ESD facilitates smoother sales to channel partners

Anton Vukic

The need to reduce operating costs, the need to empower end-customers with self-serviceability and the need to increase profitability have been the primary drivers of this shift in how software distribution operates. Physical delivery adds a significant cost and unnecessary time delay in getting customers their software. By providing a system which allows intuitive, immediate access to software as well as an effective means to notify and provide immediate access to updates, ESD facilitates smoother and quicker sales to channel partners as well as end-users.

In today’s competitive climate, distributors need to improve delivery time to resellers and get products to customers faster. With consumers spending more and more time online, and confidence in digitally delivered products is on the rise, this is the perfect time to offer this service.

Same day delivery

Vendors are also moving away from box delivery of their software to a digital model. The ESD model - when done right - is a collaboration between distributors, customers and vendors. ESD allows for same day digital delivery to clients, and the platform benefits resellers as they no longer have to carry large quantities of inventory or wait for boxes to arrive. The download process is instant, so resellers can respond in real-time to their customers’ requests.

By taking a closer look at how to meet customer expectations and protect revenue when delivering software, the channel can simplify software distribution and achieve two key goals: Make downloads easy and fast for users, and increase the accuracy of licensing to protect revenue. The powerful sophistication of today’s electronic software delivery solutions has increased their popularity as a means to achieve these goals.

The lower cost of sales has also been a big motivator for resellers to adopt white labelled ESD platforms for their customers. Customers can buy products when they want at a time that is convenient for them and save money over packaged goods, while resellers can increase inventory management with lowered inventory costs.

Other advantages

In addition, this type of solution offers agility, transparency, diversity, dynamic pricing, widening of audience reach, and full accessibility through online technologies. Many of the website and portal services that have been available locally have been heavily US-centric.

And while many of the larger brands have installed mirror sites, these have often been just that, mirror sites, repainted on the outside but the same US- or Euro-centric content on the inside. Ask any South African consumer who has tried to purchase a product on a .com site, where pricing is in dollars and shipping locally is often impossible.

Local ESD platforms are therefore on the rise. With the breadth of products and services now available, it is easy for the channel to keep adding to the ecosystem in order to increase reach. However, without a specialised approach, this can lead to inefficiencies. Local ESD platforms can offer a licensing and installation model designed specifically to address the needs of resellers and customers alike.