No-Code App Vendor Betty Blocks Launches U.S. Channel Partner Program
…to competitors and has shown them how to work to define their customers’ needs so they can respond to them more directly, he said. “If we do an event, they team up with us. With Betty Blocks, it’s a true partnership.”
Jason Wong, an analyst with Gartner, said that Betty Blocks’ move to expand its business in the U.S. makes sense because it is the largest global market for citizen developers and no-code and low-code tools.
“As a smaller vendor they also need to leverage channel partners to penetrate a large market like this so it makes sense that they would use this approach to scale their growth, rather than just build direct sales efforts,” he said.
There are plenty of competitors here, said Wong, but there is also plenty of demand and growth opportunities in the U.S and around the world.
“We are just in the early phases of citizen development adoption and many organizations are hungry for the type of enablement and governance programs that Betty Blocks is promoting in their partner programs,” he said. “Their main competitors will come from incumbent large enterprise software providers that offer low-code development, like Microsoft, Salesforce and ServiceNow, but Gartner predicts that by 2024, 75% of large enterprises will be using at least four low-code development tools for both IT application development and citizen development initiatives.”
To be successful, Betty Blocks will need to differentiate their technology in terms of ease of use and range of capabilities as well as its licensing model, said Wong.
“Cost is the top concern for most companies adopting low-code development when the number of apps and end-users increase, or when the use case changes, such as building apps targeting external users versus internal employees,” he said. “Optimizing licensing is an ongoing effort for all these vendors and will become incredibly important when they sell through channel partners to make sure it aligns to their business models as well.”
The company will have to build an ecosystem of partners that drive more value back into the platform and the community of customers and partners to be successful, added Wong.
“Salesforce’s Trailhead and AppExchange are the exemplars of this, and many low-code vendors are trying to emulate this model,” he said. “Citizen development in particular is about ongoing training and learning for nonprofessional developers, while making it fun, accessible and helping them succeed in their careers — which are not in IT. Partner programs that help organizations teach their employees these skills, rather than just build the apps for them, will drive success for low-code vendors.”
The cloud-based Betty Blocks platform is available worldwide. The company also has offices in Belgium, the U.K. and South Africa.
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