GIACOM REBRAND
Giacom rebrand accelerates rise of digital MSPs Giacom has recently rebranded as the company seeks to drive its new cloud platform strategy to enable the rise of digital managed service providers.
July 4 was a momentous day for DWS. Not only did the company launch its Cloud Market, a partner portal that aims to deliver a unified platform experience across its entire product portfolio, it also saw the companies within the DWS group – including Giacom and Union Street – uniting as one under the Giacom brand. Cloud Market brings together the power of the company’s four existing platforms into one place. With improvements including intuitive navigation, performance enhancements and the ability to explore all the company’s offers in one place, Giacom is making it increasingly easy for partners to deliver a broad range of products and services to customers. It also marks the end of several years of strategic planning. This includes DWS’ de- merger from Daisy Group four years ago and the acquisitions of Giacom and Union Street in 2020. “The Giacom acquisition was about creating breadth,” says CEO Terry O’Brien. “Channel partners are so much more than resellers. They are evolving into digital MSPs and trusted technology experts for UK small businesses. Partners were increasingly wanting a one-stop-shop with cloud services alongside telecoms. “Meanwhile, Union Street delivered a great piece of billing software, but more critically it started the journey towards developing a toolset that helps partners to become digital MSPs in a more automated world. The time to rebrand is now.” Respected names Giacom is an established and respected name in the IT MSP, Microsoft and SaaS communities, and is increasingly a brand telecoms partners recognise. “DWS evolved as a wholesale telecoms brand,” explains Nathan Marke, COO. “Telecoms is a critical enabler for UK business and remains a core focus for us, however today our business is so much more than that. End user decision
making is increasingly focused on cloud- enabled software applications to solve challenges such as remote working, customer service improvement, automation, extracting value from data, security etc. “It’s primarily a cloud-software decision set and telecoms, while still critical, is increasingly a utility decision to enable access to software applications. In a couple of years more than half our business will be cloud software sales. In Giacom we have a known and trusted 100% channel cloud brand that will help position us as a high growth cloud-first platform company. It’s a journey the channel needs to go on.” Channel pedigree The Giacom Group works with about one third of the estimated 15,000 technology resellers and MSPs across the UK. “Channel resellers typically have a heritage in either telecoms, networking or IT service desk, and the vast majority are broadening their portfolio and moving into the digital MSP space,” says Terry. “Our fastest growing partners are driving the outsource model with monthly recurring revenues. The anchor products tend to be Microsoft, then IT services, security, backup and recovery, wraparound telecoms services plus value added services. They are increasingly becoming a one-stop-shop for small business’ technology needs.” Terry sees potential to transform the small business market dynamic following the launch of Giacom’s single cloud-first platform experience for partners. “The channel is growing, but can grow much faster,” he says. “Industry experts tell us that our addressable channel market is at least £10 billion, growing at 4% per annum. We know that at least £5 billion of this is not spent with the channel today. If we can advocate for the channel, get the channel noticed, get the channel brilliant at this, it opens a £5 billion growth opportunity. We want every small business in the UK to buy their technology from the channel.”
Terry O’Brien CEO
giacom.com
Channel partners are so much more than resellers. They are evolving into digital MSPs and trusted technology experts “
for UK small businesses.
”
26
Powered by FlippingBook