technologyreseller.co.uk 25 “I don’t think anybody’s done a particularly good job yet of articulating for end users or for dealers what the benefits of AI might be, so we’re working very closely with the likes of Microsoft and Google, as well as the hardware manufacturers, to bring those use cases to life. We’ve seen some fantastic instances of how businesses can be more productive through AI tools like Copilot. This is going to be a massive play for us next year, particularly with Windows 10 support running out, both on the PC side and in the mobile space. That’s where things like our trade-in capability become quite important, because there’s an affordability consideration. Spreading the cost through leasing is one thing, but we can also give better value back for previous kit,” he explains. Currys Business has been evolving to meet the changing needs of channel partners for over 30 years. Now, by integrating its different sales channels and developing more value-add services, it is helping its partners provide SME customers with complete tech solutions and profit from high growth areas such as AI and security. Watch this space for more developments in 2025. To find out more about partnering with Currys Business, please contact our expert team on 0330 678 0525. so partners have the option to come in and sit face to face or just engage with us over the phone, if they prefer.” Vendor relationships Kramer adds that the strong relationships Currys Business has with leading vendors like Apple, Samsung, Microsoft and Google gives partners the opportunity to capitalise on key growth areas such as AI and security. “The AI we’ve seen from Samsung and Google in particular is really impressive and there are some Enterprise Edition devices that we’re looking at with added security, particularly on the Samsung side. Those are the two big areas of focus for us. Currys Business has formulated to inspire and guide channel partners and their SME customers, as Kramer explains. “The first is cash – cash flow is always top of the list – then sustainability. This is becoming increasingly important and as a business we’re very strong in this area. We do millions of repairs each year and have huge recycling capabilities. We think we’re well positioned to leverage that for dealers, to make it easier and cheaper for businesses to change tech, but in a responsible way. “Security is clearly a big growth area. There are more threats than ever on that front, so having the right products and services, either through our partners or directly, to support that is important. The fourth pillar is bills, which is why extending into broadband and utilities and energy is a useful thing to do. Those are the four areas we want to lean in on.” Channel support Currys Business is clearly positioning itself to become a one-stop-shop for channel partners, but why would a reseller choose to source its products from Currys rather than a broadline distributor? “First of all, because of our scale we can compete on price, which we know is still the most important factor – range and price – so making sure those fundamentals are there,” says Kramer. “Then, we’ve got great relationships with the big manufacturers and all the networks. So, providing choice and the ability to cross-sell. “The other thing would be our account management capability, which we hope is already and will continue to be stronger than others’. We’re certainly trying to invest in getting closer to our partners to find out how we can grow with them. Those are the big things for me. Like I said, our aspiration is for that to sit across any of our channels, COVER STORY There are more than 30,000 products in Currys’ B2B portfolio The Currys retail estate includes 54 Business Hubs
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