EDITOR ’ S

Once partners have identified technology areas of focus , they must then decide on the best way to deliver the offerings to customers for maximum impact , and bottom line . Just as box moving has been all but phased out , today , even higher value integration is now becoming infeasible as a long-term business model .

A transformative shift is underway , placing channel partners under pressure

to now evolve into strategic MSPs . This model reduces tool sprawl for customers , enabling them to outsource deployment , management , and optimisation responsibilities to trusted partners . In turn , MSPs must elevate their expertise in service delivery , customer support , and solution-oriented sales .

As an MSP , partners will have an opportunity to become the consulting arms for clients , offering end-to-end solutions that enable customer teams to focus on value creation . This approach requires breaking down silos , collaborating across IT teams , and building long-term relationships rooted in trust and innovation . By doing so , channel players can deliver tailored solutions that align with their client ’ s objectives while positioning the organisation as an indispensable partner .

AI is reshaping the channel ecosystem , but enablement remains a critical challenge , particularly for MSPs managing sprawling toolsets across multiple vendors and solutions . While empowering customers to implement impactful use cases should be the north star , at present , a greater and easier route to realise opportunity lies in using AI to streamline integration between solutions in the partners ’ own environment to enhance the organisation ’ s operational efficiencies .

A transformative shift is underway , placing channel partners under pressure to now evolve into strategic MSPs .

For instance , leveraging AI-driven tools that consolidate data from disparate systems into a unified dashboard can empower channel partners to optimise resource allocation and improve decision-making .

Partners that develop generative AI models tailored to their operations can simplify tool usage through natural language

queries , reducing the learning curve for employees and driving faster results . This capability will not only enhance service delivery but also create new revenue opportunities , reinforcing the channel ’ s role as a strategic technology enabler .

The evolution of licensing models is another critical consideration . The traditional model of selling solutions outright has given way to annual , quarterly , and even monthly billing cycles . Now , under pressure from end customers , the industry is moving towards per-user licensing , even at the infrastructure level .

For channel partners , this evolution necessitates new profit-and-loss models that accommodate user-based billing . Observability tools will be essential in enabling granular insights into per-user utilisation , ensuring accurate billing and optimised resource allocation .

To succeed , channel partners must align with vendors offering flexible as-a-service models and innovative licensing structures , keeping pace with customer preferences for scalability and cost transparency .

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