How to Build IoT Vendor Relationships: Challenges and Solutions

By jeff_oheir_1

Finding the right vendor partner is never easy. But it’s especially difficult for VARs trying to build and expand Internet of Things offerings. Following a few simple steps, though, can pave the way for successful partnerships.

“It’s a pretty big challenge,” said John DeSarbo, principal at ZS, a sales and marketing specialist focused on IT. “It’s not as big of a challenge if the vendor has already made a push into the Internet of Things and has developed IoT packages. But, from my experience, there are not many vendors like that.”

Part of that challenge is finding a vendor that offers the disparate components—either from their own product sets or through partnerships—that make up a particular IoT solution. Many traditional IT vendors (as well as VARs) haven’t had to deal with those products, such as the sensors and actuators that fuel the operations technologies behind material handling and physical security; or the smartphones, tablets and wearables from the world of consumer electronics.

“More vendors are exploring a role in IoT but most are not there yet,” DeSarbo said.

Those that are getting there, he said, include Cisco Systems (CSCO), which recently established Advanced Internet of Things Specialization training and IoT application developer kits as part of its Developer Network platform; Zebra Technologies with its IoT solutions for vertical markets; and Particle, a provider of hardware/software suites for prototyping, scaling and managing IoT products. Intel (INTC), Microsoft (MSFT), Google (GOOG) and Samsung are among the established IT and CE companies making strides in IoT, DeSarbo pointed out.

VARs should partner with vendors they have established relationships with and offer a relatively complete suite of IoT offerings, including products from third parties that flesh out particular solutions. That helps limit compatibility and integration issues later on. Focusing on specific solutions and verticals also makes it easier to find the right vendor with the right products and programs, DeSarbo said.

“IoT is so broad that solution providers have to have some focus on the areas they’re moving into,” he said. “The second step is for them to go their most strategic IT vendors and gain an understanding of who they’re forming alliances with. There’s a danger in forming a partnership with a new company that doesn’t have relationships with more strategic vendors.”

Jeff O’Heir is a freelance journalist who writes about emerging technologies. He can be reached at [email protected].