Gartner Research

Market Insight: The Top 12 Benefits of Being a 'Smaller' Provider and How to Use Them

Published: 12 September 2016

ID: G00314759

Analyst(s): Rob Addy


A lack of scale need not be a commercial handicap. It can be a strength. Emerging providers often have many advantages over larger more established players. Marketers must use those strengths to differentiate themselves and demonstrate why they deserve to prevail over their larger rivals.

Table Of Contents


  • The 12 Big Benefits of Being Small
    • Agility
    • Commercial Flexibility
    • Ability to Offer Multiple Pricing Models
    • Commercial Relativity
    • Input Into Product Futures/Roadmap
    • Lower Overheads
    • Contained Scope Contentment
    • It's Not Just Business — It's Personal
    • Resolute Business Focus
    • Responsiveness to Issues
    • Higher Average IQ per Employee
    • Less Likely to Cause the Procurement Beast to Awaken

Background and Context

The Impact


Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.