We are conducting research on the virtual desktop marketplace in the mid-market. Specifically, we are interested in learning the relationship/interactions among the three main components of the value chain: virtual desktop solution vendors, channel partners and end customers. We are hoping to talk to experts that fit at least one of the profiles below. Given our pressing timeline, we would like to conduct ~5 interviews (potentially more) with candidates who seem fit as soon as possible.
We are focusing on the u.S. Exclusively for now. However, we would like to also understand the international markets later. On that, we will reach out again with specific regions and region-specific definition for the mid-market.
§ mid-market – in the u.S. It refers to market with end customers that have 500-5000 ftes
§ virtual desktop solution vendors – technology companies that develop virtual desktop solutions. They typically sell the solution through channel partners to small and medium end customers and through their own sales force to large end customers
§ channel partners – companies that partner with virtual desktop solution vendors and sell solution licenses or access to virtual desktop solutions to end-customers. Common types of channel partners are value added resellers (vars), managed service providers (msps), system integrators (sis), etc.
§ end customer – companies that purchase virtual desktop solutions for their employees to use
§ must have worked at one of the main vendors, channel partners or have been an it decision maker of a mid-market company (fte 500-5000)
qualified vendors and their most well-known virtual desktop solution:
o vmware (horizon or horizon air)
o citrix systems (xendesktop, xenapp)
o microsoft (remote desktop services)
o amazon web services (aws workspaces)
qualified channel partners
o msps, vars, or sis with experience selling virtual desktop solutions to mid-market customers
§ must have worked/work in sales, channel partner management or similar functions for the virtual desktop product
§ must have experience interacting/managing channel partners that sell to the mid-market end customers (fte 500-5000)
§ can speak to the competitive landscape
§ can speak to different types of partner programs and their corresponding incentive/discount structure
§ can speak to different licensing models and consumption model
§ can give perspective on cloud-based virtual desktop offerings and the process of pushing cloud-based offering to the marketplace (if applicable)
§ must have sold/sell to mid-market end customers
§ must have sold/sell virtual desktop solutions from the four qualified vendors listed above
§ can speak to channel partner’s business model and consumption model (e.G. How do they make money?)
§ can speak to incentive/discount structure of at least one of the four qualified vendors
§ can speak to experience interacting with at least one of the four qualified vendors
§ can give a perspective on the impact of cloud-based offerings from virtual desktop solution vendors on the channel partners
§ ideally have the experience of transitioning to providing a cloud-based solution
it decision maker
§ must have worked for a mid-market company (fte 500-5000)
§ must have purchased or been involved in the purchasing decision of a virtual desktop solution from the four qualified vendors
§ can speak to the evaluation process of a channel partner’s virtual desktop solution (e.G. What matters the most? Who the channel partner is? Who the solution vendor is? Etc.)
§ can speak to the licensing agreement and payment structure the company has considered
§ can give a perspective on possibility of adopting of a cloud-based virtual desktop solution
william+18 Other Responses
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