India, Oct. 12 -- Software distribution is facing a different challenge from traditional IT hardware distribution. As more software companies sell directly to customers through online subscriptions, resellers must find new ways to justify their role. For enterprises, however, buying software is not always as simple as entering card details on a website. Billing, payment limits, local support and procurement processes can all become hurdles.

Alok Gupta, CEO, Softmart Solutions, sees an opportunity in this gap. The company works with software vendors and local resellers to help Indian customers procure software, including products from cloud-first companies that may not have a conventional channel programme.

Gupta's account highlights two...