Linux App Providers Offer Partner Programs to Lure Resellers
Linux applications are becoming more appealing to SMBs, and mainstream vendors are responding with partner programs for channel pros.
By Hailey Lynne McKeefry
Long sold to enterprise customers, Linux applications are now gaining attention from small and midsize businesses as well. In response, open source vendors are directing more attention to the channel and offering partner programs aimed at providing resellers and integrators with technical and sales support, training, deal registration, co-marketing dollars, and marketing assistance.
“Solution providers have a lot of good programs [from mainstream vendors] to choose from, so the Linux vendors coming in have to have something compelling to offer,” says Paul Edwards, director of software partnering and alliances at market research firm IDC. “Providers are looking for programs that are streamlined and offer technical, sales, and marketing enablement.”
Sometimes, “new” open source programs are extensions of existing programs. “These vendors have always had a focus on the channel in some shape and form, but they are now gaining the confidence of the channel, and the channel is being more educated about the potential of open source,” says Michael Goulde, a senior analyst at Forrester Research. “VARs are asking whether [open source vendors] can provide things that are valuable to their businesses, and offer a strong strategic roadmap for working with the vendor that makes them compelling to the partner.”
If anything, today there’s an embarrassment of riches in partnering opportunities, so solution providers can afford to be choosey. According to Raven Zachary, senior analyst and practice head for open source at analyst firm The 451 Group, “VARs and systems integrators need to consider the primary focus of the vendor, as well as their own core strengths, and decide which relationships to focus on.”
Making smart choices will bring VARs the support they need to cash in on the growing opportunities in providing open source Linux applications to their customers.
