Cloud could force shake-up of channel
June 1, 2012
CompTIA research shows that cloud computing is pressuring resellers to look again at channel programmes.
Cloud computing could force a transformation in channel programmes, a study by CompTIA has revealed.
The survey of 400 channel heads found that cloud, the consumerisation of IT and other trends would produce upheaval in the channel.
In its Second Annual State of IT Channel Programmes, the organisation said that 63 per cent of IT companies would shift from on-premise to cloud delivery models over the next 12 months. Cloud would exist alongside on-premise business for the channel, it suggested…
Other areas of business transformation that IT firms intend to focus on include moving to a managed services model (46 per cent); shifting from transaction-based product sales to recurring revenue models (39 per cent); and specialising in vertical industries or customer segments (16 per cent).
“With the industry changing and business transformation becoming a must, the channel is increasingly looking for help with how to sell and how to structure their business in new models,” said Carolyn April, director of technology analysis, CompTIA.
“Vendors are communicating more than ever. While the sheer volume and sources of communication can be overwhelming for channel partners, many firms want this information if it’s relevant to their business,” she said.
Social media tools are gaining momentum as a link between vendors and their channel partners. More than half have used social media for partner recruitment and to share information on sales and incentives.
The highest marks for specific partner program elements came for web and cloud-based technical training, business training in sales, marketing and other aspects of running a services-oriented company with a cloud focus.
April noted that while new training options and communications from vendors will be paramount in helping channel partners make the transition to new business models, such as those introduced by the cloud. These shifts must be balanced against current reality.
"Many vendors are looking at ways to identify practical partner segmentation and engagement strategies to pull off the balancing act of aligning new go-to-market strategies while maintaining short-term revenue productivity," she said.
April said that channel partners are in the "same boat", eyeing new business models and markets, such as cloud computing, while “continuing to nourish legacy revenue streams for survival."