ChannelWatch: resellerzy przy nadziei
Większość polskich sprzedawców IT uważa, że obecny rok nie będzie gorszy niż jego poprzednik – wynika z raportu Channel Watch Emerging Markets 2013 przygotowanego przez analityków Contextu.

Uzyskane dane zaskoczyły samych autorów badania, co
przyznali podczas swojej prezentacji na Distree EMEA 2013. Biorąc pod uwagę nie
najlepszą sytuację ekonomiczną w naszej części Europy, musi budzić
zdziwienie, że jedynie 20 proc. polskich sprzedawców IT uważa, iż obecny
rok będzie gorszy niż 2012. Takich, którzy spodziewają się lepszych wyników,
jest niemal dwa razy więcej, bo 38 proc. Największy odsetek pytanych
sądzi, że obecny rok będzie – z punktu widzenia ich biznesu – podobny do
poprzedniego. Oczywiście poziom zadowolenia lub pesymizmu zależy od rodzaju
prowadzonego biznesu. Okazuje się, że najbardziej optymistycznie
w przyszłość patrzą internetowe sklepy z elektroniką
i komputerami, zaś gorsze nastroje panują wśród retailerów oraz niezależnych
resellerów (niezrzeszonych w żadnej sieci franczyzowej).
Według analityków Contextu stosunkowo dobre samopoczucie
firm IT w dobie spowolnienia gospodarczego można tłumaczyć tym, że spora
grupa sprzedawców wdraża systemy, które pomagają przedsiębiorcom
w zwiększaniu konkurencyjności i wydajności, co jest dla nich
remedium właśnie na trudne czasy. Warto przy tym wspomnieć, że resellerzy
i integratorzy z Europy Zachodniej mają nieco lepsze nastroje od
kolegów z Polski. W takich krajach, jak Niemcy, Francja, Hiszpania,
Wielka Brytania, Portugalia i Włochy, dokładnie 42 proc. sprzedawców
IT ma dobre przeczucia, jeśli chodzi o 2013 rok, podczas gdy co piąty obawia
się o najbliższą przyszłość (podaję średnie wartości ze wszystkich
wymienionych państw).
Analitycy Contextu poprosili
polskich resellerów także o opinie na temat poziomu obsługi
u głównego dystrybutora. Okazuje się, że dwie trzecie pytanych deklaruje
zadowolenie ze współpracy z najważniejszym dostawcą. Sporo, bo
27 proc. stwierdziło, że jakość obsługi jest wprawdzie wystarczająca, ale
„szału nie ma”. A to oznacza, że niemal co trzeci reseller być może
rozgląda się za innym głównym dostawcą. Z tego z kolei wynika, że
dystrybutorzy mają duże pole do popisu i sporą grupę klientów do
przechwycenia. Niezadowolonych było tylko 7 proc. pytanych, co nie powinno
dziwić, bo pytanie dotyczyło ich głównego, a więc w domyśle
najlepszego, ulubionego dostawcy.
W przypadku
odpowiedzi na pytanie o wskazanie najbardziej wartościowych usług
świadczonych przez dystrybutorów najwięcej punktów uzyskały szkolenia, co
należy uznać za oczywiste w dobie coraz bardziej złożonych systemów
IT (nowych kompetencji wymagają na przykład rozwiązania cloud computing). Nieco
mniej istotny okazał się marketing, a wyraźnie słabiej wypadła kwestia
pomocy w szukaniu klientów końcowych. Należy podkreślić, że ten rezultat
nie dotyczy etailerów, dla których zdecydowanie najbardziej wartościowy jest
marketing i właśnie tego głównie oczekują od swoich dystrybutorów. Również
niezależni resellerzy – niezwiązani z żadną siecią franczyzową
– częściej niż inne grupy sprzedawców IT podkreślali wagę wsparcia
marketingowego. Z kolei na pytanie, nad czym dystrybutorzy powinni
popracować, odpowiedź padła: przede wszystkim nad polityką cenową, a następnie
dostępnością produktów i wsparciem technicznym.
Z badania Contextu wynika także, że polscy resellerzy
i integratorzy nie postrzegają wirtualizacji, odzyskiwania danych oraz
cloud computingu jako katalizatora dalszego rozwoju biznesu w takim
stopniu, jak ma to miejsce w przypadku zachodnich sprzedawców IT. Co
ciekawe, w całej Europie takie zjawiska, jak Big Data oraz BYOD niemal
w ogóle nie są traktowane jako potencjalne źródło zysków. Natomiast
generalnie – zarówno w Polsce, jak i Europie Zachodniej – za
najlepszy sposób na wzrost sprzedaży uważane są usługi.
W badaniu Channel Watch Emerging
Markets wzięło udział około 1700 sprzedawców IT z Czech, Węgier,
Polski, Rosji, Słowacji i Turcji. W całym regionie EMEA przepytano
blisko 4 tysiące resellerów i integratorów.
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