Distributors outline key partner strategies at Canalys Forums APAC 2025

At Canalys Forums APAC 2025, leading distributors detailed new approaches to support partners amid rapid cloud, AI, and security adoption. Analysts said APAC partners will increasingly rely on dual workforces, blending human engineers with AI agents to overcome talent gaps.

Major global distributors — TD SYNNEX, Pax8, and Redington — unveiled comprehensive strategies at the Canalys Forums APAC 2025, aimed at helping Asia-Pacific channel partners transition through accelerating technology shifts. Analysts noted that APAC is entering a new phase where one in three partners will operate dual workforces combining human engineering teams with AI agents to manage rising demand and persistent skills shortages.

Mark Iles, Chief Analyst, APAC Channels at Omdia, said the region’s partners must adapt quickly to remain competitive. “AI is not replacing human value, but it is extending,” he said. He added that by 2028, security-first partnerships will distinguish more than half of APAC partners, with cybersecurity becoming a foundational requirement rather than an add-on.

TD SYNNEX expands solutions aggregation and partner enablement

TD SYNNEX outlined its shift toward becoming a solutions aggregator, blending hardware, software, cloud services and system integration to offer complete packages aligned to partner needs. Jaideep Malhotra, President, Asia Pacific and Japan, TD SYNNEX, said the company is concentrating on partner challenges in fast-growing segments such as AI and cybersecurity.

“All partners want to participate in business – especially in AI and cybersecurity. Marketplace is a huge term. It is an engine to procure solutions. The focus is to innovate, extend contract period and add value,” Malhotra said, adding that marketplace syndication is a key next step for the company.

The distributor’s PartnerLINK framework categorises partners by capability, providing customized resources, technical expertise, and ecosystem insights. Loyalty programs and financial flexibility initiatives like Amplify aim to support partner growth by easing cash flow limitations and enabling larger opportunities.

Pax8 strengthens cloud-first advantage

Pax8 reinforced its cloud-first distribution model, emphasising automation and simplified provisioning through the Pax8 Marketplace. Lindsay Zwart, EVP and GM APAC, Pax8, highlighted recent gains. “We recently announced Agent Zone in association with Microsoft. We invest in integration and innovation in marketplace. We increased partner revenue by 50 percent,” she said.

The Pax8 Voyager Alliance introduces structured tiers, rewards, and technical resources to deepen partner engagement, while AI-driven tools and integration-focused programs help MSPs elevate service quality and margins.

Redington repositions distribution as a value enabler

Redington executives stressed that the role of distributors is increasingly centred on supporting partner success rather than merely supplying products. CSO Raghavendran Balasubramaniam said the company focuses on mapping business opportunities and strengthening partner-customer relationships.

Jimmy Go, President, Philippines, VST ECS, echoed the point: “The role of distribution is changing. We extend the value of vendors. We are able to make value-adds to close deals.”

As technology adoption accelerates across APAC, the combined strategies of TD SYNNEX, Pax8, and Redington show a shift toward integrated, AI-driven, and security-focused support models. This evolution positions channel partners to scale sustainably in an environment defined by talent constraints and rising enterprise expectations.