Channel Partners

FAL 2015

For 25 years, Channel Partners has been a resource for indirect sales channels, such as agents, VARs and dealers, that provide network-based communications and computing services, associated CPE and applications, and managed and professional services

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Channel Partners Channel Partners I T T E L E C O M Editorial ART WITTMANN VP Business Technologies art.wittmann@informa.com, ext. 36735 LORNA GAREY, Editor-in-Chief lorna.garey@informa.com, +1 617 990 4645 ELLEN MURASKIN Senior Editor ellen.muraskin@informa.com, ext. 36764 BUFFY NAYLOR Managing Editor buffy.naylor@informa.com, ext. 36736 CRAIG GALBRAITH Senior Online Managing Editor craig.galbraith@informa.com, ext. 36092 JOSH LONG Chief Legal Correspondent josh.long@informa.com, ext. 36047 Contributors HOWARD M. COHN MICHAEL DAVIS DEDE HAAS Sales RICK REED VP of Sales rick.reed@informa.com, ext. 36031 CJ FOSTER Senior Account Executive cj.foster@informa.com, ext. 36006 KEVIN MORRIS Senior Account Executive kevin.morris@informa.com, ext. 36027 LEEZ MAY Vendor Locator Program leez.may@informa.com, ext. 36069 SIERRA COUGHLIN, Other Sales Inquiries sierra.coughlin@informa.com, ext. 36089 Marketing Services DANIELLE DUNLAP Vice President, Marketing Services JOSEPH DIPASTENA Creative Director ISRAEL LAVEAGA Art Director, Business Technology LEEZ MAY Program Manager Marketing KATHERINE JACKSON Audience Marketing Director KATIE EGLY Marketing Manager AMANDA SAYE Audience Marketing Manager BRITTANY WATTS Marketing Manager DAVID HURLEY Field Marketing Manager Subscription Customer Service, +1 800 581 1811 Events DANA HICKS Senior Vice President, Event Director SARAH WASCHLER Senior Director, Events LOLA ORTEGA Exhibit Operations Director SHILO LUSSON Education Director JESSICA ACKERMAN Education Coordinator VANESSA CRUZ Exhibit Operations Manager ANGELINA SOTO Exhibit Operations Coordinator CARRIE FREESE Assistant Event Manager LINDSAY KUTSKO Event Registration Coordinator JOHN SIEFERT President KELLY RIDLEY Chief Financial Officer SABRINA WOLF Human Resources Director Published by Informa Exhibitions LLC 3300 N. Central Ave., Suite 300 Phoenix, AZ 85012 +1 480 990 1101 FAX: +1 480 990 0819 Email: channelpartners@vpico.com Web: channelpartnersonline.com Miss an issue? Call or go online to obtain your copies: +1 800 581 1811 or channelpartnersonline.com WHAT SHOULD REALLY WORRY YOU ABOUT CLOUD Judging by the data, many customers see cloud as a Doomsday Machine — simple for business users to understand, credible and convincing, yet able to annihilate their race. Who needs admins when all the servers and NAS arrays are in a cloud bunker in Idaho? The response for many has been to stonewall. When business leaders ask about cloud, throw out a couple of anecdotes about disastrous AWS outages, mumble something dire about compliance, then go back to the war server room and play Minecraft. Trusted advisers need to stop aiding and abetting that behavior. First, your customers have shadow cloud services running. Every last one of them. Cloud Security Alliance audits show an industry average of 928 cloud services in use per company. IT is typically aware of only 60 — not even 10 percent of the total. That's not conjecture, it's log analysis. As security expert Michael Davis discusses in our cover story, "Cloud Risk, Hype vs. Reality," starting on Page 16, you can't protect what you don't know about. Second, all those blue-chip vendors you've partnered with for years are very serious about moving workloads to the cloud. Preferably their clouds, say AT&T, Cisco, HP, IBM, Microsoft, Rackspace, Verizon, even Oracle. Brocade and F5 are selling their products as virtual network functions. Starting on Page 8, Howard Cohen lays out the domination strategies for some top IaaS providers, on whose networks hundreds of innovative products are being built. DR-as-a-service, productivity suites, databases. There's no business app that you cannot provision for customers from the cloud. Multimillion dollar companies run just fine without so much as a PBX. And finally, the health of your business depends on welcoming born-in- the-cloud vendors and customers. As Dede Haas discusses, relationships matter now just as much as when you'd go on-site to swap out a stack of appliances. Line of business decision-makers understand that a new world order is at hand, and they're watching to see which partners have their companies' best interests at heart. As our keynoters will point out, cloud's the new C-suite BFF. Where that leaves you is entirely in your hands. I don't care whether a customer is in the business of selling cars, baking pizzas or delivering health care, cloud services — and with them the Internet of Things and new cyberthreats and opportunities — are here now. You'll hear about them throughout Cloud Partners, from the winners of our 2015 Cloudy awards for innovation to education sessions on developing a cloud broker or security practice to working with Amazon and Google. The long-term survival of your customers is at stake. Let them fall too far behind competitors in use of cloud and they risk being priced, or innovated, right out of existence. And they'll take you with them. Now that's something to worry about. Lorna Garey, Editor-in-Chief @lornagarey > EDITOR'S LETTER <<<<<<<<<<<<<<<<<<<< 6 CHANNEL PARTNERS FALL 2015

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