'Channel best placed to win cloud computing turf war'

One analyst has championed the channel cause by claiming it is tailor-made to dominate cloud computing in the future

As cloud computing continues its upward trajectory, a research analyst has explained how resellers are ideally equipped to take advantage of the resulting opportunities.

Rory Duncan, research director for managed services and hosting at 451 Research, told CRN that while some in the industry may downplay the importance of the channel, when it comes to cloud computing it is best placed to succeed.

"The best route for the future development of cloud services is by understanding that the channel is not just about sell-through - it is more about 'sell-with'," Duncan said.

"This is because clients want cloud across multiple devices, so the channel could become a 'cloud omni-channel' to provide all of this."

Duncan said the channel has pedigree in its longevity, as it has been around for a longer period than the technology it provides.

"Working with specialist services providers is the strength of the channel, so the channel is in the ideal position to do this in the virtual world too," he said.

Explaining how a reseller could take advantage of this cloud computing opportunity, Duncan advised: "Do not do everything; instead do a couple of things really well and provide differentiation."

He also suggested that resellers try out their cloud computing offerings to a couple of clients first to get some trial sales recorded.

"Finally, resellers should look to partner with specialist service providers. Get these aspects right and resellers will flourish in cloud computing," Duncan added.

451 Research also claims its findings show that "everything-as-a-service" is the next big cloud opportunity, while there is a boom in demand for managed services and managed hosting as enterprises reduce the complexity of their IT infrastructure and focus on digital transformation.