WHAT IS IN A NAME? - Community Descriptive “Tags”
First I want to proactively apologize to my technical readers for a less than stellar security topic. But this issue has puzzled me for a long time. I write to and about VARs for a living. One of my most difficult issues when doing a presentation or article is what to call the community? Seem strange issue? Well consider the four common names used today:
*Reseller
*Channel *VAR (Valued Added Reseller)
*Solution Provider

DESCRIPTIVE OF COMMUNITY FUNCTIONS: Least descriptive to Most:

Reseller--- Channel--- VAR--- Solution Provider

I assert that reseller implies community just takes orders for vendor products with no value added. Channel is simply a term which means indirect selling force to the vendor and nothing to end users. VAR does indicate that the buyer gets something of value from the community. But VAR as a description is very nebulous -is value installation or describing the product? Special Note: First time I heard VAR term was in early 80’s when IBM was describing vertical resellers. Solution provider indicates buyer got something that solves a business need or problem. So using the term solution provider seems best suited to describe what the community does for business. Community sells/implements something buyer desires to enhance their business.

DESCRIPTIVE OF COMMUNITY VALUE: Least Value to Most:

Reseller---Channel---VAR--- Solution Provider

Besides the community term being descriptive let’s examine community terms from potential value to a business or does the business buyer even want to engage them in a discussion? From value view buyer would probably contact vendor direct if possible vs. a reseller since why? Channel means nothing to business buyer and probably confuses them as to what this entity even does. VAR implies something besides reselling vendor product but will the buyer relate to value the entity adds? Again solution provider “screams” -“I enhance business or resolve your problems”. So as a buyer I would certainly engage a solution provider to see if they can resolve my problem or enhance my business value.
Some in the community may argue that they don’t want to be confused with Accenture or IBM. To that I say why not you do the same thing?--implement business solutions. If this bothers you call yourself a SMB Solution Provider to maximize both your business description and value to potential buyers.