Adding value to distribution 

Mario M. Veljovic, General Manager at VAD Technologies, discusses the distribution landscape, emerging technologies and how the company is disrupting the distribution space.

The IT landscape is continuously evolving with new technologies and trends emerging regularly. How does VAD Technologies navigate these changes to ensure that it effectively supports its channel partners and keeps the ecosystem cohesive? 

VAD Technologies is executing a well-defined strategy to maintain its position as the leading value-added distributor, focused on delivering cutting-edge solutions for its vendor and channel partners. In today’s dynamic ICT sector, the abundance of opportunities can sometimes feel overwhelming. To navigate this complexity, a clear vision and mission are essential to selecting the right partners, ensuring consistent growth, and maintaining strong financial health. This involves making strategic decisions, such as knowing when to decline business propositions, carefully evaluating new technologies, and reviewing existing partnerships. Above all, staying closely connected to channel partners and actively listening to their challenges is crucial. By collaborating with them and gathering direct feedback from their customers, VAD Technologies ensures that it always remains aligned with the needs of the end customer, the true focus of all its efforts. This customer-centric approach drives both success and long-term sustainability. 

Finding the ‘next big wave’ is crucial for a distributor’s success. What strategies does VAD Technologies employ to identify and capitalize on emerging technologies or market opportunities before they become mainstream? 

VAD Technologies has built a strong reputation as a first mover in the realm of disruptive and emerging technologies. Over the past decade, we have proudly introduced several vendors promoting groundbreaking technologies to the region and consistently driven their success. Achieving this requires a deep commitment to partnerships and leading with passion and determination. It is vital to constantly remind our team that we are genuine partners in the business of our vendors and channel partners. Our goal is to become an integral part of their organisations, transcending the typical “customer/supplier” relationship. This means our team must be just as knowledgeable in every domain and market as our partners. Building this trust is essential to embarking on the long journey of convincing customers about the future of IT and encouraging them to join us in riding the “next big wave” of technological innovation. 

In an era where disruptive technologies are becoming the norm, how does VAD Technologies build and maintain a solutions-focused approach? What are the key elements that define a successful Solutions VAD in today’s environment? 

At VAD Technologies, we acknowledge and embrace both our strengths and weaknesses. In today’s world, disruption has become the norm, coming from all directions. With this in mind, it is essential to focus on enhancing your strengths rather than overly concentrating on weaknesses. This principle is especially relevant when building a product and solutions portfolio as a value-added distributor. Unfortunately, I have seen many successful VADs in the market lose their competitive edge by attempting to do everything, eventually falling into the trap of becoming a “Jack of all trades, master of none.” The key to being a successful solutions VAD lies in focus—relentless focus on what sets you apart. This clarity allows you to maintain your competitive advantage and deliver true value to your partners, without getting distracted by trying to cover too many bases. 

Channel partners often look to distributors for guidance and support in adapting to new technology trends. How does VAD Technologies assist its partners in understanding and leveraging disruptive innovations to drive their business forward? 

At VAD Technologies, we prioritise staying closely connected to our channel partners and actively listening to their challenges. By collaborating with them and gathering direct feedback from their customers, we ensure that we remain aligned with the needs of the end customer. We achieve this through various initiatives, including workshops, round tables, enablement sessions—both technical and commercial—as well as seminars. These activities are designed to be informative but, most importantly, engaging and enjoyable. After all, no one wants to endure “death by PowerPoint.” We take pride in the fact that many of our partners have become friends, reinforcing the belief that business is built on relationships. People do business with people, and this personal connection is a cornerstone of our approach at VAD Technologies. 

As the role of distributors evolves with the advent of new technologies, what are some of the biggest challenges VAD Technologies faces in maintaining its value proposition and ensuring that its offerings remain relevant and impactful? 

A decade ago, VAD Technologies redefined value-added distribution during the rise of disruptive technologies, and for a time, we operated almost alone in this space, gaining invaluable expertise in managing this unique business. However, as this segment has started to show significant growth opportunities, we’ve seen more players entering the field. Disruption, as I’ve said before, comes from all directions—even within the same ecosystem. Traditional volume distributors—once called Broadline Distributors—have ventured into our market, and niche VADs have expanded into our territories. Unfortunately, many have taken the old route of competing on price, sparking a race to the bottom, even in a segment that thrives on adding substantial value. This is the reality of the distribution business, and it’s vital to recognise these trends, take proactive measures, and always stay ahead of the game. Keep an eye on the horizon, and you’ll spot the next big wave of opportunity. 

Image Credit: VAD Technologies