Guest Column | July 8, 2014

Why You Should Embrace Commoditization

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Rob Rae, Datto

By Rob Rae, VP Business Development, Datto, rob@dattobackup.com

Is commoditization actually fueling innovation?

Yes — I’m actually suggesting that solution providers should be embracing commoditization. Before you call that crazy, or think that I’m just trying to sensationalize, give me a chance to explain.

I had the opportunity to sit on a panel with some very wise vendors and very successful solution providers recently at an event. I was a last minute addition to the panel and more than happy to join, not even knowing the topic.  The topic was a question: “How are we going to deal with commoditization?”

Immediately, the topic sounded incorrect. It took a few softball questions before we all had a great conversation about how we don’t need to “deal” with commoditization but more so embrace commoditization. 

Since all of my experience in this topic is around our channel, I want to focus this on two perspectives — the products you sell and the services you offer.

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