Trends Report

The Shape-Shifting Tech Industry Channel Ecosystem

Hybrid Partners Are The New Norm

July 24th, 2013
TH
Tim Harmon
With contributors:
Peter O'Neill , Tyler Otte

Summary

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!). The result? Channel partners are changing their business model stripes — in myriad directions, and oftentimes as ungrounded "experiments." Successful channel partners will be those that operate under a hybrid business model umbrella, combining on-premises and cloud delivery, and IT and business value. Channel professionals that serve the new breed of hybrid partners will be able to marshal their markets even more strongly.

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