More than half of execs say channel is 'rapidly changing', report finds

CompTIA’s International State of the Channel 2021 report finds that UK channel companies are 'cautiously optimistic'

A new report into the UK IT channel has found that more than half of executives believe it is "rapidly changing".

CompTIA's International State of the Channel 2021 report discovered that 56 per cent believe change is accelerating at a rapid pace, compared to just 38 per cent who said it was "holding steady in its current form".

But more than nine in 10 said that the channel maintains its relevance in the IT industry, with CompTIA claiming respondents were "cautiously optimistic" about the growth opportunities ahead.

Increasing investments in marketing and improving the effectiveness of their marketing efforts were identified as a top priority among execs, but despite the feeling that customer spending would increase, they acknowledged that some customers may still be reluctant to buy.

That includes small businesses and industry sectors hit hardest by the pandemic

Digital marketing services, cybersecurity, cloud and emerging technologies were four key areas highlighted as opportunities for growth.

However, the report found that 47 per cent of UK companies paused their emerging tech efforts temporarily or indefinitely, or pulled the plug entirely, while only 25 per cent of companies stayed the course on what they were doing with emerging tech and just 22 per cent ramped up their work in areas such as the internet of things, 5G wireless networks, artificial intelligence and biometrics.

When it came to cybersecurity services offerings, a majority of UK channel companies said they are ahead of the game (14 per cent) or on target with their plans (49 per cent), but a significant number of firms (37 per cent) said they are only beginning to formulate a cybersecurity strategy and portfolio or are either behind schedule or are not involved in cybersecurity at all.

Satisfaction among channel business with their vendors remains generally high, with 80 per cent of UK respondents saying they were either satisfied or very satisfied with their vendors in the last two years.

Asked what they want from their vendor partners, the most sought-after skills are sales, marketing and operational training and services.