Guest Column | July 8, 2014

Why You Should Embrace Commoditization

By Rob Rae, Vice President of Business Development, Datto

Rob Rae, Datto

By Rob Rae, VP Business Development, Datto,

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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