Tech Advancements: The Biggest Threat — And The Biggest Opportunity — To The BTA Dealer Channel

By Mike Garofola, Senior Marketing Manager of Channel Marketing, OKI Data Americas

Technological advancements are ever changing and they continue to shape the channel as we know it. Convergence between the BTA dealer and IT VAR channels is rapidly taking place and end users are finding it more efficient and less expensive to work with a single technology provider that has everything under one roof instead of working with a number of different vendors. In this regard, the advancement of technology can either work for or against channel partners, depending on which way you look at it and how it’s embraced.

THREAT:

Technology changes faster than we can even imagine. Once a device launches, another is already in the works in order to create something that is faster, more high-tech, and that incorporates new features and functionality to solve end users’ challenges. As technology progresses, channel partners that ignore the new trends can inhibit their ability to create new sources of revenue and profitability. A BTA dealer’s business will suffer if it’s not expanding and evolving its offerings beyond the traditional A3 copier business model.

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