How the tech channels are redefining their post-COVID-19 strategies for growth? Check out my views shared with iTNews Asia.

What has been the impact of the pandemic and how is your organisation adjusting to the new normal?

The pandemic has had a feast and famine impact on the technology business over the last 18 months. It has been a feast for XaaS, cloud and software businesses as they have seen growth come in from all aspects. However, there has been a famine in the hardware business as many of them had not envisaged the unprecedented demand and are now trying to cope with it. What has also not helped is the continuing shortage of semiconductors. As business travel has been dramatically reduced businesses are not being able to engage and meet channel partners face to face which helped them resolve issues and address opportunities faster. Due to lockdowns and market shutdowns, there has been a slowdown and most have started selling online. However, many partners are still behind in the digital adoption process.

Have any of your business processes business model changed during the pandemic?

Like all other businesses, we saw our engagement move online. We have even signed on customers without ever meeting them face to face. This would have been impossible about 18 months ago. On the service offering, we see more customers seeking help from us in the following areas.

????? Communicating with partners with WhatsApp and other messaging tools to reduce zoom and email fatigue

????? Online sales trends of what products, are being sold and where

????? Digital adoption assessment to ensure the partners are on the right maturity levels

????? Digital assets dissemination to ensure brands are able to get their marketing assets to the right audience via channel partners

What are your customer pain points, and how are you addressing them?

We are helping our OEM clients understand and address these needs faster, we see companies more open to using new technologies and ideas to stay connected and maintain business continuity. I have shared above the shifts that we see.

Where do you see growth opportunities in 2021??

I think the first half was still hungover from last year. I see market demand start to pick up in the last 4 -5 months of the year as many customers prepare for 2022. What is not helping is the sudden outbursts of the pandemic. India for example was beginning to pick up and then they had the most severe outbreak. This is leading to the consolidation of smaller businesses into online marketplaces.

What will be your go-to-market strategy going forward?

We are doing pro-bono work for many of our partners to demonstrate our support and capabilities. With this pandemic, we see tremendous opportunities for growth as more businesses will need agencies with digital expertise and created a few proprietary offerings:

????? Market Pulse Check: This is done using WhatsApp business and we are able to report to businesses the weekly market pulse across Asia. This enables them to take guesswork work and manage business more objectively

????? OLR Sales Data: We do syndicate search using our proprietary algorithm to share online sales trends with OEMs so that can better understand and support the channel partners.

????? Digital Health Assessment: To help brands understand where the amplification, e-commerce and engagement capabilities of the key channel partners.

????? Digital Assets and Information Management: To ensure partners are able to share more consistent, locally relevant information that helps customers find the brand via channels more quickly and effectively.

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