industryopinion


Cultivating success Angela Townsend, UK & I director at SMART


Technologies discusses the mutual advantages of channel partnerships in education.


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lthough technology has become a fundamental tool within the education industry, supporting teachers by reducing their workload, increasing efficiency, and improving accessibility


and inclusion, it’s constantly changing. It’s therefore vital for the channel and vendors to work together to ensure schools are getting the most out of it. For global EdTech companies, having partners is essential for


successfully connecting with customers, getting to know their preferences, and ensuring what they’re offering is relevant to the region and environment they’re in. The education sectors in different countries have their similarities


of course, but it’s the nuances that the channel really help to support. Understanding not only how the education system is structured on a country level, but more granularly on a regional level, ensures that each school gets the right technology for them and is supported with the installation process, professional development to support adoption, and other support as needed. A company that truly comes to the table as a partner rather than


just a vendor brings several strategic advantages for both parties, fostering a more collaborative and mutually beneficial relationship. While the vendor/reseller relationship can be productive, looking


at it as an ongoing partnership allows for better strategic alignment, joint goals and objectives, and, consequently, a higher likelihood of long-term success for companies and customers. What’s more, having partners working towards the same goal


allows for deeper collaboration through sharing insights, resources, and expertise. Partnerships can also help to emphasise a customer-centric


approach. By working together as partners, both vendor and reseller can better understand and meet the evolving needs of their customers, leading to improved customer satisfaction and loyalty. What’s more, specifically within education, having a local partner who also puts the customer first, provides unique opportunities to personalise learning in schools, with the right tools being used in the right way making learning more accessible and tailored. The trajectory of the channel’s role in the education sector will


depend on a myriad of factors; however, there are general trends that are likely to continue as we move into next year and beyond, and I know that the channel will remain a crucial part of the education ecosystem.


www.pcr-online.biz Firstly, it’s very likely we’ll continue to see increased integration of


technology in learning spaces with a focus on making it user-friendly as well as supporting remote and blended learning. The channel will be vital in ensuring technology users understand the reasons behind the integration and have the tools to use that technology to their advantage. An example of this could even be moving from on- premises software to cloud-based, making it available from anywhere and at any time. Secondly, there will continue to be a push to make education more


inclusive and accessible for students with diverse learning needs. This will involve partners leading initiatives that support professional development opportunities for educators, as well as the likely use of adaptive learning technologies and data analytics to provide insights and help to deliver personalised education. Thirdly, sustainability is a key issue in today’s society and with the


UK working towards its Net Zero goals, it’s vital that all industries make an effort to reduce their carbon footprint - a focus that will continue into 2024. The channel plays an important role in holding vendors accountable for the sustainability of their products, working with them to ensure they’re both helping their customers to realise any sustainability goals of their own. Further, understanding how new technologies such as AI can


support the education sector will be an ongoing project. Vendors and customers alike will be calling on the channel to help them to navigate the new technology on offer but also to communicate the value it can bring to the classroom. And finally, conversations. Partnerships are all about relationships


and the channel is going to continue to be a vital part of conversations with customers and vendors alike, be that as part of technology demonstrations, participating in industry events and conferences like the upcoming Bett or ISE, or ongoing client support. Ultimately, being a true partner involves a commitment to


shared success, ongoing communication, and the recognition that the success of one party contributes to the success of the other. the relationship must go past simply ordering and shipping. Companies that position themselves as partners rather than simply sticking to a transactional reseller/vendor relationship, will be able to create better value for customers, build trust and loyalty, differentiate from competitors, and sustainably grow their businesses together. In doing so, they’ll have much more long-term success.


January/February 2024 | 17


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