For years, the reseller channel has revolved around hardware—reliable scanners, mobile computers, and POS systems that power day-to-day operations. But today, software is what brings those devices to life. It’s what turns a product into a full solution that solves real-world challenges.

That shift inspired BlueStar’s TEConnect ISV Program, a channel initiative designed to help resellers find the right Independent Software Vendor (ISV) partners, collaborate more effectively, and strengthen their offering across the EMEA region.

“ISVs are no longer just complementary players; they’re central to the value proposition of the reseller channel.”
— Emma Witty, BlueStar EMEA

From Complementary to Central

According to Emma Witty, BlueStar EMEA’s Vendor Service Operations Manager, ISVs have become the true drivers of innovation in the channel. “They help transform hardware into industry-specific solutions that deliver real outcomes,” she says.

Richard Austin, Business Development Manager for BlueStar UK, adds that this evolution is what led to the program's creation. “We’ve always recognized how vital ISVs are to our resellers,” he explains. “The ISV program gives that partnership a home and a framework. It helps resellers easily identify the right ISVs and start working together.”

Making the Right Connections

At its core, it's about connection. The ISV portal allows resellers to explore a growing list of vetted ISVs and filter results by vertical market, solution area, or supported languages. Each listing represents a partner that BlueStar has reviewed for their channel expertise and collaboration readiness.

But it's more than just a matchmaking platform. It’s a structured program built around three core pillars that ensure every ISV partner aligns with the needs of the channel:

The program is supported by BlueStar’s local Business Development Managers and sales teams across EMEA. “Our teams know their local markets and can make introductions that matter,” Richard says. “They’re the human link that turns an online portal into real partnerships.”

Beyond the portal, the program creates opportunities for resellers and ISVs to meet through live events, Innovative Solutions Shows (ISS), webinars, podcasts, and other activities. Each touchpoint helps resellers see what’s possible when hardware and software come together.

From Introduction to Impact

Real success happens when those introductions turn into lasting partnerships. One reseller, for example, connected with an ISV through the program to extend its payment solution offering. That single introduction saved months of development time and opened the door for new hardware opportunities through BlueStar.

“The program provided the framework for the introduction,” says Richard. “It gave both sides the confidence to collaborate and move faster.”

For Emma, these kinds of results show why the program matters. “When resellers and ISVs work together, it strengthens the entire channel,” she says. “Everyone benefits—BlueStar, our vendors, and most importantly, the end customers who get better solutions.”

Where the Growth Is

Both Emma and Richard agree that the next wave of opportunity lies in software-driven innovation. “We’re seeing rapid change in several key verticals—retail, healthcare, transport and logistics, and hospitality,” says Richard. “These sectors are moving quickly toward digital transformation, and ISVs play a huge role in helping resellers keep pace.”

Beyond these core areas, BlueStar is also seeing growing interest in warehouse automation, digital signage, and self-service technologies, where software integration is becoming increasingly essential. “ISVs who specialize in these fields bring tremendous value to our partners,” Richard adds. “They help create the kinds of seamless, data-driven solutions that customers are now expecting.”

Emma notes that subscription and SaaS models are also shaping the next chapter of the reseller channel. “It’s no longer about one-time transactions,” she says. “It’s about creating long-term customer relationships built on ongoing value. ISVs that offer flexible licensing and recurring revenue models are setting the pace for what’s next.”

A Program Built on Partnership

For BlueStar, this isn’t just another portal—it’s a community built on collaboration. The EMEA team continues to grow the program by adding new ISVs, refining matchmaking tools, and hosting regional events that bring people together.

“The resellers who see the best results are the ones who engage with us,” Richard says. “They reach out, attend events, and connect with the ISVs that fit their business. The program works best as a true partnership.”

In a fast-moving market, it gives resellers a way to stay competitive, diversify their offerings, and deliver end-to-end solutions with confidence.

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