Gartner Research

Market Trends: Channel Sales Strategies for Cloud IaaS Should Focus on Developer Ecosystems

Published: 14 December 2015

ID: G00280438

Analyst(s): Tiffani Bova, Lydia Leong


Technology and service providers cannot simply adapt their current channel strategies to accommodate new cloud IaaS solutions they are taking to market. They need a new channel approach centered on ISV and developer ecosystems, and partners with talent and expertise beyond resale.

Table Of Contents


Market Trend

  • The Market Is Not Commoditizing
    • Partners Must Specialize in a Few Cloud IaaS Providers
    • Cloud IaaS Providers Should Reconsider Working With Partners That Only Resell
    • Commodity Cloud Marketplaces Are of Limited Value in Isolation
  • Buyers Trend
    • Buyers Are Embracing a Bimodal Sourcing Approach to Cloud IaaS
    • Mode 1 Buyers Prefer Resale and Hybrid Partners
    • Mode 2 Buyers Value Born-in-the-Cloud Partners
    • Buyers Value the Software Ecosystem and Marketplace
    • Cloud IaaS Channel Strategies Should Be Application-Centric
    • Cloud IaaS Providers Must Educate and Certify Partners

Contrarian View

  • If Customers Avoid DevOps Automation, Lift-and-Shift Wins

Vendors to Watch

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