Founded in 2016, ebb3 is an award- winning digital transformation MSP and accelerated computing specialist with expertise in AI and high performance digital workspaces. It designs, builds and manages secure, enterprise-grade AI, virtual reality and virtual desktop infrastructure (VDI) platforms for organisations with data-heavy workloads in the automotive, AEC, healthcare, manufacturing, government, education, media & entertainment and financial services sectors. It has VMware Master Services Competency for Digital Workspace and last month achieved
ISO 27001:2022 certification for its information security management systems. In 2022, following a year of strong growth and to support future expansion, ebb3 moved to new premises in Glasshouse at Alderley Park in Cheshire. Here, CEO and co-founder Chris Brassington gives his view from the channel.
Technology Reseller (TR): How’s business? Better or worse than 12 months ago? And how confident are you about the future?
Chris Brassington (CB): Definitely better. Our strategic focus on accelerated computing, coupled with close collaboration with key partners such as Nvidia, VMware and Dell, has positioned us at the forefront of technology waves, particularly in facilitating hybrid working environments and harnessing AI to boost workforce productivity.
The demand for our services has been exceptionally positive, reflecting the growing recognition of the value we bring to our customers. We’re all about understanding their needs and tailoring solutions to fit them. It’s this customer- centric approach that keeps them coming back and referring us to others. As a result, our outlook for the future is extremely optimistic.
We’re excited about the opportunities that lie ahead and are confident in our ability to continue driving growth and innovation. We’re actively planning to expand our team and welcome new talent to ebb3 in 2024, further strengthening our capabilities and reinforcing our commitment to delivering exceptional results for our clients.
TR: In what areas are you experiencing strongest demand?
CB: The strongest demand is for enabling, particularly around Artificial Intelligence. AI has become something of a buzzword in the business world, yet many organisations are still trying to grasp how it can truly benefit their operations.
That’s where ebb3 comes in. Our expertise in AI enables us to create tailored Private AI solutions that align with the specific needs and objectives of our customers. By helping companies navigate the complexities of AI adoption and showcasing tangible use cases that deliver real value, we’re capitalising on this demand and positioning ourselves as trusted partners in their digital transformation journeys.
We were early players in the AI game. Our partnerships with Nvidia and Dell have been instrumental in our AI success, and being crowned AI Champions by Dell and Nvidia in both 2020 and 2021 really helped solidify our expertise in the AI space. By collaborating closely with these industry leaders, we’ve gained access to state-of-the-art hardware, software and expertise that has enabled us to stay at the forefront of AI innovation and maintain our competitive edge.
TR: What recent wins are you most proud of?
CB: I am proud of our ongoing relationship with Aston Martin Lagonda. We designed (and now support) their GPU-accelerated VDI environment which includes access to vital computer-aided design tools and applications.
Most recently, we worked with Aston Martin Lagonda to build a scalable high- performance computing (HPC) platform that connects to their VDI environment. Bringing compute acceleration to the data centre widens the reach of virtualisation to every user and creates a great user experience that rivals physical PCs.
Separately, we recently attained 27001:2022 certification, having retained ISO 2001:2013 since our first year of operations. This is a significant milestone for ebb3. By achieving ISO 27001:2022 certification, we demonstrate our commitment to continuous improvement and compliance with best practices in information security management. This instils confidence in our customers and partners that we take data security seriously and are proactive in addressing emerging threats and vulnerabilities.
The ISO 27001:2022 certification enhances our credibility and competitiveness in the market.
TR: Where is business proving most difficult?
CB: Navigating the ever-changing vendor landscape can be a difficult job. Managing relationships with multiple vendors and staying ahead of their evolving strategies and priorities is particularly challenging. ebb3 is not your typical reseller; we pride ourselves on our consultative approach, meaning it is crucial for us to maintain strong partnerships and open lines of communication with our vendors to ensure alignment and facilitate smooth collaboration.
The recent acquisition of VMware by Broadcom has introduced new variables that we must navigate effectively to ensure minimal disruption to our operations and client relationships. This includes potential changes in product offerings and pricing models, among other factors.
Despite these challenges, we remain committed to delivering value to our customers and finding innovative solutions to overcome obstacles. By staying proactive and focused on our customers’ needs, I’m confident that we can continue to navigate these challenges
TR: How have you changed/are you changing business operations to exploit new opportunities?
CB: We’ve been actively evolving our business so that we are ready to take on any new opportunities that come our way. One major area of focus is training. I believe that actively investing in our team is the key to staying ahead. By ensuring they are equipped with the latest skills and knowledge, we are able to differentiate ourselves from competitors and attract clients who value expertise and reliability.
It is essential to showcase our specialised knowledge through industry accreditations. We recently gained a VMware Master Service Competency in Digital Workspace, and we are particularly proud of this achievement as it highlights ebb3 as industry leaders. This not only instils confidence in our customers but also sets us apart from the competition.
By continuously investing in team training and pursuing industry accreditations, we ensure that we are well-equipped to deliver exceptional value to our clients, helping them achieve their goals and driving mutual success.
TR: What do you see as the biggest challenges facing channel businesses today?
CB: I’d say one of the most significant challenges is the struggle to add substantial value in an increasingly competitive landscape. With so many players fighting for attention, it’s crucial for channel businesses to differentiate themselves and provide unique value propositions to their clients.
It is crucial that we stay relevant amidst rapidly evolving technologies and market trends. Keeping up with the latest advancements and ensuring that our offerings remain cutting-edge requires constant vigilance and adaptability.
TR: Could vendors and distributors do more to help you overcome these challenges? And if so, what?
CB: Our partner vendors play a crucial role in the success of
our company. If they could tailor their offerings to better support specialisation, it would be a game-changer for us. Providing more targeted training, custom solutions, or even just being more attentive to our specific requirements would definitely help us overcome challenges more effectively. It’s all about collaboration and understanding each other’s needs to drive mutual success.
TR: Are customers becoming more demanding, and if so, in what ways?
CB: I don’t believe that customers are becoming more demanding; they are just getting better at articulating their requirements and preferences. This shift towards clearer communication is actually a positive development from my perspective. It enables us to gain deeper insights into our customers’ needs and pain points, ultimately empowering us to provide more tailored solutions and services.
By being more open about where they need assistance, our customers are facilitating a more collaborative relationship, allowing us to better align our offerings with their specific needs and expectations. This improved level of communication is fostering a more open partnership between us and our customers, ultimately leading to more mutually beneficial outcomes.
TR: If you could change one aspect of your job, what would it be and why?
CB: I love my job as CEO of ebb3. It is a pleasure to lead a talented team of individuals who are passionate about driving innovation and delivering exceptional results.
If there’s one thing I’d like to change, it would be to have more opportunities for in-person networking. Establishing and maintaining relationships with partners, customers and vendors is crucial to my role as CEO, and face-to-face interaction is the best way to build these connections.
In the future, I hope to participate in more exciting events where I can engage with fellow industry leaders and showcase the potential of ebb3’s services.
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