The Internet has been a boon in many ways, propelling business transactions and deals. Many companies believe that due to the Internet and CRM solutions, they can now directly target, sell to, and service all their customers, be they consumers or businesses.

Companies like Dell have helped to hype the Internet as the means to cut out the middlemen. Many such companies go by the theory that indirect sales channels are not necessary anymore because thanks to the Internet, it is now faster and cheaper to deal directly with customers. This is especially due to the fact that lower-value activities such as purchasing and providing product information are generally moving to the Internet.

However, while this theory may hold true for a company such as Dell at the moment, it may not be so for many other companies. It is crucial to remember that indirect channels remain of vital importance in reaching target markets – especially in such a diverse geography as the Asia Pacific. They are also pivotal in supporting by adding consulting and services, and providing total solutions to customers.

So the bottom line is, yes, while eCommerce is becoming a very significant new channel in this region, one should not write-off the indirect channel which studies show will also be used more extensively in the future. It is clear that the Internet is creating new channels and transforming others, but at the same time, it is not expected to eliminate any. The savvy business leader will always understand that Channel-centric business models can prosper by leveraging the Internet to enable partners to deliver more value, faster, and at less cost. Such leaders know the value of the ePartner – Internet-enabled relationships in the selling chain of resellers, integrators, agents and brokers.

The critical issues that need to be considered before embarking on an ePartner project are:

• Ensure you provide direction on the specific business goals to be accomplished.
• Perform a thorough analysis of short- and long-term requirements, soliciting input from all key stakeholders, but especially channel partners.
• Select solution partner(s) based on the strength of the technology and commitment to services and support.
• Ensure you have a competent and committed team in place, with expertise in all critical functional and technical aspects.
• Implement a pilot or prototype project first, then roll-out applications and user groups in phases.