: “Customers are saying, this shall pass. It hasn’t, and the bill shock is enormous at the moment.”

To guard against future uncertainties, organisations are urged to carefully consider and diversify their current tech stacks.

“Some customers are years away from their life cycle refreshes,” Pedro Duarte, Sales Director at Think Solutions in Australia, added, leaving them exposed to years of risk. Partnering with industry leaders that offer both scale and flexibility will enable organisations to adopt forward-looking strategies.

Precision Problem-Solving through Proactivity

In today’s cost-conscious and fast-paced market landscape, organisations are under pressure to optimise resources and enhance agility. Many are transitioning from dictating technical specifications to seeking outcome-oriented solutions. Entrusting expert channel partners to navigate the intricacies allows organisations to focus on desired outcomes rather than getting bogged down by technical minutiae.

Customers are also seeking comprehensive but nimble solutions that empower them to navigate market challenges efficiently, and can be easily deployed at the tap of a button. What organisations want is for their partners to “provide them with an outcome, and look after the rest in the background,” said Duarte. Channel partners have even drawn parallels to crisis management, ensuring their customers have the right strategies and support in place. With this, many organisations are turning to hybrid multicloud as they position themselves to support new workloads.  This can help minimise impact and ensure flexibility when met with changing business demands, while ensuring optimal performance and cost-efficiency.

Co-Creating the Blueprint for Success with Channel Partners

As the tech industry undergoes significant transformations from time to time, organisations are increasingly valuing collaborative innovation and the benefits of partnering with clients and specialised ecosystems.

Amit Jain, Founder of and CEO at Integrated Tech9labs in India, shared his insights on the challenges of staying current with rapidly evolving technologies, saying: “Sometimes, it’s challenging to keep pace with all the developments in technology. Partnerships are crucial in maintaining the expertise of organisations and teams, ensuring they continue to deliver effectively,” he explained.

“With the industry consolidating around key players, it is easy to adopt a wait-and-watch approach. Yet complacency is dangerous. To stay ahead of the curve amid industry upheaval, it becomes crucial for companies to proactively adapt and strategise.”

Conversations around co-creation and co-innovation have also gained traction, particularly as the hybrid multicloud landscape becomes increasingly complex. Organisations are also enabling their people to “take responsibility for gaining the skills for their career,” noted Nick Winch, CEO of Qirx in Australia. We are seeing a tangible shift towards heavier investments in training and innovation labs, underscoring the idea of value-added services through upskilling and reskilling.

This approach fosters innovation and ensures agility in meeting evolving customer demands, a sentiment echoed by Jasmine Goh, Director of Solutions Sales Specialist & Partner Alliance at

NTT Singapore Pte. Ltd., where resilience and client-centric solutions will “redefine what is possible in the cloud ecosystem.”

In a landscape defined by rapid change and uncertainty, proactive risk mitigation and strategic planning emerge as imperative pillars for organisational success. As echoed by industry leaders and channel partners alike, the key to navigating these challenges lies in embracing collaborative innovation, harnessing the collective expertise of partners, and fostering a culture of continuous learning and adaptation.

By working together, organisations can shield themselves against potential risks, seize emerging opportunities, and stay competitive. The importance of channel partners cannot be overstated. Together, we can chart a course towards resilience, agility, and sustained success.