In the not-too-distant past, relationships between ISOs/MSPs and value-added resellers (VARs) were competitive, if not downright adversarial. However, the wall between these entities is tumbling down as they form mutually beneficial partnerships.
Chalk it up in part to the demands of today’s new generation of merchants, many of whom are corporate refugees, highly computer literate, or both. “These end users are unwilling to reconcile disparate systems; rather, they insist on deploying integrated solutions from a single source,” says J. Michael Nicholson, a principal of VAR POSitive Technology in Germantown, Maryland. An increasing number of ISOs/MSPs and VARs recognize that partnering, in one form or another, is the best means of satisfying such demand, as well as the key to cultivating and maintaining a merchant clientele, Nicholson observes.
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