Community isn’t just a buzzword in today’s IT channel—it’s the foundation for transformation. As IT service providers (ITSPs), suppliers and partners all seek more than transactional relationships, distributors are redefining their role from product movers to ecosystem orchestrators, fostering collaboration, trust and shared success. By blending global scale with local expertise and delivering AI-driven platforms, multi-vendor solutions and strategic enablement, they’re proving that innovation and community go together in building future-ready businesses.
Tech Data, a TD SYNNEX Company, is proving that every day with customers, according to a panel of GTIA member judges from around the world, who selected the organisation for the GTIA ANZ Innovative Distributor Award for 2025.
We asked Robbie Upcroft, country general manager, ANZ, about Tech Data’s innovative initiatives, how they are resonating with partners and where the biggest opportunity lies for ITSPs. Here’s what he had to say.
What does the GTIA Innovative Distributor Award mean to you?
We’re incredibly proud to receive the Innovative Distributor Award at the Spotlight Awards. This global recognition, judged by experts from the United States, Europe and ASEAN, is a powerful endorsement of the work we’re doing to drive meaningful change across the channel.
The award recognises our bold and creative approach to partner engagement, and our ambition to go beyond traditional distribution. At Tech Data, our focus is on being a solutions aggregator and ecosystem orchestrator, enabling partners to grow smarter and faster through scalable solutions, advanced platforms and seamless access to high-value technologies.
Just as importantly, this recognition also reflects our commitment to being a value-added distributor for our vendors—helping them expand market share, accelerate adoption of high-growth technologies and extend their footprint across the channel. Innovation, for us, is about creating value on both sides of the ecosystem and ensuring everyone is positioned to succeed in a digital-first economy.
What’s the biggest opportunity in the channel right now?
The channel is evolving quickly, creating major opportunities in platforms, AI-driven automation and the rise of ITSPs. As organisations outsource critical operations, partners take on greater responsibility, especially in cybersecurity. This shift is driving demand for scalable and intelligent service models.
At the same time, industry cloud platforms and AI-powered solutions are transforming how technology is consumed. With more than 70% of ANZ enterprises expected to adopt industry cloud platforms by 2027, the need for automated, data-driven guidance and seamless marketplace experiences is growing rapidly.
This is where working with the right distributor becomes critical. The opportunity for partners is unlocked when they choose an ecosystem orchestrator rather than a traditional distributor—one that aggregates multi-vendor solutions, prepares them for what’s next and helps future-proof their business.
Distributors that provide the right platforms, tools and strategic insight will unlock long-term growth. Tech Data is ready to lead this transformation, helping partners build future-ready, service-led businesses that thrive in today’s digital-first economy.
What does “community” mean to you, and why is it important for companies like Tech Data?
Community is where transformation begins. It’s built on collaboration, trust and shared success, driving progress across the channel. For Tech Data, engaging with our community goes beyond participation; it means upholding integrity, compliance and ethical leadership. These values are critical as innovation accelerates and market pressures intensify.
As an IT ecosystem orchestrator, we connect partners, vendors and customers through platforms that foster innovation. We help businesses adapt and leverage emerging technologies and unlock new growth opportunities. This interconnected approach builds resilience and accelerates progress. Ultimately, community keeps businesses relevant, trusted and ready for what’s next because progress happens ‘together’, not in isolation.
What are you doing to stand out in a very competitive distribution landscape?
In today’s fast-paced technology landscape, partners seek strategic collaboration, deep expertise and a trusted ecosystem orchestrator that can aggregate solutions, reduce complexity and help them grow and lead. That’s exactly where Tech Data delivers. By working hand-in-hand with partners and vendors, we simplify complexity, accelerate go-to-market and deliver value across the ecosystem. We don’t just distribute technology. We empower partners to innovate, scale and lead with confidence.
TD SYNNEX also won the North America Innovative Distributor Award. What does that say about your global success?
Winning innovation awards across regions highlights TD SYNNEX’s global strength and consistency. For Tech Data, this recognition reflects a unified strategy focused on enablement, automation and partner success, delivered with precision worldwide.
This demonstrates our ability to scale proven solutions globally while adapting to local needs, creating value where it matters most. We make IT personal, and the trust from partners reinforces that we are a forward-thinking ally committed to helping them grow and lead.
See the full list of GTIA ANZ Spotlight Award winners.
Exclusive Australia and New Zealand Research! GTIA Members: Download the GTIA State of the Channel 2025 ANZ International Brief on the Member Portal.
