How should channel partners start rebranding themselves to capitalize on this transition?

HECKART: There's a huge opportunity for some of these channel partners … They have to be the trusted advisor with all this change.

As a service provider, I have opportunities in [many areas] but I have to get my brand positioned correctly. That starts with (when) I have to say, 'What's the opportunity?' So I have to understand what's going on in the industry and understand my company's competency's and say, 'Where can I get new value-add to our customers in new ways and take advantage of this shift.'

The great thing about being in transitions is it creates new opportunity or it creates risk. You got to make a bet and decide which side you're going to be on.