Channel partners that fail to adapt to a world where Amazon is their closest competitor will "get splattered", according to Viadex's CEO Dino Cooper.
In the above video, three channel executives debate the likelihood of a world where Amazon is the channel's greatest competitor, and how partners should adapt to embrace, instead of fight, the global tech giant.
Amazon Business is currently up and running in five European countries: the UK, Germany, France, Italy and Spain, with market watcher Canalys predicting it will be in 10 countries across the continent by the end of this year. The B2B platform is logging around $10bn in annual sales, and could become a new major competitor to the channel.
"It depends on what you do. If you're just selling widgets, then there's every chance you're going to get splattered," said Cooper.
"There's a paranoia that if you're with Azure or selling AWS, it's a lot like Uber; it's exciting when you become the Uber driver but not when you discover that you're no longer a driver because it does it itself, and Microsoft or AWS switches off the margin pipe once the client is in the utility space. Even if you own the client relationship once their data is there and they're used to it and its secure and they've consumed it for five years, once you become complacent and you've lived off the fat of the land, regardless of size, you'll have the rug pulled from underneath your feet."
You can watch part two of the Global Elite roundtable in full here.
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