Our vendors’ responsibility is to create exceptional technology solutions for real needs, build awareness and demand, and optimise sales to sustain business. Their ongoing product development combined with customer education drives the eventual commoditisation of products - even those which represent a complex synthesis of technologies.

From the end-customer’s perspective, however, most technology purchases involve complex business decisions and planning, and such purchases are not considered in the same vein as commodities. End-users are not concerned with the product marketing lifecycle - but they do expect to deploy the solutions to core business problems of corporate governance, productivity, process enablement and business continuity.

Distribution Central has developed the Technology Translation Model to benefit the entire IT channel. It provides a business framework for us to deliver technologies to our partners, so they can translate complex technology into deliverables for their customers.

Resellers are critical in providing a transactional, prime contractor relationship with customers. This requires resources from distribution and vendor partners that can bring the wealth of knowledge and services needed to deliver compliant, business-enabling solutions to end-users.

For Distribution Central, it’s all about nourishing the channel through knowledge.