As AI and other technologies reshape how business leaders approach investment and deployment strategies, channel partners are adapting to new demands and increasingly complex environments.
We asked Derek Hornacek, the director of distribution and channel sales at Panasonic Connect, about how those changes are impacting the ways vendors need to work with their channel partners worldwide.
Do you think the support and enablement partners expect (or require) from their vendors in 2026 is different than expectations in years prior?
The expectations have fundamentally shifted. Partners expect a fully integrated ecosystem that helps them deliver measurable customer outcomes. We actively work with our channel partners to capture the voice of the customer, as end users are increasingly focused on solving specific business challenges and demonstrating tangible ROI with their investments.
They are busy, and don’t have time to evaluate an array of disparate tools and deal with integration challenges. Choice must translate into real world solutions that drive measurable outcomes. For our channel partners, that often means new relationships and revenue opportunities.
That evolution is clear in how partners engage with Panasonic Connect today. What matters most is simplicity: how complex solutions come together in a way that is easy to position, sell, and support across the full customer lifecycle. Hardware, software, and services need to function as a unified offering, not separate components. As a result, enablement is no longer episodic. It is tied directly to how partners build and scale.
At Panasonic Connect, we are responding with innovations we bring to market – from our expanded modular TOUGHBOOK portfolio to our new security and software offerings (TOUGHBOOK Guard and TOUGHCommand), to the broadening ecosystem of solution partners we keep. Together, it equips channel partners with both best-in-class technology and the operational support needed to grow repeatable business.
With customer needs and technology environments evolving nearly every day, what do vendors need to operationalize to best support partners?
Great question – and something that we evaluate regularly because the only constant is change. There are a few things that vendors should focus on operationalizing to ensure channel partners are most effective and set up for success.
Clarity is important. Panasonic Connect ensures our hardware, software, and services are tightly integrated into solution architectures that partners can take to market with confidence. In addition to streamlined pricing and resources like partner portals, for example, it requires strong cross-functional alignment across channel, sales, and marketing so that partner engagement is consistent and commercially effective.
Enablement is another area that vendors should operationalize and evolve over time. Customer needs and market trends change with speed. It’s important to keep pace. Operationalizing product and solution training, aligning sales initiatives, and evaluating the voice of the customer throughout the year are important. This also extends to translating data into actionable intelligence, closely connecting usage trends and signals to strategic outcomes.
Finally, speed-to-market is critical and an area that can be operationalized by closely aligning the channel and the supply chain. Programs such as the TOUGHBOOK Quick Delivery Model, which align product SKUs with customer trends, for example, help reduce friction and shorten deployment timelines. Keeping channel partners up to date with the latest product availability and building pipelines based on the needs of customers is a growing area of differentiation.
From a technical point of view, how do integrated solutions help partners build long-term success for customers?
When hardware, software, and services work together, partners can deliver solutions that are more cohesive and scalable over time. For Panasonic Connect, this integration is a key differentiator in how we support both partners and customers.
Integration reduces complexity, improves interoperability, and shortens time to value. Importantly, it creates a foundation for continuous improvement and long-term engagement, which ultimately strengthens customer retention and partner growth.
From a technical standpoint, integrated solutions are valuable because they remove a lot of the complexity from a product offering while improving functionality. It also means that solutions are tested and built to work from the start of the deployment, as opposed to having to update or troubleshoot once the product is in the field.
Many of our customers work in highly regulated industries, such as the public sector, utilities, and federal sectors. Solutions must meet rigorous compliance and security measures, and having an integrated offering ensures these steps are taken before a product goes to market. This not only delivers confidence for customers, but positions channel partners as trusted advisors that understand the needs of the industries they serve.
This integration also extends to other areas of solution support, such as software and services. It further simplifies how channel partners can deliver unmatched value and continue to deliver ROI for customers over time. Customers can directly benefit from mobile device management, layered security, vehicle installations, and more – all through the one relationship, removing compatibility limitations. Market-leading solutions packaged in one clear offering from a trusted partner is a recipe for success.
What is top of mind for you as you shape Panasonic Connect’s approach moving forward?
We’re doubling down on how we help partners deliver integrated solutions that solve real business challenges and create measurable value for customers. This means strengthening alignment across the entire partner ecosystem, so engagement is seamless and reinforces solution-led growth.
We’re also investing in enablement and operational excellence, from structured monthly communications and quarterly webinars to a centralized partner portal and dedicated Mobility Partner Support team. Together, these initiatives ensure partners are not only informed, but fully equipped to execute in a fast-moving, increasingly complex market.
Ultimately, the goal is to make it easier for partners to grow with Panasonic Connect by reducing friction, strengthening integration across the ecosystem, and enabling consistent delivery of outcomes that matter to customers.