There are still 600+ companies in the security dating pool, so we're certainly not running out of options for partnerships, but it's clear that consolidation in certain markets is going to impact the way a VAR chooses those partnerships.
By submitting your email address, you agree to receive emails regarding relevant topic offers from TechTarget and its partners. You can withdraw your consent at any time. Contact TechTarget at 275 Grove Street, Newton, MA.
Consolidation is natural, necessary and predictable, so planning for the potential transition of a stand-alone product to a feature within a larger suite of features is really important. Sometimes this happens as a function of technology evolution, and sometimes it happens by vendor acquisition. Figuring out which is most likely takes a combination of skill, luck and timing.
I think it's safe to say that VARs maintain tiers of partnerships. These are usually driven by the amount of business done with a partner, which in turn is driven by demand from customers. Solid markets driven by a few stable companies usually secures the bedrock partner strategies that anchor the portfolio. These first-tier security vendor partners usually don't change. They define, in many cases, how a company leads and operates.
However, many times when technologies emerge, partnerships become opportunistic. These are second-tier security vendor partners. An investment made in an emerging space is by far the most tenuous because one must make a bet on unvetted companies with unproven solutions. This is a gamble that sometimes pays off, but sometimes it does not. At this tier, the consolidation and elimination factor is high.
NAC and DLP are perfect examples of emerging technologies taken to market by second-tier vendors. The last few years have seen the emergence of dozens of companies that have either changed their business models to enter these markets or were created from scratch to do so. For many reasons these markets have not matched the hype, and many of these companies are selling, being acquired, changing strategy or going away.
Partnering is an investment in time, money and trust, and there aren't often second chances if expectations are not met on either side. Choosing on which side of the stability/agility partnership fence one wishes to stand is really critical.
Deciding whether or not to add more vendor partners as "insurance" really smells of desperation and poor planning. If the business case merits partnering, then one should certainly consider it. On the other hand, hope is not a strategy, so doing the appropriate homework and understanding the long-term strategy of the security industry is critical if a VAR intends to be successful in the long term.
Dig Deeper on Channel business management strategies
Related Q&A from Christofer Hoff
Learn why companies that place too much emphasis on security regulatory compliance run the risk of neglecting a full-orbed structured assessment ...continue reading
Data leakage prevention (DLP) has become a feature of much larger information-centric lifecycle management suites of large companies with expansive ...continue reading
Learn why the upcoming changes to the Payment Card Industry Data Security Standard (PCI-DSS), designed to prevent further corporate data breaches, ...continue reading
Have a question for an expert?
Please add a title for your question
Get answers from a TechTarget expert on whatever's puzzling you.