Authority Q3 2014 Special

INTERNET OF THINGS

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BIG DATA

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TDSMB

FALL 2014

Arr... Shiver Me Data Breaches!

Meet the Woz

Protect your customers against the dangers of the cyber seas

The Apple co-founder talks about his vision for the future

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From Our CEO Dear Partners, Since I joined Tech Data eight years ago, I’ve watched our team strive each day to bring you the best that the IT channel has to offer. We are excited to celebrate 40 successful years and look forward to continued growth together in the years to come.

In the last 40 years, we’ve built an organization that focuses on you—our partners. From opening our doors in 1974, to expanding into Europe in 1994, to the more recent introductions of our channel-leading cloud and mobility solutions, and every step along the way, partnerships have been the key to our success.

Tech Data has focused its strategy on execution, diversification and innovation. We’ve worked hard to bring the best solutions, the strongest partnerships and the most cutting-edge innovations in the world to offer you the best resources possible to grow your business. Technology is our vehicle to profitably growing together—and it’s empowered us to be the distributor of choice in the IT channel.

In this special edition of Tech Data’s Authority magazine, you’ll find a look back at some of our company’s defining moments, as well as some of our favorite stories from previous issues. Published every quarter, Authority is another way that Tech Data shows our commitment to bringing you the latest in the IT channel. I hope you enjoy this special commemorative issue.

While we are proud of our history, Tech Data remains squarely focused on the future. Thank you for your continued commitment and invaluable partnership. We’re just getting started.

Bob Dutkowsky CEO, Tech Data Corporation 2

“ We’ve worked hard to bring the best solutions, the strongest partnerships and the most cutting-edge innovations in the world to offer you the best resources possible to grow your business.”

Editorial Staff Eric Jessen

Authority (ISSN #1940-9249) is published quarterly by Tech Data Corporation, 5350 Tech Data Drive, Clearwater, FL 33760, Phone: 800-237-8931

Editor-in-Chief

www.techdata.com

Publisher

Brian Kosoy

Creative Director Alex Fox

Editor Jessica Chapman

Lead Designer Leandro Castro

Production Pattie Grass

©Copyright 2014. All rights reserved.

Material in this publication may not be reproduced in any form without written permission from the publisher.

Tech Data and the Tech Data logo are registered trademarks of Tech Data Corporation in the United States and other countries.

All other trademarks are the property of their respective owners.

We welcome your feedback on Authority. Please drop us a line at authority@techdata.com or visit techdata.com/authority.

Writers Laura Stewart Christine Hale Tracy Blalock Jonathan Chandler

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Fall 2014

ON THE COVER

page 6 »

Meet the Woz The Apple co-founder talks about his vision for the future 4

page 20 »

Arr… Shiver Me Data Breaches!

Protect your customers against page 38 » the dangers of the cyber seas

TRENDS Dive into the World of Big Data

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When Machines Start Talking The Internet of Things pushes machine-to-machine technology to the forefront

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Four Threats to Mobile Security That Could Kill BYOD Keep an eye out for these lurking dangers

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SLED’s Comeback Year A quick look at the education market

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Modernizing Government IT Security, cloud, mobility and big data remain top priorities

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Off the Clock A collection of our favorite customer profiles

Plus three steps to getting started

page 11 »

OPPORTUNITY So, What’s Your Story?

Lessons from Cisco’s storybook

page 29 »

ABOUT YOU

Introducing TDSMB Business simplified

page 45 » 5

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By Jessica Chapman, Editor

1974

1986

Tech Data founded by Edward Raymund on Nov. 19 in Clearwater, FL.

1983

Tech Data transitions from a reseller to full-line national distributor of personal computer products.

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1993

Steve Raymund succeeds his father as CEO. Initial public stock offering on NASDAQ.

Opens Miami export office to serve Latin America. Surpass $1 billion in annual sales.

1989

Expands into Canada, the company’s first expansion outside of the U.S.

It might be hard to believe that Tech Data— a company currently ranked No. 111 on the FORTUNE 500 and serving more than 100 countries—was ever a small reseller selling mini and mainframe computers directly to end users. But that’s exactly how the story started 40 years ago on Nov. 19, 1974.

Needless to say, quite a bit has changed since then. In the years that followed, Tech Data evolved from a reseller employing a dozen people in 1981 to being named one of America’s fastest-growing companies by FORTUNE magazine in 1991. And while the timeline could go on and on, here are a few highlights that capture what our 40 years in the IT channel have looked like.

1994

Expands operations to Europe through acquisition of Paris-based Softmart International, S.A.

» $26.8 billion in sales for FY14 » Ranked No. 111 on the FORTUNE 500 » 115,000+ IT reseller customers » 150,000+ IT products sold » 100+ countries served » 9,000 employees worldwide

1998

Acquires Munich-based Computer 2000 AG, Europe’s leading provider of IT products to resellers, expanding presence to over 30 countries worldwide.

1995

Debuts on the FORTUNE 500, ranking No. 464.

2005

FORTUNE places Tech Data atop its Hall of Fame, citing “Tech Data has risen faster on the FORTUNE 500 than any other company.”

1999

Establishes TechSelect, the company’s premier reseller community.

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While Clearwater, Florida, might seem like an unusual place for the home of one of the world’s largest IT distributors, Tech Data’s reach stretches far and wide. Tech Data first expanded beyond the U.S. in 1989 when it opened offices in Canada. In 1994, the company expanded into Europe. Today, Tech Data Europe is the leading provider of IT products in Europe, accounting for more than 60 percent of Tech Data’s overall business.

2006

Ranks No. 102 on FORTUNE 500.

2007

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We’re more excited than ever to continue growing and expanding across the globe, striving to offer our reseller partners the best in distribution. We’re just getting started!

2009

Bob Dutkowsky named CEO of Tech Data.

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Launches Advanced Infrastructure Solutions (AIS) division in the U.S. to target the fast-growing markets like virtualization, blade servers, storage, software and other utility solutions. Opens our TDSMB office in Costa Rica.

2011

Tech Data holds its first Channel Link conference, a semiannual event deisgned to give reseller partners insights into the latest technology trends.

2011

Celebrates 25th year as a public company; introduces accessTD mobile platform.

2012

Acquired several distribution companies in the UK, France and the Netherlands, making Tech Data the leading distributor of both value and broadline IT products in Europe.

2012

Launches award-winning Solutions Store in the U.S.; launches TDMobility, now known as Tech Data Mobile Solutions.

2014

Launches TDSMB and SMB.techdata.com designed to provide Tech Data’s SMB customers a best-in-class user experience with enhanced resources, unique web platform and exclusive new rewards program, TDLoyalty.

2013

Refreshed Solutions Center at Clearwater, FL, headquarters.

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GOODBYE STATUS QUO IP NETWORKS. HELLO BROCADE. Say goodbye to outdated, complicated, and expensive status quo IP networks. Say hello to the agility and efficiency of Brocade.

Get the facts at brocade.com/networkfacts

Now through Dec 31, 2014 Brocade reseller partners can get up to 74% off on the new Brocade ICX 7750 switches and accessories. Contact our team today at 800-237-8931, ext 82111, Opt 1 for details.

#networkfacts Š 2014 Brocade Communications Systems, Inc. All Rights Reserved.

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AT THE RATE DATA IS GROWING, YOU CAN’T MISS THE NEW ERA OF BIG DATA

BY JESSICA CHAPMAN, EDITOR, AND SETH ROBINSON, DIRECTOR, TECHNOLOGY ANALYSIS, MARKET RESEARCH, COMPTIA 11

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SO WHAT IS THE OPPORTUNITY? Gartner predicted in 2013 that 4.4 million jobs will be created in big data by 2015, with only a third of them filled. That leaves solution providers to determine which areas within big data, like bringing in more data analysts and architects, programmers, research analysts, or security experts, will fit their business model.

WHAT IS BIG DATA? Defined as “large amounts of complex, unstructured data,” the massive volume, variety and velocity of data sheds light on how prominent big data is becoming.

But don’t let those terms fool you. Big data is as simple as the accumulation of data generated from photos uploaded to Facebook, the amount of digital film used to capture a baseball game, the thousands of clicks online, the number of texts sent—and more—now being used to drive things like targeted shopping history or saving us from credit card fraud.

“We’re at the early stages of big data,” says Ken Griffin, vice president of Tech Data’s Advanced Infrastructure Solutions, Storage division. “Big data today is where the cloud was three years ago.”

According to Gartner, big data is growing at a 650 percent rate and, from 2012 to 2016, IT spend on big data will total $232 billion. In fact, 90 percent of worldwide data was created within the last two years. Unbelievable? Just think about how many emails and texts you send, how many videos and photos you find online or the amount of tweets generated across the Internet in a single second.

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Building a big data practice, Griffin says, means doing research, picking a focus area, working with vendor partners and developing required skills to determine how to apply it to everyday business. From there, solution providers should choose a customer to develop a first case study.

“It’s a very broad topic today, but big data will continue to evolve over the next few years,” Griffin says. “There’s a massive amount of growth and the rapid change and speed of turnaround in which it can be used offers endless possibilities.”

Solution providers that want to integrate big data into their practices can follow three steps to build out the appropriate offerings.

Seth Robinson, director of technology analysis, market research at CompTIA, shed some light on exactly what these steps are and how we can leverage them.

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BUILD A SOLID FOUNDATION.

One of the criticisms of big data is that it’s no different from the business analytics that companies have already been doing—just bigger. There is some truth to this, but it’s also true that many companies are not fully utilizing their current data. CompTIA’s inaugural big data study found that only 6 percent of companies claim to be exactly where they want to be in using their data. There is plenty of opportunity for expertise in relational databases, SQL and best practices in data organization before a company even begins looking at newer tools.

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CONSIDER ADJACENT DATA-RELATED SOLUTIONS.

Part of the big data hype comes from data volumes growing exponentially. While the focus is on the databases and analytical tools that help companies store and sort their data, there is also work to be done to simply store all the data and ensure its availability. Providers who are already versed in storage solutions or business continuity and data recovery processes can position these offerings within the context of a client’s overall data initiative.

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SOLVE BUSINESS PROBLEMS WITH NEW DATA TOOLS.

More so than many other trends, big data is an enabler. Mobility has direct implications for employee productivity and cloud computing has the potential for cost savings. Big data can lead to these and other benefits, but it requires a layer of understanding to bridge data findings to business results. The skills needed for this task are commonly rolled into the new job description of data scientist, a role that McKinsey Global Institute projects to be the most difficult to fill by 2018. Providers that build expertise in new data tools and finding business value will be prepared to take their customers to the next level when they are ready to move beyond their current data sets.

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WHEN MACHINES START TALKING The INTERNET OF THINGS pushes machine-to-machine technology to the forefront

By Christine Hale, Contributing Writer

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achines communicating to each other. Sending messages so they know when you sleep, the temperature of your house, how fast your heart is beating. That may sound a bit Orwellian, but you’d be surprised at how much machine-to-machine communication (M2M) already affects your daily life.

M2M technology enables data communication between machines without human intervention, facilitates network connectivity for a vast array of devices and captures data for later analysis.

As we strive for more efficient and effective processes in our work and personal lives, M2M becomes an integral part of our world.

In fact, the global mobile M2M module market reached a new high of $1.5 billion in 2012—an increase of 25 percent from the previous year, according to Infonetics Research. The global M2M market is expected to keep growing, reaching a compound annual growth rate (CAGR) of 26.1 percent by 2017. As the Internet of Things evolves, M2M creates opportunity for solution providers to provide the devices, connectivity, security, software and more. While M2M is affecting every vertical market, transportation, healthcare and digital signage are the fastest growing.

TRANSPORTATION M2M information in transportation means smarter fleet management, optimized fuel consumption and higher safety standards. Passenger information systems and insurance for products in transport are also affected. For example, take GM’s OnStar—the system that has been giving drivers peace of mind for nearly 20 years— alerting a computer when the driver is in danger, helping save lives and providing more revenue for GM. Efficiency is key in the commercial environment. Trucks, trains and planes are using M2M technology to monitor location, weight, fuel levels and mechanics. The market is ripe—the bus and coach segment alone is expected to grow at a CAGR of 23 percent until 2018, according to a recent study on global telematics by ABI Research.

As networks become more complex and supply chains span different organizations, it will become imperative for the logistics and transportation industry to adopt M2M technologies and prevent congestion and global gridlocks that can bring down entire businesses.

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Innovative digital signage and kiosk solutions are helping retail stores and restaurants target customers with relevant information at the point of sale.

HEALTHCARE

DIGITAL SIGNAGE

Healthcare will rely on M2M to provide better patient care while also controlling spiraling insurance costs. Just like a car’s emergency call system, healthcare computers will transmit information to other computers to track a patient’s temperature, heart rate and even a change in room temperature. The kind of measurements and communication that traditionally relied on healthcare staff will be automated and transmitted by computers to electronic health records, reducing costs and human error.

The worldwide digital signage market will total $7 billion in 2013, according to IMS Research. Machine-to-machine technology is playing a key role in this market’s rapid growth as businesses are discovering the benefits of delivering real-time information to connected screens. Sign content can be updated remotely, providing more accurate information.

From 2010 to 2011, usage of remote patient monitoring, or telehealth, increased by 22.2 percent as the number of patients enrolled worldwide reached 241,200 and telehealth device revenues grew 18 percent from 2011 to 2012. Telehealth is projected to increasingly be incorporated into post-acute care strategies and is listed by the Centers for Medicare and Medicaid Services as one of 13 possible models to reduce readmissions.

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Innovative digital signage and kiosk solutions are helping retail stores and restaurants target customers with relevant information at the point of sale. In the transportation industry, intelligent digital signage provides up-to-the-second information for travelers.

There are a plethora of different business models and incentives, technology choices, industry sectors, security and data privacy concerns to consider before the true potential of M2M can be unlocked. Now is the time for solution providers to evolve their business to capitalize on the potential growth opportunities.

As this market evolves, it’s crucial that solution providers work closely with channel partners to discover key opportunities within their business.

Many business units, including Tech Data Mobile Solutions, offer simplified entry into the mobile market. The industry’s first end-to-end platform encompassing mobile hardware, software, service

plans, activation and Telecom Expense Management, Tech Data Mobile Solutions offers customized solutions to streamline and simplify M2M solutions. Learn more about their M2M program by contacting the team at 800-237-8931, ext. 83662, or tdm_sales@techdata.com.

HAPPY 40 ANNIVERSARY, TECH DATA! TH

Thanks for partnering with CyberPower Systems to provide award-winning power protection solutions to your customers.

TechData.com/CyberPower 800-237-8931 17

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The Core of for 40

Distribution Years

Leverage the world’s industry-leading brands to grow your business with high-margin, end-to-end solutions.

To learn more, just visit the Systems and Peripherals page under “Solutions” on the Tech Data website or call 800-237-8931.

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meet

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By Jessica Chapman, Editor

The Apple co-founder talks about his vision for the future of technology, favorite hobbies and why he loves his job Chances are you own at least one Apple product.

As technology continues to transform, bringing with it new ideas and new opportunities, it only made sense that we sit down with one of the men who started it all. Authority caught up with Apple co-founder Steve Wozniak and found out just what he’s been up to lately.

Favorite memories: Remembering where it all began Easily the question with the some of the most exciting stories behind it, Wozniak shared what it was like to invent what became one the world’s most game-changing products, the Apple I and Apple II computers. He never planned to change the world, he says.

He just loved gadgets— and still does.

“I knew when I was done that I had all my satisfaction for life,” Wozniak says of inventing the Apple I. “I grew up loving to write programs. Because, if you can write programs, you can never stop coming up with an idea for the next program, so I knew I was going to be happy for life.

That was a big, big moment that meant a lot to me.”

Although many other products mean just as much to Wozniak— like inventing the San Francisco Bay area’s first dial-a-joke phone line—he admits the Apple II was the product that had the most resounding impact on the world, even if he doesn’t like to take credit for it.

“The Apple II was more a computer designed to be a great computer,” he says. “When Steve Jobs and I sat on my floor, and I showed him how I could type in a higher level line of BASIC—we were just on the floor shaking because we knew that the world was going to be so changed now that games were software.”

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Hello, future!

As you can imagine, Wozniak is almost always the smartest person in the room. Thankfully, he brought it down to our level and shared some insights on where we’ll be in the next 10 to 20 years—the advancement of voice technology and more humanized devices, such as artificial intelligence (think a very advanced version of Apple’s Siri), among the most notable.

“Voice is going to be so big [in terms of] the amount of data,” he says. “It involves an awful lot of processing to determine what somebody said and what it means. Artificial intelligence is probably the next big breakthrough.”

Even big data will take some major leaps in the coming generation, he says.

“I think [big data] is going to someday move into the visual world,” Wozniak shares. “In other words, we’re going to be walking around with cameras on us. The number of cameras that are going to be monitored in the big data centers for important purposes is going to be huge. If I had a device that was looking around me and saying, ‘Oh, Steve, that book you were interested in is over in that bookstore.’ Any little thing to help me as I go along.”

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Helping the next generation

The next big thing

A little-known fact: Wozniak had a second, well-hidden dream. Aside from becoming an engineer (we think he pulled that one off pretty well), he also wanted to become a teacher.

He even taught fifth grade for a short stint, he shares.

“I’m pretty loyal,” Wozniak says.

“I only have two companies, Apple and Fusion-io. [Fusionio is] huge, and we’ve done an incredible job, but normal people don’t hear about us because we’re not the consumer product.”

“I could talk about this all day,” Wozniak says. “I grew up as a technician so, for me, learning technology in education was important. You can’t learn how computers work in schools today. They don’t teach it, but what about the few students that want to do it? If a computer could be a human teacher, a friend, it could be one teacher per student and let them all go different speeds, different directions. But we’ve really got to care.”

Wozniak joined Fusion-io as chief scientist in December 2008. The company’s Fusion ioMemory platform accelerates databases, virtualization, cloud computing, big data and similar applications. Wozniak says he was attracted to the company because of its vision for the future of IT. “I really fell in love with this company. That’s the way I used to think,” he says. “Bring everything to the computer and it’s much more efficient.”

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Visit us.touchwins.com. Sign up. Start earning.

*Windows 8 Pro and Windows 8.1 Pro TOUCH devices are eligible.

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Four Threats to Mobile Security that could

By Terry Erdle, Executive Vice President, Certification and Learning, CompTIA

Kill BYOD

By Christine Hale, Contributing Writer

Using a mobile device is like being a tightrope walker in a circus. On one side of the rope are enticing emails from Nigeria promising millions of dollars, all yours by simply clicking a link. From your vantage point on top, you can see productivity, networking, and friends and family on the other side.

You're balanced 99 percent of the time, so that one time you click on the phishing link from your smartphone isn't going to cause your world to come crashing down—right?

WRONG.

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licking a malicious link or downloading a rogue app on a mobile device is like inviting an untamed lion into your home—nothing will

be left in its wake. Personal and work contacts, pictures, emails, and anything else a hacker may want are stored on mobile devices. As BYOD grows, so does the challenge to balance flexibility and productivity for the employee and security for the company. Here are four mobile security threats that no IT professional should ignore:

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Data Theft

BYOD is all about giving employees the ability to be productive on the go—but just where are employees going with their company’s data?

According to a recent Frost and Sullivan report, more than 80 percent of employees use cloud applications without the knowledge or support of corporate IT. To keep data secure, companies should use strong authentication and device certificates with a solution that provides encryption between end points. Containerization is another tool to keep data from crossing over into personal space. Containerization allows businesses to ensure that corporate data accessed by apps remains segregated from personal data, regardless

of the device—corporate or personally owned—or the apps being used. Good Technology is a leader in containerization technology within its end-to-end secure mobility solutions portfolio.

“Your business information, your business apps, your business data reside in the container. Any applications you choose to make available to your users can securely share that data, but that data never crosses the line into the personal space,” says John Dasher, vice president of product marketing for Good Technology. “It fully respects employee privacy while not sacrificing control over the business data that needs to be protected.”

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According to security firm MetaIntell, 92 percent of the top 500 Android apps have a security or privacy risk. Proactive IT professionals should weigh the potential backdoors in commonly used apps, especially the most risky cloud apps, and assist users in finding secure alternatives.

Dasher says that as companies get more strategic with their mobility offerings, secure custom apps can help them speed up time to revenue and provide better customer interactions.

“We’ve got an ecosystem of independent software vendors who have versions of their products built on the Good Dynamics platform,” Dasher says.

“We have a relationship with Box, so they have a Good-secured version of their mobile app. In those types of circumstances, you can let your employees use Box but use it securely with other Good-secured apps.”

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The Cisco 2014 Annual Security Report pulled back the curtain on which devices are most affected by malware—99 percent targets the Android platform, usually through SMS messages or by impersonating legitimate apps on non-official marketplaces. Webbased malware has attacked 71 percent of Android users, while just 17 percent of all iPhone users were targeted. Education is the first step in combatting security risks— users need to understand what they’re clicking on and the potential risks to their security. BYOD policies can go a long way to educating employees on what they should and shouldn’t be doing with their devices on company time.

“It’s important to have a written policy, and it’s important to have employees acknowledge that they’ve seen the policy,” Dasher says. “For best success, keep it to a page, make sure it’s actually readable and that people can understand it. You want people participating and being part of the solution, not part of the problem.”

Clicking a malicious link or downloading a rogue app on a mobile device is like inviting an untamed lion into your home—nothing will be left in its wake.

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Mobile Security by Numbers • 676 IT and IT security practitioners with involvement in endpoint security, management

and operations were surveyed.

75%

say that mobile device usage will increase in 2014

41%

experience more than 50 malware attacks per month

75%

view mobile devices to be the leading threat to endpoint security

44%

expect their IT security budgets to increase in 2014

• More than half of respondents indicate that their company has a BYOD policy that allows employees to

use their personal mobile devices for work-related purposes.

Take a look at these results from the 2014 State of Endpoint Risk study conducted by the Ponemon Institute, sponsored by IT software security provider Lumension.

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hardware

Getting control of the devices and the apps available to users, but still allowing them to choose the device that best fits the way they work and play, could be the key to balancing what employers and employees need for a successful BYOD practice.

Mobile Solutions,” Heather Murray, former vice president of Tech Data Mobile Solutions, says. “End-user IT departments are then able to exercise more control over the types of devices their employees purchase, and the MDM solutions that are added to the devices.”

“Employers can establish a white-labeled BYOD portal that allows their employees to purchase and activate devices on preferred carrier networks through Tech Data

Hardware and software manufacturers are still working to render devices inoperable in the hands of a would-be thief. To ensure that business data doesn’t disappear when

the mobile device does, organizations need a secure mobility solution that lets them manage or wipe devices remotely.

“If someone leaves your employ, no one else would have the authentication credentials to get at that data and you can remotely wipe the business data without touching the personal stuff,” Dasher says. “You have more control than you might think over your business data.”

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CONGRATULATIONS, TECH DATA Our vision and success would be impossible without the strong and long-standing support of one of our greatest partners. Together, we’ve helped grow our customers’ businesses and bring world-class technology to the channel.

On behalf of the entire Cisco team, best wishes and congratulations on 40 years in the channel. We’re proud to be your partner in the years ahead.

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SMB Spotlight

So, What’s Your Story?

Lessons from Cisco’s storybook

By Tracy Blalock, Contributing Writer

More and more companies—including your competitors—are mastering the art-turned-business strategy of storytelling. So, what exactly is a good story and why should you care? Because it’s authentic, emotional and inspirational—and it gets results.

Since a great story shows rather than tells, we sat down with Cisco’s Mercedes Maglin, distribution marketing manager, to gain helpful insights from a company that’s writing the book on success through storytelling.

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CREATE A STORYTELLING CULTURE “Absolutely everything we do is based on the Cisco story,” Maglin says. “That’s the premise to drive thought leadership in the marketplace, drive innovation and position how we’re different.

It’s the reason why you should listen to what we have to say.”

Fostering a great storytelling culture for your company starts with the company’s leadership. Maglin says it’s Cisco CEO John Chambers’ vested interest that makes the difference. He’s not just telling the Cisco story wherever he goes, but he tells it in such a way that it sets Cisco apart, she says.

There’s no doubt the power and consistency of Cisco’s story and Chambers’ efforts can claim at least partial credit for the company’s growing revenues from $70 million when Chambers joined in January 1991 to record revenues of $48.6 billion in FY13. During his tenure as CEO, Cisco has been named to Fortune’s “Most Admired Companies”

list since 1999, ranking No. 1 in the Network Communications category eight times, Bloomberg Business Week’s “Top 50 Performers” list six times and is one of the top 10 places to work in the United States and many other countries.

“ Absolutely everything we do is based on the Cisco story,” Maglin says. “It’s the reason why you should listen to what we have to say.”

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FIND THE STORY AND THE STORY NEVER START SHARING CHANGES—IT JUST GETS BETTER It doesn’t matter what technology you’re dealing with—data, software, hardware—everything has the potential for storytelling.

Don’t get stuck in left-brainonly thinking just because the IT industry focuses on all things technical.

“The story isn’t about the widget—it’s about what the widget can do,” Maglin shares.

“Your story is a vehicle to share your vision and stimulate the desire for a better future, a better end result.”

Your widget, she says, is simply a path that translates to bigger profits or a more efficient way of executing a process. In other words, it’s your method to building a strong customer relationship—the opportunity to unlock real connection, find an emotional hook or risk just being one more in the pack.

Keep in mind decisions are ultimately based on emotions, so it makes sense to engage others in your vision. When employees, customers and partners are emotionally connected to you and your vision, it’s a whole different story.

The core of what Cisco stands for is printed on every employees' badge and reads, “Changing the Way We Work, Live, Play and Learn.”

Maglin admits, in the beginning, it took a lot of onpurpose thinking and strategy to come up with a message that resonates and can stand the test of time. Part of Cisco’s success hinges on the fact that it’s constantly evolving.

“Across every business area, no matter what you’re doing, three core questions drive every action of every team: Why Cisco? Why now?

Why the network?” she says.

Storytelling is always in the background. The creative, or skin, may change but the core story never changes, it only gets better.

AND SO THE STORY GOES A good story, Maglin says, is very specific, easy to digest and consistent. She recommends thinking of storytelling in terms of a pyramid.

At the very top is the core idea that communicates what the company is really about. Then you build out layers. Whether it’s case studies, whitepapers, social media, presentations, sales engagements, blog posts, videos or event branding, all mediums are about helping people see new possibilities.

Crowdsourcing is also key, she adds. Customer reviews are an amazing tool and people will gladly tell your story if they’re, as Maglin says, “riding the bus with you.” Use that to your advantage by finding customers to offer testimonials and incorporate those in your communication methods.

And don’t forget those who’ve gone before you. Experts in the storytelling field—and even better, the IT storytelling field— are invaluable resources. Cisco recently enlisted TDAgency to write, cast, direct and produce the Cisco Services and World Without Services videos to share their story in unexpected and memorable ways (just check them out on YouTube). Take a look at your business and consider ways you might be able to do the same.

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MANY HAPPY RETURNS Can stories drive real business results?

Absolutely. For two great examples, look no further than Cisco’s two distinct reseller communities—Ignite and Charged, both created with the help of TDAgency and each built on its own story. Ignite is all about accelerated growth, while Charged is about taking your business to next level.

In the second half of Cisco’s fiscal year, the Ignite community has grown 62 percent and Charged 30 percent. Proof, Maglin say, that when customers feel vested and emotionally connected, they execute.

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FIND YOUR INNER STORYTELLER Given the ever-increasing number of devices and ways to communicate, there’s never been a better time to master the art of storytelling.

Look for ways to make it personal. Leverage your story across all platforms, keeping a close eye on consistency. Storytelling is a powerful tool to drive business success and you can bet your competitors are doing it.

“We’re all storytellers, and it can become a guiding principle for any company,” Maglin says.

Tech Data, Thank you for your innovation, execution and your partnership over the past several years.

Through hard work and a customer centric approach we have mutually grown our businesses together.

You are truly the difference maker in distribution!

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SLED’s Comebac A quick look at the local government and education markets

Before you break into a nervous sweat at the thought of reliving high school (or worse— middle school!), relax. Next time you walk into school, you’re the man—or woman—with the power: The future of education and government is at your fingertips.

Government wants security and cloud services After facing tight budgets the last few years, many government offices are starting to think more about their IT infrastructure. With state and local government funding on the upswing, solution providers should be thinking strategically about what government and education customers need and focus on a long-term relationship.

“There has been lots of frustration the last few years,” says Chris Dixon, senior manager of state and local research at Deltek, a solution provider for professional services firms and government contractors. “They got in the job and found themselves in financial straitjackets. This is a good pivot time for laying the groundwork for where they want to be.”

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Although cloud and security took a back burner when IT budgets started shrinking, most CIOs and IT departments are recognizing the increased need for a strong enterprise security and cloud platform, Dixon says. That means they’re evaluating their options and creating a strategy for at least the next five years. Successful solution providers will come prepared with a long-term plan for both cloud and security services, including enterprise mobile management.

Teachers need solutions, not products The education system’s age-old questions are taking a back burner this year. There’s a new looming question on the whiteboard: How can technology help me implement Common Core Standards—the newest set of clear collegeand career-ready standards for kindergarten through 12th grade? The Common Core is making waves in schools across the country and has already staked its claim as educators’ No. 1 priority this SLED season.

ck Year

By Jessica Chapman, Editor

The Common Core is making waves in schools across the country and has already staked its claim as educators’ No. 1 priority this SLED season.

For many new education-focused technologies, like Samsung’s Smart Classroom or HP’s Classroom Manager, private and charter schools might be good test schools, Dixon says. These schools potentially have more opportunities than public education to invest in large overhauls—at least right now. Public education budgets are still tight, but they’re slowly trending toward these total-package solutions.

The education market needs practical solutions that help teachers collaborate and deliver curriculum efficiently to every student. Take a look at the Common Core and think about strategies the education system can use to make this implementation easier.

40 YEARS OF PUBLIC SECTOR GROWTH • Sales and Business Development • Partner Summits Tech Data’s broad range of products and services include: • Special Pricing and Promotions • Contract Support • And More

Contact us today • 800-436-5353 • publicsector@techdata.com 35

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MODERNIZING GOVERNMENT IT SECURITY, CLOUD, MOBILITY AND BIG DATA REMAIN TOP PRIORITIES

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he government is certainly no stranger to IT needs and infrastructure updates. Not surprisingly, the focus areas for many businesses this year can be applied to those trusted to lead the nation’s federal IT needs, too. While government IT spending is tight this year, CIOs and government agencies have a very prioritized to-do list—including hot topics like cybersecurity, data management and cloud services.

From the use of cloud and mobile services to big data and cybersecurity, federal IT departments are evaluating the use of communication and how best to update their infrastructure. These agencies are starting to plan for the next

five years and are interested in how the innovations leading the channel might help them— but it’s not as simple as finding the solution.

THE REALITY: BUDGETS ARE DOWN The government IT budget is down for FY15, according to analyst firm Deltek in an interview available on their website. Of course, it doesn’t change the fact that IT departments still need the latest innovations and are actively searching for the right ones. The best time to start selling into the federal space is the final three months of the fiscal year. The closer it gets to September, the more opportunities government contractors will have.

BY JESSICA CHAPMAN, EDITOR

WHERE IS THE MONEY GOING? According to CIO/CSIO Insights, a report produced

by TechAmerica based on a survey of federal CIOs, the federal IT budget looks like this: • 37% operations and maintenance of existing systems • 23% infrastructure (telecommunications and data center) • 16% development of new systems • 13% cybersecurity • 11% modernization of existing systems

Although cybersecurity falls toward the bottom of the list in spending allotment, TechAmerica reported that it’s the No. 1 priority of those surveyed, as well as the No. 2 challenge.

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Although cybersecurity falls toward the bottom of the list in spending allotment, TechAmerica reported that it’s the No. 1 priority this year of those surveyed, as well as the No. 2 challenge—with human capital coming in as the top challenge. Packaged services and solutions—ones that account for updating infrastructure with cloud and data solutions (think Internet of Everything) and also offer top-notch security software— might be a successful route for solution providers looking to work with government

agencies. Be sure to focus on their objectives, not your own, and consider the growing challenges around retaining good talent.

UNDERSTANDING HOW TO INNOVATE CIOs and other decision makers might know what objectives they need to accomplish to function at best capacity (as far as IT is concerned, that is), but they still don’t know how to go about it. That’s where you come in.

When it comes to spending, sustaining and balancing the workforce comes headto-head with focusing on developing innovative solutions to help improve infrastructure, manage data and protect the agency. Keep that in mind when working with your federal customers and find scalable solutions that improve productivity and plan for the future. For those not currently selling into the federal space, opportunities abound so visit the Tech Data TechEDG website for more information.

From One Innovative Company To Another,

From your partners at Samsung.

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Arrr...

Da

By Laura Stewart, Contributing Writer

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Shiver Me ata Breaches!

Protect your customers against the dangers of the cyber seas Attention all ye land lubbers: Thar be pirates approachin’—and thar fixin’ to collect a bounty or they’ll be throwin’ yer data into Davy Jones’s locker.

No one ever expects to become a victim of piracy— especially those that don’t regularly take to the high seas—but don’t let your customers be fooled into thinking that they can ever let down their guard. As long as there is something to lose, there will be criminals trying to take it, and data files are no exception.

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hether on land or sea, wrongdoers are always looking for ways to strike when potential victims least expect it. Often the goal is strictly malicious in nature—to simply do harm to people or their property—as is the case with many forms of malware in the cyber-criminal world. But just as traditional criminals aren’t relegated to one type of unlawful activity, neither are cyber menaces. The goal isn’t always to simply inflict harm.

Sometimes it’s to take something that is not rightfully theirs.

Cybercrime can take many forms, and an increasingly recurring one is commonly referred to as Ransomware. Ransomware is far from new to the cybercriminal scene, but it gained some momentum this past fall when a new virus known as CryptoLocker made headlines. Where typical Ransomware will lock victims’ computers unless a ransom is paid, Crypto authors raised the stakes by going after files: photos, videos and documents.

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Once the virus has encrypted the targeted files, victims see a menacing splash screen notifying them that their “important” files have been encrypted.

And in case that’s not bad enough, here’s the walkthe-plank moment: There’s a timer counting down to your impending doom. Pay up to gain access to a private key held by the extortionists themselves, or your files will be destroyed. Game over.

Like many malware viruses, CryptoLocker spreads mostly by spam email that, according to a Symantec Q&A, “uses social media tactics to try to entice

victims into opening an attached zip file.” Inside the .zip file is typically an executable disguised to look like something you might actually want to open—shipping information, invoices or other seemingly benign documents—while it’s going after your files. By the time the virus reveals itself the damage is done.

In the sea of malware, Ransomware makes up a fairly small portion of criminal activity.

Symantec estimates that approximately $5 million per year is currently being extorted from victims of

Ransomware attacks and— while it amounts to a small portion of the whopping $110 billion spent annually on malware protection, according to Symantec— it appears to be growing in popularity.

Researchers estimate that 200,000 to 250,000 systems were infected worldwide in the first 100 days of the CryptoLocker threat, according to a recent report published

by Dell SecureWoks. And chances are it’s just a sign of more sophisticated malware to come.

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If you’re a small-business owner, be extra wary.

Criminals love to make an impact, and your ship is the perfect target—easier to sink than a large corporate freighter with a dedicated IT department running defense, and potentially more satisfying than holding a portion of a large company’s files for ransom. In fact, according to Dell SecureWorks, business professionals appeared to be the first victims targeted in the CryptoLocker scam, and CryptoLocker goes after anything that’s locally connected or network-attached, including cloud-based storage, so even backup files are at risk.

So, what can you do to guard yourself and your customers? First and foremost is the advice that you already know: Keep your systems and software up-to-date. This safeguard is as essential as it is simple.

Old, unsupported operating systems and software are at a much higher risk for infection.

ABOUT YOU

Perhaps equally important is remaining vigilant with regard to mitigating risk. With new variants of malware rearing their ugly heads every day, the only way to guard against them is to not lose sight of the dangers of being online, especially email.

According to Dell’s CTU researchers, email is still the top infection vector for both malware and CryptoLocker.

By connecting us, it also exposes us. Leave the doors unlocked and you might as well invite the cyber criminals in yourself.

And what if the unthinkable happens?

Faced with potentially devastating losses, Ransomware offers victims a glimmer of hope that they can undo the damage.

All they have to do is pay the ransom. But there’s an old saying that holds true here: Never trust a pirate—or any criminal for that matter.

Paying crooks is never the solution. Countless blogs and reports from companies like Symantec, Microsoft and Dell have

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stated this in no uncertain terms. Not only will paying cyber thieves support the continuation of illegal activity and allow them to gain momentum, but there is also the possibility that your files will not be restored even after the ransom is paid.

As technology becomes more sophisticated, so does criminal activity.

Backing up files is a good idea, but it’s not enough. Dell recommends a constant re-evaluation of permissions on shared network drives and aggressive security measures, and countless cyber-security firms like McAfee offer security patches that detect potential threats and stop them from running.

Thieving is a game, and just like any other criminal, Ransomware thugs are hoping to invoke fear as their virus spreads and use one of the most powerful motivators of all against you: hope.

That’s the bad news. The good news is you can guard yourself and your company by devising a proactive malware strategy. Resources like Tech Data’s security team are always prepared to make sure you’re armed with the latest knowledge and tools necessary to protect yourself, your company and your customers. Whatever new direction malware takes, make sure you and your customers are ready.

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+

The secret to turning 40 is always staying young at heart.

Take it from a 75-year-old.

Congratulations, Tech Data, on 40 prosperous years.

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INTRODUCING

BY LAURA STEWART, CONTRIBUTING WRITER

BUSINESS SIMPLIFIED.

This June, Tech Data launched a brand-new interactive website, SMB.techdata.com. Revolutionary in its design and created to fit the needs of small- and medium-sized businesses (SMBs) in the channel, the site has gained a tremendous amount of traction.

But it’s just one of several steps Tech Data has taken to further develop and refine the support they offer SMBs, helping them win business and continue to grow in today’s competitive marketplace.

TDSMB The launch of SMB.techdata.com was part of a broader Tech Data initiative aimed at customizing the way Tech Data supports its SMBs. The initiative included a re-alignment of the SMB sales divisions, now organized by market niche to fit customers’ individual service profiles. The sales force now includes four specialized teams:

TDElite – Uniquely qualified to service all high-end technology needs

TDFuel – Highly trained to focus on Systems & Peripherals

TDEnable – Tenured team, aligned by technology and buying groups

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The change has allowed Tech Data “to deliver the very best value-added sales team in the industry,” says Greg Banning, vice president, TDSMB at Tech Data.

And it’s been well-received by the SMB community—which makes sense—because Tech Data understands what it takes to build a company from the ground up.

In 1974, Edward C. Raymund started Tech Data from his garage, marketing data processing supplies directly to end-users of mini and mainframe computers. Forty years later, Tech Data is taking that hard-earned experience in IT and using it to help other SMBs build and grow.

RESPONSIVE DESIGN Tech Data's new SMB website has simplified business and includes customized features to improve the users' experience.

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“TDSMB puts SMB partners first,” Banning says. “We understand that business is not one-size-fits-all, and neither are SMB solution providers’ growth strategies.

Today’s market demands speed and human-to-human interaction, which Tech Data has addressed with the TDSMB sales division and through the new website.”

SMB.TECHDATA.COM Created using a four-pillar strategy that focused on usability, content, commerce and community, SMB.techdata.com is revolutionary in its design. It’s optimized to work on any device from anywhere and features a completely customizable dashboard, so users can quickly and easily organize information based on what is important to them and their business.

“The TDSMB website embraces B2C standards of usability and personalization capabilities, providing our SMB solution providers with a platform individually customized to best meet their business needs,” says Phil Filippelli, vice president, E-Business at Tech Data.

And placing orders through SMB.techdata. com is a breeze. Users can see hot-selling products at a glance, view their own Tech Data customer pricing and easily keep track of their open orders with the Track Open Orders plug. Plus, if users need help, the site features a convenient live chat option, so they can connect to a trained TDSMB representative, on-hand to help them get the answers they need quickly and efficiently.

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“ Tech Data is the first company in distribution to offer a site with this level of technology for both solution providers and vendor partners, offering online collaboration, enhancing the user experience and enabling a better flow of information.”

— Phil Filippelli, vice president, E-Business at Tech Data

“Tech Data is the first company in distribution to offer a site with this level of technology for both solution providers and vendor partners, offering online collaboration, enhancing the user experience and enabling a better flow of information,” Filippelli says.

“The website streamlines the ordering process and provides value-added resources seamlessly on one website.”

TDLOYALTY As part of TDSMB, Tech Data is also proud to introduce TDLoyalty, the company’s first loyalty program designed exclusively for SMB resellers. The point-based loyalty program is grouped into three levels— Advantage, Choice and Preferred—based on participants’ total web sales for the year.

At each level, participants are eligible for additional services, discounts and incentives. Participating solution providers can earn points by purchasing eligible products through the TDSMB website and can stack points to purchase items from a catalog of more than 10,000 items, including point redemption for Tech Data’s marketing services through TDAgency.

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Classic Problems, Modern Solutions Systems & PeripheralsIT has products at the core of technology’s growth. From the device to the data center and everything in between, Systems & PeripheralsIT has offered complete solutions for the past 40 years to keep your customers connected in the office, at home or on the road. We provide training and education, promotions and programs, and networking and support so you can be a leader in the market.

Modern innovations to classic problems can help make every vertical more efficient and productive.

Solution providers can capitalize on healthcare reform to meet the growing need to obtain and transmit electronic medical records, from tablets and antibacterial keyboards to workflow and printing solutions that simplify the imaging and processing of information. Growing opportunities for digital displays in waiting rooms and other locations make it a vertical you don’t want to miss.

Some of the smartest IT solutions are being used to increase collaboration and interactivity in K-12 and higher education classroom settings. Smart

whiteboards enable students to collaborate in real-time and give teachers the ability to control students’ connected devices. Chromebooks and tablets are widely implemented in a variety of education settings as low-cost, high-productivity computing solutions.

Everyone wants government to operate more efficiently, and we have a variety of products that aim to accomplish that, from mobile printers and scanners to racks and cooling systems to keep data centers operating efficiently. Increased security is a built-in feature of many products designed for government functions, as well as rugged performance and ease of use.

We have a variety of products for the B2C market as well, from televisions and video cameras to all the latest mobile device accessories. We provide marketing and point-of-sale support, allowing you to sell end-to-end solutions, including the Apple ecosystem, that work together seamlessly for the home or the office.

To learn more, just visit the Systems and Peripherals page under “Solutions” on the Tech Data website or call 800-237-8931.

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Customers With Really Cool Hobbies

BY AUTHORITY STAFF

We scoured the field. Knocked every solution provider’s door— and found these fellow IT folks with some pretty awesome pastimes.

Just take a look at a few Tech Data customers we’ve featured in previous issues to see for yourself!

One might think that traditional pacific island dancers would feel out of place in the Midwest.

To the contrary, Juskey belongs to one of several hula dancing troupes in the Chicago area, where ScholarBuys is based.

IT Goes Hawaiian Who: Susan Juskey, sales exec at ScholarBuys Hobby: Hula dancer

So how does an IT professional who supplies academic institutions with computer hardware, software and peripherals become an independently contracted Polynesian dancer on the side? Well, in Susan’s case, it goes back to her grandmother—it’s a family tradition!

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Kelly used to have a barn full of horses.

Now the horses have moved on to greener pastures and the hayloft—outfitted with weights, pull-up bars and other workout equipment—is a place where he does everything but horse around.

The Toughest (and Muddiest) in the Biz Who: Barry Kelly, president at Kelser Hobby: Mud runs

Kelly and a dozen more Kelser employees conquered their first mud run course, following the inspiration of their fearless leader (Kelly), in June 2013. They managed to overcome every obstacle along the grueling 12-mile trek and had an absolute blast. Talk about teambuilding!

We’ve all had the dream—our name in lights—or on the front of an Amazon book cover. Andrew Carpenter is living that dream.

After-hours, Carpenter takes off his IT hat and writes epic tales of intrigue.

A Passion of Epic Proportions Who: Andrew Carpenter, business processes consultant at Eagle Datagistics Hobby: Writing novels

His first book, The Blood Born released November 2013, is far from a me-too tale.

The book took a little more than a year to write and another year to publish. He expects to complete the second installment in his trilogy series—The Blood Land—in half the time. There’s no certainty when you write a novel that anyone will read it, but Carpenter says the rewards and sense of accomplishment are priceless.

DON’T BE SHY—YOU OR SOMEONE YOU KNOW HAVE A COOL HOBBY? Then we want to feature YOU! Just email your ideas or hobby to the editor at authority@techdata.com, and you could be in Tech Data’s next issue!

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Leverage our 40 years of channel and marketing experience to maximize the entire supply chain.

Start experiencing end-to-end marketing from a seasoned agency that pushes solutions through the entire channel EVERY DAY.

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