Playbook Volume 10 - ChannelVision Magazine

applications live and what is required to support them. So, if you want to see where SD-WAN is headed, look where applications are headed … to the cloud. In our opinion, SD-WAN is not disrupt- ing the MPLS or private WAN market because the cloud has already done so. Whether it was point-to-points, frame relay or MPLS, we’ve been designing hub and spoke networks for a long time because the value of the network was in connecting the remote locations back to some sort of main location, where the applications lived on servers.” In today’s environment, Burchett added, those applications are moving away from a main location and to mul- tiple cloud and SaaS providers. “This means the hub and spoke network has to evolve,” Burchett said. “The value of getting back to the ‘main location’ is lessening at the same rate the need to get to the cloud is growing. It’s time for customers to start thinking about how to purpose-build connectivity to the cloud, because that’s where their applications live.” “The conversation has to revolve around the applications,” Siegler continued. “Cus- tomers are not asking about SD-WAN to save money on their MPLS networks. Rather, they are asking about why they even need an MPLS network. They are talk- ing about cloud and SaaS migration and the new challenges these migrations are pre- senting. They are also asking how they can ensure that they can run their applications and support their end users without internet related-issues crippling their business.” Cybersecurity, for instance, is a ma- jor point of focus right now and a top concern for enterprises when consi- dering cloud migrations. “I see security being more important than ever,” said Siegler. “The topic has recently shifted away from questions like ‘Where is my firewall?’ to ‘What is my overall security solution?’ A lot of security providers, in other words, are now ex- panding what they offer. Instead of just offering something like a firewall, they are now offering services like intrusion detec- tion, issue response and proactive con- sulting on a more holistic level.” Siegler maintains that it’s critical to have access to partners that are best- in-class, for specific security functions. People who say they can put everything in one box typically don’t give the best of any one feature, he said. You need people who are experts in security and SD-WAN, just like you need people who are experts in core switching and PBX for a VoIP deployment. It’s all about building confidence in specific areas. “Agents need to be looking into where their customers are most ex- posed, how they are at risk and how their current architecture is supporting their security needs,” Siegler explained. As Burchett added, though, it’s impor- tant to be careful not to be too pushy when approaching customers about security. “Customers are looking for SD-WAN solutions that complement their security strategy. If your proposed SD-WAN solu- tion involves dramatically altering or re- placing their firewall and security services, you are going to have a tougher sale than if your SD-WAN is transparent to their chosen security solution.” o 21 THE CHANNEL MANAGER’S PLAYBOOK