01732 759725 DISTRIBUTOR NEWS 04 AMD and Hammer promote CPU‑first infrastructure strategy With grid connection queues identified as the biggest blocker to UK AI expansion, Hammer Distribution and AMD are working together to prove that the secret to unlocking AI isn’t more power, but better management of the power already available. To that end, the two partners are spotlighting the CPU as the component most responsible for whether an AI stack behaves like a high-throughput pipeline or an expensive queueing system, pointing out that in a market defined by hard power envelopes, inefficiency is no longer a technical nuisance, but a project-killer. Adam Blackwell, Director of AI, Server and Advanced Technology at Hammer Distribution, said: “The next phase of AI isn’t constrained by model ambition so much as power availability and system efficiency. By optimising the CPU’s role in the AI pipeline, from data ingest to inference, we are enabling our partners to deliver viable AI solutions that fit within today’s strict European energy reporting and power constraints.” As part of their ‘CPU-first’ strategy, Hammer and AMD argue that for many enterprise workloads, such as document workflows, search augmentation (RAG) and summarisation, AMD EPYC processors offer a more sustainable path to deployment. They also suggest that CPU-first inference is viable for models up to 20B parameters, allowing organisations to reduce unnecessary accelerators, saving their use for massive training tasks; reduce their power footprint and operate latency-tolerant workloads at a lower TCO; and avoid connection delays by deploying AI on existing infrastructure without waiting for massive grid upgrades. www.hammerdistribution.com … Westcon Comstor offers accelerated growth through Microsoft REO Westcon-Comstor is extending its cloud marketplace capabilities, following the launch of its AWS Marketplace programme in 2024, by joining the Microsoft Marketplace Resale Enabled Offers (REO) programme. This enables software vendors to authorise channel partners to create and manage private offers on their behalf via Microsoft Marketplace, with Microsoft handling customer billing and payment collection. Omdia has forecast cloud marketplace software sales to grow from $30bn in 2024 to $163bn in 2030, with partners generating the majority of that spend as early as next year. For every $1 sold via Microsoft Marketplace Omdia says partners can look forward to up to $6.26 in services revenue. Westcon-Comstor is building on Microsoft Marketplace’s reach with a suite of value-added services, including partner enablement, incremental revenue tools and support across renewals and the full customer lifecycle, that will enable partners to onboard, transact and scale more effectively within Microsoft Marketplace. Peter Woest, Cloud Marketplace Partnership Director at Westcon Comstor, said: “Hyperscaler marketplaces are redefining how enterprise software is bought and sold, but success for channel partners and vendors depends on turning activity into repeatable business. By wrapping Microsoft Marketplace with our value-added services and technical marketplace expertise, we’re making simplicity and scale a reality and allowing partners to quickly establish, build and grow their Microsoft Marketplace business.” Westcon-Comstor is already bringing partners into Microsoft Marketplace opportunities involving Palo Alto Networks and Infoblox and is discussing future Microsoft REO collaboration opportunities with several other vendors. www.westconcomstor.com Cato Networks, provider of an AI-native SASE platform, has become the latest vendor to join Westcon-Comstor’s AWS Marketplace programme which allows partners to buy products from Westcon-Comstor through private listings and then sell them directly to customers in a frictionless process entirely within AWS Marketplace. Since it was launched in 2024, this programme has resulted in more than 100 deals collectively worth tens of millions of dollars. Daniel Hurel, Senior Vice President, Westcon EMEA Go-To-Market at WestconComstor, said: “Partners want faster routes to revenue and buying models that match how customers fund cloud programmes. Enabling Cato procurement through AWS Marketplace helps partners shorten sales cycles and align with committed cloud spend while scaling adoption of a channel-friendly SASE platform that meets real customer demand.” www.westconcomstor.com … Renaissance to deliver cyber confidence with CyberSmart Renaissance, the Irish distributor and organiser of Cyber Expo & Conference Ireland, has formed a strategic partnership with CyberSmart, a UK-based provider of cybersecurity solutions for small and medium-sized enterprises (SMEs) spanning realtime threat detection, vulnerability management, compliance assurance and cybersecurity awareness training. Fully compatible with existing systems, CyberSmart’s platform provides 24/7 visibility across desktop and mobile environments, automated patching and audit-ready compliance aligned with standards such as Cyber Essentials Plus, ISO 27001 and NIS2. Renaissance will offer CyberSmart’s solutions to business customers and MSPs/MSSPs, helping the latter to provide scalable monitoring, training and cyber insurance services to their customers. Navigating the AI Power Crisis The Challenge The ‘CPU-First’ Strategy The Business Impact Grid Lock (The Queue) Optimising the CPU reduces the total ‘power ask’ for new projects. Faster Approval: Shovel-ready, efficient designs move to the front of the queue. Efficient Accelerator Use High-performance CPUs keep GPUs ‘fed’ with data 100% of the time. Higher ROI: No more paying for expensive GPUs to sit around waiting for data. Enterprise Workloads Moving 10B–20B parameter models (search, summaries) to the CPU. Cost Control: Reduces the number of powerhungry GPUs. Regulation (EC EED) Meeting strict new EU/UK reporting on ‘work per watt’. Future-Proofing: Ensures hardware remains compliant with green energy laws. Dropbox and ALSO extend partnership to UK Dropbox and ALSO have extended their partnership in DACH and the Nordics to six new European countries, including the UK, giving local partners access to the full Dropbox portfolio through the ALSO Cloud Marketplace. This includes storage and collaboration (Dropbox), added workflow tools (Replay and Sign) and AI-powered search (Dropbox Dash), supported by local billing, support and enablement. ALSO and Dropbox say partners can also look forward to attractive margins and performance-based incentives; tailored onboarding programs; multilingual sales, marketing and technical enablement and support; market development fund-backed go-to-market support to drive pipeline and deal velocity; and active partner community programs to foster engagement and growth. http://dropbox.com https://also.com (l-r): Drew Houston, Dropbox CEO; Artjoms Krumins, Group Lead CoC Software & Cybersecurity at ALSO; Eric Webster, Chief Business Officer Dropbox; and David Keogh, Global Head of Channel Dropbox Peter Woest
RkJQdWJsaXNoZXIy NDUxNDM=