WWT continues to 'command the channel's centre ground'

Ben Boswell, VP of Europe, discusses how WWT sets themselves apart as a channel powerhouse in a complex world of VARs and SIs.

June 12, 2018 2 minute read

Posted by ChannelPro on June 13, 2018:

Channel powerhouse World Wide Technology (WWT) attributes its remarkable European growth to offering an alternative to VARs and SIs

World Wide Technology (WWT) was last month awarded Dell's EMEA Storage Partner of the Year at the vendor's Global Partner Conference in Las Vegas.

Founded in St. Louis, Missouri 27 years ago, WWT is a channel powerhouse, approaching almost $11 billion in topline revenues this year.

WWT's growth outside its domestic market has been remarkable, too. The firm landed in Europe five and a half years ago after requests from both Microsoft and Amazon to bring its supply chain capabilities to the region.

Since then it has seen its European revenues increase from $10 million to "just north" of $650 million today, accounting for 12% of the firm's overall revenues.

In a hugely competitive, and undeniably mature, European channel, WWT believes it has been able to differentiate itself in a couple of ways, according to the company's VP for Europe, Ben Boswell.

Firstly, WWT almost exclusively focuses on Fortune 100 and FTSE 100 to 250 accounts, which Boswell says are "the larger, more complicated enterprises across financial services, web services, service providers, life services, and manufacturing that are trying to simplify the way they engage with their large global OEMS, or simplify how they drive agility and reduce complexity of delivering large-scale global IT projects."

Boswell says WWT helps bridge the gap between the customer and OEMs like Dell. "Most of these large organisations that are consuming these technology platforms are finding it really difficult to get that technology to interoperate and get it to work together," he tells Channel Pro.

As such, he says WWT has focused on recruiting employees with engineering and consulting capabilities, rather than sales, to help shorten the customer's decision-making process when looking at which technology they should use.

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