IT channel businesses are “cautiously optimistic” according to the latest research from CompTIA.
In the outfit’s ‘International State of the Channel 2021′ report, CompTIA surveyed 880 global IT channel professionals during the second quarter.
It found that 90 percent of executives believed the channel was relevant in the IT industry – but they were split when asked about how it’s doing. According to the report, 46 percent said it’s holding steady, while 44 percent said it is rapidly changing.
Carolyn April, CompTIA’s senior director for industry analysis said that this split view was probably to do with the expanding fabric of the channel, with new business models unleased by cloud computing, the ubiquity of consulting-only services and the emergence of non-traditional players as purveyors of technology products and services.
Asked about the steps they’re taking to maintain relevance, executives said consultative selling aligned with changing customer demographics and buying behaviours was a top priority. They are also looking to create a competitive differentiator, increase investments in marketing, as well as improve marketing efforts, the report found.
Those surveyed predicted positive revenue potential over the next two years from a variety of service offerings. Cyber security topped the list, cited by 69 percent of respondents, followed by cloud services (68 percent), data analytics (68 percent), digital marketing services (66 percent), and emerging technologies (66 percent).
CompTIA also found that standard offerings such as antivirus, firewall and data backup protection are standard for most channel companies (53 percent) delivering cybersecurity services. More than 36 percent said they are only just beginning to formulate a cybersecurity strategy and portfolio, are behind schedule or not involved at all.
In terms of vendor-partner relationships, although channel companies’ satisfaction with their vendors remains high, it’s not as high as in the past. The report revealed a net 79 percent said they were either satisfied or very satisfied with their vendors in the last two years.
