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Dell’s Coulston outlines channel Darwinism

Channel Conference: Regional IT supply chain must evolve to survive, warns keynote speaker

Dell’s Coulston outlines channel Darwinism

The Channel Middle East Conference got underway at Grosvenor House, Dubai Marina and John Coulston, channel director, Middle East, Dell set the scene with his keynote address, which revolved around the notion of Channel Darwinism.

"The industry is continuing to transform," Coulston reminded delegates. "The cloud is having a massive impact and will continue to do so; and that type of impact is driving industry players themselves to change. Nike is no longer just a lifestyle company; Google is no longer just a technology company; Nike has become a technology company and Google has become a lifestyle company."

Coulston urged attendees to recognise the shift in responsibility within companies' IT functions, where different disciplines are taking ownership of tech revolutions within corporate entities.

"Corporate IT is no longer corporate IT," he said. "In very few companies do you find the IT department as the only department responsible for technology. If you are not an IT company and if your customers are not IT companies, whatever industry you are in you will not be able to take advantage of technology, adapt to change, grow and succeed.

"So [our message is]: ‘become an IT company', whether you are a bakery, a manufacturer or a lifestyle company. Make sure you understand the indications of the technology change that's coming and become an IT company."

The conference is to focus on a range of issues, from reseller financing to IT skills shortages, through presentations and panel discussions.

Join the debate on Twitter: # channelMEmagconf.

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