The VAR Advantage

The VAR Advantage

The market for ChromeID is massive — identity, safety, and security together represent hundreds of billions of dollars.

But it’s so big, and so diverse, that selling direct to every possible customer just doesn’t make sense.

Why VARs

• That’s why we go through VARs — value-added resellers.
• They already own their markets.
• They have the customer relationships, the vertical expertise, and the trust we’d have to spend years building.

The Kontakt Example

• Look at Kontakt, a competitor in the hospital space.
• They’ve built similar hardware — but by choosing a single vertical, hospitals, they’ve made their life infinitely more difficult.
• They’ve had to become experts in the hospital industry — regulations, compliance, procurement processes, hospital marketing.
• They’ve had to hire or contract specialized talent just to sell and support that market.
• And they’re not alone — dozens of other companies are fighting for the same hospital budgets.
• Worse, they’re dependent on one market’s health.
• When Medicaid funding was cut recently, the entire hospital market felt it — and so did every company tied exclusively to it.

Why We’re Different

• ChromeID avoids that trap by selling through VARs.
• Our VARs already know their markets — healthcare, logistics, government, education, defense.
• We don’t have to build market-specific expertise, and we don’t compete with our customers.
• This lets us cover many markets at once — and it insulates us from market-by-market risk.
• If one vertical slows down, others keep growing.

The Value Pyramid
Here’s how it works:

• We make the card — the secure, connected platform.
• They integrate it into their systems — adding value with software, services, and vertical expertise.
• The customer gets a complete solution from a vendor they already trust.

We make it. They build the system. They sell it. The end user gets the advantage of it all.

Conclusion

The VAR channel isn’t a compromise. It’s a force multiplier — broad reach, less risk, and no vertical lock-in. It accelerates adoption, protects us from market swings, and turns our partners into our growth engine.