The Power of Channel-Only TPM: Why Working with the Right Partner Makes All the Difference

In the world of IT infrastructure, end users are demanding more: lower costs, longer hardware lifespans, better service, and faster response. At the same time, resellers and VARs are under pressure to provide broader, more flexible support – without sacrificing margins or control of their customer relationships.

This is where Third-Party Maintenance (TPM) has become a critical part of the conversation. But not all TPM providers are created equal – and how they go to market matters just as much as what they offer.

Channel Conflict: The Unspoken Challenge in the TPM Sector

Many TPM providers talk about “partnering with the channel”, but behind the scenes, they also operate direct-to-end-user models. This creates a difficult dynamic for resellers: how do you build a long-term services business when your maintenance supplier could be competing with you for the same customer?

This conflict undermines trust, puts deals at risk, and weakens the reseller’s position as a trusted advisor. Even worse, it blurs the lines on accountability, with end users unsure who’s really delivering the service – and who they should turn to if something goes wrong.

Why Channel-Only TPM is a Smarter Strategy

A growing number of resellers are rethinking how they approach third-party maintenance – not just looking at price or service coverage, but at the delivery model itself. And for good reason.

A channel-only TPM provider works exclusively through the channel. They don’t market directly to end customers, they don’t undercut on pricing, and they don’t present a risk to your client relationships. Instead, they operate as a true extension of your business – enhancing your service portfolio while staying firmly in the background.

This approach allows VARs and resellers to confidently offer TPM on data centre environments – including servers, storage and networking – without worrying about losing control of the customer.

The Benefits for Resellers and VARs

Working with a channel-only TPM model offers a range of advantages that go beyond service levels and pricing:

✅ Trust and Alignment

With no risk of being undercut, you can engage customers knowing your support partner is fully aligned with your goals – and won’t try to win the business for themselves.

✅ New Revenue Streams

By adding TPM to your service stack, you open up new recurring revenue opportunities – often with better margins than OEM support contracts.

✅ Control Over the Customer Relationship

You remain the primary point of contact. Whether support is white-labelled or jointly delivered, the service reflects positively on you – not on a competing brand.

✅ End-to-End Flexibility

From legacy tape libraries to modern flash storage and high-performance compute, channel-only TPM providers offer the breadth and scalability needed to support real-world environments.

Serving the Modern Data Centre

Today’s data centres are rarely standardised. Mixed-vendor estates, extended hardware lifecycles, and budget-conscious IT strategies are the norm. OEM support models don’t always suit – particularly when hardware is approaching (or well past) end-of-service.

TPM has stepped in to fill the gap, offering more affordable and flexible options for supporting:

• Servers (across all major OEMs)
• Enterprise Storage (SAN, NAS, DAS, legacy and modern platforms)
• Networking Equipment (switches, routers, firewalls and more)

With the right TPM partner, resellers can deliver seamless, SLA-driven support across this full landscape – under one contract, with one point of contact, and often at a fraction of OEM cost.

Why the Delivery Model Matters More Than Ever

The key differentiator in today’s TPM market isn’t just price or coverage. It’s channel integrity.

For resellers, the ability to offer services confidently – without risking your client base – is non-negotiable. That’s why more and more partners are turning to providers who operate with a pure channel-only model.

It’s a model that removes doubt, avoids direct competition, and enables long-term, strategic service relationships that benefit everyone – the partner, the end user, and the support provider.

What to Look For in a Channel-Only TPM Partner

• Exclusivity to the channel – no direct sales or marketing to end users
• Flexible support SLAs – tailored to your client’s needs, not one-size-fits-all
• Multi-vendor, multi-technology expertise – from legacy platforms to the latest kit
• UK-based logistics and engineering – for fast response and reliable outcomes
• White-label or co-branded delivery options – so you stay front and centre

In Summary

As TPM continues to grow in relevance across the IT channel, resellers and VARs need more than just a maintenance provider – they need a partner who understands the importance of protecting customer relationships and enabling business growth.

A channel-only TPM model is the clearest way to ensure that support services strengthen your business, not complicate it. It’s a smarter, safer, and more strategic way to meet customer needs while maintaining full control of the commercial relationship.

If your business is ready to embrace TPM – or rethink how it’s delivered – make sure your provider is one who’s with you, not against you.

To discover how Ultra Support can meet your Channel-Only Data Centre TPM needs, click here to get in touch with us.