DISTRIBUTION technologyreseller.co.uk 19 just as Netflix does, and from answers to questions generated by the system. Users can customise Xvantage in other ways, too, for example by changing the layout of widgets or choosing the sorts of recommendation they want to see at the time of purchase, such as warranty-only or warranty and financing options. n Insights: Real-time, 24/7 insights embedded within the platform and accessed via a dashboard give partners an in-depth view of business activities with their customers and with Ingram Micro. These insights help partners run their businesses better and make more intelligent decisions, while also simplifying tasks like the management of subscription renewals at scale with just a few clicks. n Content: In addition to insights and recommendations generated by the platform itself, Ingram Micro is uploading a cornucopia of content and information for channel partners to access. For Jennifer Anaya, Senior Vice President, Global Marketing, this is another of Xvantage’s key points of difference. “Traditional distribution websites just deal with the transactional side of things,” she said. “What we are providing is a way for salespeople to get real-time information on what’s happening with their customers, or for engineers to find information on what’s happening with certifications or on training that they could be eligible for or potentially new technologies about which they want to find out more. It’s going to reach across into our channel partners in a much more intuitive way than just the transactional side of the business. The other thing that’s embedded in there is credit information. We also have financial solutions that we’re suggesting and offering to our partners to consider, depending on the solutions they’re looking at.” This is a journey In his presentation, Sahoo made the point that Xvantage is just the start of journey – a journey that has no end. Because the platform is self-learning, it is continuously refining and enhancing its recommendations and insights. At the same time, Ingram Micro development teams are constantly adding new features and functionality. “When we started, we were bringing in new capabilities every two weeks. Now, we do it every week. We are constantly adding and enriching Xvantage’s capabilities,” he said. “Over time we will look at how we can make interactions even more meaningful, for example with real-time dynamic insights. Today, we have static insights that don’t change in real-time. An example on Netflix would be 56% people liked this movie. Now, imagine I am watching a movie and the platform says 24 people are watching this movie right now and 12 people are liking it. That is dynamic insight, and over time we will bring that in, but it is a journey.” Sabine Howest, Senior Vice President, Global Digital Operations, adds that in the future there will also be more scope for partners to integrate their own solutions into the platform and to access a community of experts. “We do see an advantage, particularly around services, of using this as an ecosystem for partners as well. Because they can’t do everything themselves, they’re not able to be a specialist in every single field, we can bring together a community so that they can help each other. They’re asking for the ability to add their own services and they’re asking with whom can I partner in order to fulfil my end user’s total solution. Xvantage should become an ecosystem for them as well.” www.ingrammicro.co.uk variously as ‘an AI-driven digital twin’ and ‘an intelligent self-learning experience ecosystem’. Created using building blocks from Cloud Blue, Ingram Micro’s independent marketplace platform for everything-as-aservice solutions including the company’s own Cloud Marketplace, Xvantage seamlessly connects different elements in the ecosystem through a real-time data mesh that extracts data from disparate systems and applies machine learning and intelligence to it. Platform benefits include: n Seamless interconnectivity: Channel partners can interact with Ingram Micro employees seamlessly. A reseller can submit a question that an Ingram Micro employee can view in the Associate Platform and respond to instantly. Likewise, a vendor partner uploading an SKU or other information can interact with Ingram Micro or a channel partner directly through the platform. n Push recommendations: Intelligence and machine learning enable Xvantage to push recommendations to partners in real-time as they are using the system and at the moment of purchase. On one level, this is a convenient way for users to be made aware of other products and solutions in Ingram Micro’s vast offering. On another, it helps users add value. For example, when a reseller looks at a product in Xvantage, the system can proactively recommend a warranty, making it quick and easy for the reseller to bundle that with the hardware. n Personalisation: Another aspect of the platform’s intelligence is personalisation of the interface for individual resellers based on their areas of specialism or expertise, creating a more streamlined, relevant experience. Xvantage’s algorithms will continuously learn about a reseller’s preferences based on previous purchases, Because the platform is self-learning, it is continuously refining and enhancing its recommendations and insights. At the same time, Ingram Micro development teams are constantly adding new features and functionality EDITOR’S CHOICE AWARD INGRAM MICRO Xvantage 3
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