Q&A: MIRIAM MURPHY

As Tech Data’s senior vice president, Advanced Solutions in Europe, Miriam Murphy is charged with running the largest value added distribution business in the region, spanning 27 countries. We speak to her about the rapidly evolving nature of distribution, how IT purchasing is changing, and why the market needs to adapt accordingly.

BY CHRISTINE HORTON

TBT: Tell us about your role running Tech Data’s Advanced Business Solutions business.
MM: The variety and challenge of this business ensures that no day, month, quarter or year runs the same. Tech Data’s mission is clear; we are the vital link in the IT chain, helping the channel and their customers connect with the power of technology.

Distribution has evolved considerably since the days of linear channels supplying products from point to point. Now Tech Data is helping to create business solutions in next generation technologies, such as hybrid cloud, IoT, analytics, machine learning, AI and cyber security as well as delivering services that enable our partners to gain further reach and develop new opportunities.

TBT: What are some of the biggest challenges facing channel partners today, as you see them?
MM: Transformation in how IT investment decisions are made, and how IT solutions are consumed, is creating opportunities and challenges in equal measure. The pace of transformation is challenging the channel to invest in new skills and develop new solutions faster than ever before. Next generation technology is driving organisations to rethink business models and prepare for new disruptive entrants.

The channel needs to be able to guide their customers on this journey; consulting on business outcome-led solutions which leverage next generation technologies and multiple consumption models. Tech Data’s practice builder programme has been developed to guide partners through their transformation, enabling them to address new markets or new opportunities in existing markets.

TBT: It's estimated that 17 percent of all B2B transactions will go through eCommerce by 2023 – potentially bypassing the channel entirely. In addition, most cloud service providers engage with their customers directly. What relevancy or value can the two-tier distribution model deliver to customers in 2019?
MM: We see eCommerce as being extremely important in B2B transactions and for that reason we’ve invested heavily in our own ecommerce site, called InTouch. In fact, for certain parts of our portfolio the channel is putting a high percentage of orders through InTouch.

Tech Data is on a journey to higher value, focusing on solutions aggregation which opens up new opportunities by offering solutions composing of multiple brands, technologies, consumption models and services in a tested environment, this cannot easily be achieved in single point-to-point direct engagements.

Additionality, in areas like IoT where extensive research and development is needed to take an idea to a scalable saleable solution, Tech Data’s solution catalogue offers solutions created for vertical markets that that can vastly expedite our partners time to market.

TBT: Yet the emergence of a new ‘ecosystem approach’ means we’re seeing more marketplaces and self-service options for channel firms – do you see these companies still relying on distribution for things like marketing support, enablement, financing, etc.?
MM: This approach plays completely to the strengths of Tech Data, in fact we are playing a pivotal role in the channel ecosystem. It’s global size and scale, its vendor relationships and world class execution allow Tech Data to invest in a range of services that makes the technology more accessible to the channel.

“Distribution has evolved considerably since the days of linear channels supplying products from point to point. Now Tech Data is helping to create business solutions in next generation technologies, such as hybrid cloud, IoT, analytics, machine learning, AI and cyber security as well as delivering services that enable our partners to gain further reach and develop new opportunities”

TBT: What are some of the emerging technologies or practice areas you think the channel should be looking at?
MM: TThe channel, if not already doing so, should be heavily focused on next generation technologies such as hybrid cloud, cyber security, IoT, analytics, AI and machine learning.

TBT: Elsewhere, have the current plans for Britain to leave the EU this year affected Tech Data’s business in Europe, and if so, how? Are you making any contingency plans to considering moving any operations?
MM: We are closely monitoring the ongoing negotiations on Brexit. Our aim is to ensure that Tech Data is as well prepared as possible for the foreseeable outcomes, putting the interests and concerns of our teams and partners as our number one priority.

TBT: What are your areas of focus within the business for the rest of 2019 and beyond? In which areas is Tech Data investing?
MM: We are investing in our own digitalisation journey, delivering an enhanced partner experience through our platforms such as our cloud marketplace, StreamOne and our software store accessed through our eCommerce site, InTouch. We also continue to expand our vendor portfolio in next generation technologies, building an ecosystem which supports the ever-expanding suite of solutions in Tech Data’s Solution Factory, which we develop and test before rolling out to our partners.

Also, you can expect to see a significant move to offer a further range of services to enable, enhance and accelerate the success of our partners as they expand their businesses.

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