The channel is full of preconceptions, and one of those was that the largest customers are only ever likely to buy from some of the large system integrators, that have always remained in a category of their own.
The likes of KPMG and Accenture have long been a distinct route to market for vendors with the general belief being that where they go very few, if any, resellers can follow.
That has been challenged by the likes of Computacenter and SCC and for the past few years in the UK by World Wide Technology (WWT).
WWT has been going for more than a quarter of a century and has been in the UK for the past four years serving FTSE 100 organisations and is demonstrating that it is possible for those adding value to work with the largest global customers.
Ben Boswell, director, UK & Ireland, at World Wide Technology, is charged with steering the ship here and the firm has a distinct vision that does not involve the classic VAR model.
"We are very much in the technology integration space. Providing front end and managing consulting," he added "We are a tech integrator rather than a value added reseller."