Microsoft: Partners shouldn't be threatened by Azure going direct
Taking Azure direct is part of vendor's 'broader story' claims partner strategist
Microsoft's decision to take Azure direct was an effort to make it a more "equitable" playing field for partners, according to James Marshall, partner technology strategist at the company.
Earlier this year, the tech giant announced the Microsoft Customer Agreement (MCA), which it said would become "the primary way for small and midsize customers to buy Azure services".
It came into effect in March, replacing the current agreements. It also stated that Microsoft representatives will be the "primary contact" for customers.
Partner reaction to the news at the time was mixed, with one calling it a "sneaky" move by the tech giant.
Speaking with CRN, Marshall sought to quell any remaining concerns that partners may have, noting that it gives partners more access to opportunities.
"The intent in changing things is to make it equitable for partners in any scenario," he explained.
"So we don't end up with the situation where a partner might want to work with an enterprise customer who has an Enterprise Agreement (EA), but they feel like because they are a Cloud Solution Provider (CSP) they might be locked out of that value.
"The Microsoft modern commerce initiative is about ensuring that partners have a more level, fair field of access to opportunity through their customers.
"There's a lot to the commerce plan, the transition of Azure and certain cloud enrolments being direct is one part of that, but it's part of a broader story."
Marshall emphasised the organisation's long-standing history with the channel, noting that it has always been partner-led and that he does not foresee that changing anytime soon.
"I would point partners back to our heritage; we've been a partner-led business from day one - that's how we've gone to market," he stated.
"Clearly, there are some opportunities in simplifying the way we transact with our customers. One of the pieces of feedback we hear often is about how sometimes partners need a bit more clarity around how they add value, what's the right way for them to touch themselves into an opportunity and get recognised for that.
"This change is not big - much is made of it, but when you understand it, it's much easier now for partners to be recognised for the value they add. It is absolutely not a threat to partners; It's a continuation of the strategy we've always had which is partner-led."