Vendors: Read On To Understand Your Partners' Issues With Cloud

 

Peter O'Neill here with some observations about cloud computing and channel partners. While cloud computing has been a boon for the tech industry in general, for channel partners the story is different. Channel partners have to deal with shrinking product margins, skills shortages, and new competitor types (including tech vendors themselves!). 

And the funny thing is: many vendors still haven’t internalized what predicament their partners are in. How else can you explain Microsoft executives berating their partners that “only 2% of you are in the cloud business” at their recent Worldwide Partner Conference – and then adding insult to injury by suggesting calmly that the partners could host future customer visits in Microsoft Stores, where they can see those MS cloud products (I count the Surface tablet in that list) they cannot even sell!

Forrester Principal Analyst Tim Harmon and myself are discussing these issues almost every day with technology vendors; in fact with B2B vendors in general, because cloud computing is affecting every sector now (including insurance, health care, etc.). Channel partners are changing their business model stripes — in myriad directions, and oftentimes as ungrounded "experiments."

In our new Forrester report, “The Shape-Shifting Tech Industry Channel Ecosystem”, we write about how the successful channel partners of the future will be those that operate under a hybrid business model umbrella, combining on-premises and cloud delivery, and IT and business value.

We take readers through the alphabet soup of DMR, VAR, SI, MSP, CISP, HSP, and ISV; and explain what these categories mean in a cloudy industry. We also discuss the important role of business consultants, app developers, cloud aggregators and telcos. Channel professionals that understand and serve this new breed of hybrid partners well will be able to marshal their markets even more strongly.

As always, drop me a line or comment for more information.

Always keeping you informed! Peter

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