Charting the Path Forward

Could you provide insights into HPE Aruba Networking’s channel strategy?

Our Channel strategy mainly revolves around building strong partnerships that can adapt to the major change taking place with our customers working models and support their digital transformation journey while modernizing their networks. We created a channel ecosystem in the UAE where partners  integrate our solution from edge to cloud along with their value-added services. The enables us and our partners to offer customers the best-of-class solutions that can support and develop their business outcomes.

How does HPE Aruba Networking adapt to the changing roles of channel partners in the tech industry?

HPE Aruba Networking continually adapts to the evolving roles of channel partners in the technology industry by prioritizing profitable innovation. We understand the importance of enabling our partners to stand out through their value-added services, which seamlessly integrate into our technology offerings, allowing them to deliver precisely the solutions their customers seek.

While traditional channel programmes have historically centred on resale partners and a “sell-through” approach, we recognise the shift in the industry towards “as-a-service” models. In response, our channel programmes are designed to embrace partners who not only facilitate sales but also bring substantial value through their service delivery, aligning with the changing dynamics and expectations of the technology ecosystem.

Can you provide details on the significant initiatives that support HPE Aruba Networking’s channel partners?

HPE Aruba Networking has several significant initiatives in place to support our channel partners. Firstly, we see substantial growth opportunities in various key areas. These include ongoing innovation in our core switching and WLAN portfolio, complemented by cutting-edge AI-powered and ML-driven cloud management solutions like HPE Aruba Networking Central. These technologies enable our partners to assist customers in achieving their specific business outcomes. Secondly, we are expanding our edge-to-cloud portfolio significantly, with a focus on areas such as SD-WAN and Security Service Edge (SSE), to offer a comprehensive Secure Access Service Edge (SASE) solution. Thirdly, we are dedicated to providing private 5G solutions tailored to specific customer use cases. Lastly, we are investing in the expansion of our Data Center Networking (DCN) portfolio, which empowers our partners to offer a complete edge-to-cloud networking infrastructure.

In parallel, our channel partner programmes align with these strategic objectives. The HPE Partner Ready Vantage Programme offers flexible partner initiatives that cater to the diverse needs of our partners in their go-to-market strategies. We also have a Managed Services Partner Programme that supports these partners in setting themselves apart by delivering value-added services while being appropriately compensated for their contributions. Additionally, we recognize the significance of the SMB segment and have introduced innovative solutions tailored for this market, designed to provide enterprise-level quality while requiring minimal IT supervision. These comprehensive initiatives collectively reinforce our commitment to supporting and empowering our channel partners.

What are the unique challenges and opportunities that HPE Aruba Networking and its partners face?

The unique challenge and opportunity that both HPE Aruba Networking and our partners confront is the need to align with specific Key Performance Indicators (KPIs) directly linked to the business outcomes sought by their customers. This represents a novel challenge for our partners, but it simultaneously presents a substantial opportunity within our channel ecosystem. It encourages the integration of diverse solutions and capitalizes on HPE Aruba Networking’s alliances, in conjunction with multi-vendor solutions, to establish a recurring revenue stream. This strategic approach enables our partners to provide valuable services that directly impact the business outcomes of their customers, thus enhancing their relevance and fostering the development of a sustained revenue stream.

How does HPE Aruba Networking ensure that its partners maintain their competitiveness and effectively meet customer demands?

HPE Aruba ensures the competitiveness and responsiveness of its partners by placing a strong emphasis on technical and sales enablement. We firmly believe that knowledge transfer is essential, and to achieve this, we offer a variety of platforms. These include face-to-face training sessions, engagement within the Airheads community, and webinars featuring subject matter experts.

Additionally, our NFR (Not-For-Resale) programme equips our channel partners with the necessary demo kits, ensuring they are always prepared to demonstrate our solutions to customers effectively. These kits not only display the technical capabilities but also highlight key performance indicators tailored to specific verticals, demonstrating the real-world business outcomes our solutions can deliver.Top of Form

Can you explain HPE Aruba Networking’s efforts in promoting innovation within its channel partnerships?

For partners to continue to grow their annuity services business and drive higher margins, they need to differentiate and bundle their own value-added services and IP on top. Our solutions are designed to help partners offer solutions in an “as a service” mode. Hand in hand, our programmes are built to reward them and help them differentiate themselves, which makes every partner a unique value proposition that they can offer to our customers.

What upcoming trends do you foresee shaping the landscape of technology channel partnerships?

Several upcoming trends are set to reshape the landscape of technology channel partnerships. Firstly, offering “as a service” options is becoming pivotal, empowering partners to create platforms and solutions aligned with a consumption-based business model. Additionally, heightened security concerns persist, necessitating channel partners to deliver comprehensive Secure Access Service Edge (SASE) models, encompassing top-tier SD-WAN, network security, Zero Trust Network Access, and Secure Web Gateway solutions.

Furthermore, channel partners who pivot towards delivering tangible business outcomes, beyond traditional connectivity reselling, are poised to gain a competitive edge and greater relevance among their customers. Lastly, the surge in IoT devices at the edge demands real-time, data-driven decision-making, making mastery of Artificial Intelligence (AI) and Machine Learning (ML) indispensable. This proficiency in AI and ML holds the potential for substantial business opportunities, exemplified by offerings like HPE Aruba Networking Central, highlighting the transformative potential of these technologies.