ChannelLife New Zealand logo
Industry insider news for New Zealand's technology resellers
Story image

Defining the best software subscription distributor in NZ

Thu 9 Jun 2016
FYI, this story is more than a year old

The New Zealand market continues to show that it is much more willing to transition to the Cloud than the rest of the world.

Dicker Data has transformed the software business to subscription faster than any other distributor in NZ, to a commercially viable model.

The momentum that has resulted from this transition means that the market for Cloud subscription solutions, be it simple email client hosting or complex multi-tenant productivity suites, is wider and deeper than ever.

Dicker Data has a deliberate and clear strategy that was put in place several years ago for cloud, subscription, consumption, metering, or whatever you choose to call the new delivery models currently on offer for software. This strategy has allowed them to command market share and become the leader in subscription software distribution.

The transformation of their software business has been strategic, working closely with their vendors to deliver the right outcomes for their reseller partners. This is much more than an exercise in throwing up a portal and claiming to be able to deliver on the future of software distribution. If the underlying licencing heritage and expertise is missing, the ability to help customers will be limited, no matter how well intentioned it is.

So what key attributes make the best software distributor?


First, they needed the correct line up of vendors, those that had wide appeal and a real appetite and vision for the transition. Having a strategy with the wrong mix of vendors would never be successful and would ultimately end in the distributor investing in a cloud portal, cloud market place, cloud aggregation system (or whichever combination of flavour-of-the-month buzzwords you want to use) sitting underutilised on a website.

Andrew Huntley, Partner Account Manager from Arcserve says:

Arcserve has recently signed the distribution agreement with Dicker Data New Zealand. In selecting a new Distributor many things were taken into account, national coverage, reliability and a vision for the future etc, Dicker Data NZ ticked all the box’s.

With its strong partner network and easy-to-use billing system, Dicker Data has started to market, sell and support the entire portfolio of Arcserve data protection and recovery solutions. Arcserve UDP provides a comprehensive solution for cloud, virtual and physical environments, on premise or in the cloud. We are very confident with our selection of Dicker Data to take us and our partners into the future.”


One thing that hasn’t changed in software distribution is the absolute necessity to have skilled people. Investing in the training of their own people has always been top priority. Other than immediate start-ups, end customers would likely be transitioning from some form of perpetual program to a subscription program, so a deep understanding of traditional licencing was necessary to be able to help these customers transition smoothly and efficiently.

According to recent market research Dicker Data conducted, 64% of respondents said that people-related attributes such as knowledge, service quality, relationship and responsiveness are the most important factors they would consider in choosing a software subscription distributor. Dicker Data already have a reputation as the most skilled software licencing distributor in New Zealand, with long term employees such as Joanne Livingston (Microsoft) , Siva Ratna (IBM), Russell Andrews (Citrix), and Carolyn Judd ( Autodesk) just to name a few, all considered unparalleled in their field.

For the Microsoft team alone, they hold over 70 years of combined licencing expertise in-house.

Brent Kendrick, Microsoft NZ SMS&P Director says:

"Dicker Data has all the attributes Microsoft looks for in a world class Distribution partner. Their service quality, reliability, partner reach and extensive licensing knowledge delivered through great employees are the reasons why we have worked so well together for the last 20 years."

Compensation plans had to be modified to recognise the changing revenue streams that these new models would create, they didn’t want any employee disadvantaged because of their strategy to become the New Zealand leaders in these models.

Rigorous systems innovation

They then started working in conjunction with their leading vendors, designing and facilitating these models.They have evaluated, trialled, and reiterated programs for over 2 years now, taking feedback and testing systems as both licencing and transactional models evolved and changed as they inevitably would. As no distributor got this right straight away, diving in early with a customer-facing launch was not a consideration; this was never a race to be first, it has always been a race to do it right.

Channel Enablement

It has been six years since various enablement initiatives were put in place by the Dicker Data marketing team to run executive level business transformation workshops for their resellers. Industry-leading business model transformation experts were flown in to speak of the coming changes needed. Not only did resellers value this, but vendors across New Zealand have now taken to running these types of events themselves.  

Jared Pederson, Microsoft NZ Partner Business & Development Manager says:

"From a Microsoft cloud and subscription perspective, Dicker Data are definitely leaders in the New Zealand market and a very important part of our strategy. A testament to their excellence is their demonstrated ability in winning the Distribution award category year after year at the annual Microsoft NZ Partner Awards, showing their reliability and consistency is second to none."

Resellers were also getting this message from attending large conferences overseas and the Dicker Data people were delivering the message on a daily basis face-to-face. All this, combined with New Zealand’s general appetite to adopt early, has led to New Zealand being a leader in the uptake of these models. For many vendors New Zealand is among the top 3 countries in the world for percentage uptake of these programs.

Extensive coverage

Dicker Data have now added specialists in these models to develop their knowledge even further. They cover New Zealand from Invercargill to Whangarei regularly, and have subscription or cloud BDMs based in Auckland, Wellington and Christchurch.

The best and the largest software subscription distributor in NZ

The monthly subscription business is already worth tens of millions of dollars a year to Dicker Data New Zealand, and they lead in market share with many vendors where they compete.

Particularly noteworthy is the fact that they aren’t in transition. They have completed this transformation, and when it comes to software, their sales people and marketing are aligned. They will always give expert advice and supply unparalleled service to those that want, have or need perpetual licencing, but their goal is to help customers move to subscription in the most uncomplicated and least stressful way as possible. Capex to OPEX is a story that is too good to miss for most businesses.

A customer-facing tool that has been developed in-house will be announced shortly. It will launch with a large customer history already populated and has been tested with full B2B capability for some advanced vendors.

They are the only IT Distributor in NZ that is really looking forward to the future of software, and continuing their leading position in the future.

To future-proof your business, click here to register for the upcoming Future-Proofed event in Auckland.
Related stories
Top stories
Story image
Privileged Access Management / PAM
The importance of stopping identity sprawl for cybersecurity
The 2021 Data Breach Investigations Report (DBIR) shows that 61% of all breaches involve malicious actors gaining unauthorised, privileged access to data by using a compromised credential. Unfortunately, it is often too late when the misuse of a credential is detected.
Story image
Ingram Micro
Ingram Micro NZ sees $74 million revenue growth in 2021
Ingram Micro New Zealand's latest financial report reveals that its revenue from contracts with customers increased by almost $74 million in 2021.
Story image
Cloud and data protection big challenges for NZ businesses
"This surge towards a cloud-first approach meant security and safety became afterthoughts - there's no point being the fastest car on the racetrack if you crash.”
Story image
Snyk announces plans to expand partner network in APJ
Recognising that partnerships are critical for growth, Snyk is building an entire partner ecosystem that will drive its expansion across APJ.
Story image
Dicker Data
Dicker Data brought on as Acronis partner for A/NZ
The news about the partnership comes in as cyber criminals continue to exploit gaps in traditional solutions and strategies in NZ and across the APAC region.
Story image
Red Hat
Red Hat announces 2022 awards winners for A/NZ region
Red Hat recently acknowledged Australia and New Zealand partners with its annual awards, highlighting partners across various categories.
Story image
Financial results
Jade Software’s plan to get back to surplus in 2022
Jade Software has released its latest financial report, revealing that the company has kept its loss low from $567,000 in FY 2020 to just $153,000 in FY 2021.
Story image
Claroty launches new cloud-based industrial cybersecurity platform
The company says Claroty xDome is the industry's first solution to deliver the ease and scalability of SaaS without compromising on visibility, protection, and monitoring controls.
Story image
Google NZ numbers show strong comprehensive profit increase
The latest financial report from Google New Zealand Limited has revealed an increase in total comprehensive profit of over $NZD 7 million.
Story image
Workplace design a crucial factor for better employee experience - report
The key to a successful workplace could be its design, according to research from Ecosystm and Neat.
Story image
New Zealand
2degrees announces appointments to newly established board
2degrees has announced Liz Coutts as the board chair, while Russell Stanners and Kathy Meads join her as directors.
Story image
Fortinet unveils compact firewall for hyperscale data centres, 5G networks
"Fortinet’s dedication to pushing the boundaries of what is possible in security performance has yielded the most powerful compact firewall yet."
Story image
2degrees unveils eSIM functionality for selected devices
2degrees has enabled eSIM functionality to work with a variety of Apple, Samsung and Oppo devices, including a range of iPads.
Story image
Identity and Access Management
Pitney Bowes launches rebranded digital visitor management offering in A/NZ
Pitney Bowes has launched Smart Access Management (SAM), its rebranded digital visitor and contractor management offering in Australia and New Zealand.
Story image
Web application firewall
Radware recognised in KuppingerCole’s 2022 Leadership Compass report
Radware has been named a Product, Innovation, Market and Overall Leader in the 2022 KuppingerCole Leadership Compass report for Web Application Firewalls.
Story image
Exclusive: Inde provides innovative solutions across the tech sector
Inde likes to call its approach the 'power of the collective', which essentially means that if a client approaches the company with a problem, they'll get the team's collective insight to help drive the best outcome.
Story image
Fortinet reports second quarter 2022 financial results
“We delivered strong revenue and billings growth in the second quarter driven by an increase in the number of transactions larger than one million dollars."
Story image
Tablets & laptops
Chromebook and tablet shipments see another rapid decline for the year
According to research from Canalys PC Analysis, Chromebook and tablet shipments have fallen for the fourth quarter in a row for Q2 of 2022.
Story image
Norton research finds NZ threat landscape diversifying on social media
Norton's quarterly report has highlighted the seriousness of the threat landscape in New Zealand.
Story image
Artificial Intelligence
Exclusive: NZ-based DEFEND offers global cyber protection
DEFEND supports customers in 66 countries across the globe with a relentless focus on ensuring that every dollar spent on security provides a meaningful return on investment and reduces cyber risk.
Story image
Home Entertainment
Hands-on review: TCL 65″ C835 Mini LED 4K Google TV
We introduce you today to a TV that brings the height of immersion to your viewing experience: The TCL 65″ C835 Mini LED 4K Google TV.
Story image
Wave Audio delivers ultimate immersion with new wireless earbuds
Wave Audio, one of Australia's best new audio brands, has recently released a set of landmark noise-cancelling true wireless earbuds, the Immersive Pro.
Story image
Mergers and Acquisitions
Netskope acquires Infiot, delivers integrated SASE platform
Converged SASE platform provides AI-driven zero trust security and simplified, optimised connectivity to any network location or device, including IoT.
Story image
Data Protection
Video: 10 Minute IT Jams - An update from SearchInform
Alexey Pinchuk joins us today to discuss the role the company plays in helping organisations manage risk and provide better security outcomes.
Story image
Spectralink DECT devices now integrated with Microsoft Teams SIP Gateway
Spectralink DECT devices are now integrated with Microsoft Teams SIP Gateway to help create better results for business-critical frontline workers.
Story image
Attacks on gaming companies more than double over past year
The State of the Internet report shows gaming companies and gamer accounts are at risk, following a surge in web application attacks post pandemic.
Story image
Financial results
Facebook NZ financial report reveals notable revenue increase
Revenue from contracts with customers increased by $NZD 1,089,292 compared to 2020's figures.
Story image
Why security needs to shape your journey to the cloud
It's estimated that 80% of workloads could be in the cloud in the next few years. How can you make all that data secure?
Story image
Document Management
TrustRadius gives M-Files two document management awards
TrustRadius has recognised M-Files with both a 2022 Best Feature Set and a 2022 Best Relationship award in document management.
Story image
Chorus announces Hyperfibre sponsorship deal with NZ Esports
Chorus has put its support behind New Zealand's Esports community with a newly announced three-year Hyperfibre sponsorship deal with NZ Esports.
Story image
9 in 10 retailers prepared for economic challenges this year
Some 9 in 10 retailers (86%) are prepared for continued inflation, higher interest rates and potentially lower consumer spending, according to new research.
Story image
10 Minute IT Jams
Video: 10 Minute IT Jams - An update from Heidrick & Struggles
Graham Kittle joins us today to discuss how the company is helping organisations bring about change within their business.
Story image
Keysight Technologies and Nokia’s public test of 800GE success
Keysight and Nokia have successfully demonstrated the first public 800GE test, validating the readiness of next-generation optics for service providers and network operators.
Story image
Tech job moves
Tech job moves - Cohesity, Equinix, IDC, Proofpoint & Xero
We round up all job appointments from July 29 - August 5, 2022, in one place to keep you updated with the latest from across the tech industries.
Story image
LG Electronics
LG Electronics’ revenue in NZ grows by 57% in FY 2021
The New Zealand branch of LG Electronics Australia's total revenue shot up by nearly NZD $45 million reaching a total of $123.7 million for FY 2021.
Story image
Hybrid Cloud
The essential guide to digital transformation by SolarWinds
Digital transformation is a buzzword thrown around all the time by companies, but what does it actually mean and why is it important? SolarWinds breaks it down.
Story image
NZ program recovers and recycles more than 177 tonnes of e-waste
The TechCollect NZ pilot program says its milestone of recovering and recycling more than 177 tonnes of ICT e-waste recognises the efforts of many.
Story image
Hands-on review: James Donkey RS4 Knight Wireless Gaming Keyboard
I have always liked mechanical keyboards, and this is no exception. I find the action much easier to use than the modern keyboards with limited travel.
Story image
OfficeMax NZ sees significant growth through Seismic partnership
OfficeMax New Zealand has announced it has seen a significant increase in customer and sales confidence as a result of Seismic’s digital enablement software.
Story image
Tablets & laptops
Hands-on review: Xencelabs Graphic Display Tablet
Xencelabs seemed to show up out of nowhere on the market. I had no idea who they were or what they were about, but I was very intrigued.
Story image
Wave Audio spices up portfolio with first ever party speaker
Australian-based pioneers Wave Audio are enhancing their extensive range of groundbreaking new audio products by adding one of the most versatile speakers on the market to their growing portfolio.