The drivers that created project and service revenue for VARs and MSPs over the past couple of years haven’t changed, but the adoption rate of the technology solutions they provide is accelerating. Advances in the tools and processes used to implement them, as well as end user awareness from numerous marketing campaigns, continue to build demand and revenue for solution providers. As direct sales organizations tout the benefits of these emerging technologies (including cloud and mobility), those positive trends are expected to escalate.
1. Cloud
For those who are tired of the “hype” around the cloud, be prepared for a lot more press coverage and channel discussions in 2012. As the benefits of this application delivery system become more recognized by small businesses, the demand continues to skyrocket. IDC cloud research forecasts that worldwide revenue from public IT cloud services will reach $55.5 billion in 2014, which represents an annual growth rate of 27.4 percent (from $16 billion in 2009). Small business, in particular, will continue to put more pressure on solution providers to implement and manage these applications. The channel opportunity is there for those who are willing, and those VARs and MSPs who don’t acquire the expertise to offer these services in 2012 may find their clients looking to the competition for support.
2. Mobility
The channel trend that started with laptop technologies continues to grow with a plethora of smartphone and tablet platforms. Business clients want the ability to access a variety of their systems using these mobile devices, and solution providers who offer mobility management and security services are experiencing exponential growth. According to the Gartner Research, the IT channel opportunity includes several key areas of support:
- Software distribution — deploying, installing, updating, deleting or blocking
- Policy management — development, control and operation of mobile policies
- Inventory management — provisioning and support
- Security management — enforcement of standard device security, authentication and encryption
- Service management — evaluation of telecom providers and services
3. Managed Services
Just because it’s become common terminology in the IT channel, the managed services growth opportunity remains strong. Remote monitoring and management is only one facet of the technology delivery system, with a host of more advanced solutions that providers can offer their clients. The opportunity for most MSPs is in building out their service portfolio in 2012. Business clients can also benefit from a number of other services, including managed backup and storage, server and virtual environment administration, email management and more comprehensive monitoring solutions.
4. IT Security
This technology area could actually be considered the number one opportunity for solution providers and, in all likelihood, will continue to remain a strong focus for many years to come. IT security underlies every system and business application, ensuring every link to a network is safe and secure. Its value in cloud and mobility services is immeasurable, though many businesses may not realize how truly important it is. Solution providers must continue to strengthen their security skills and emphasize those capabilities to prospects and customers. One sure way to accomplish those objectives for 2012 is to enroll and complete the CompTIA Security Trustmark program.
5. Managed Print Services
Just a few years ago, when print services were mentioned in a conversation with solution providers, common responses were “we don’t bother with printers” or “that’s a dealer issue.” A lot has changed since then, as many printer dealers started to add IT services to their portfolio and manufacturers created new programs to recruit IT channel partners. The two worlds converged, creating new competitors who may already have relationships with solution providers’ clients. When dealers started offering the same services as VARs and MSPs and the manufacturers created innovative programs for the channel, the attitude towards print rapidly changed. With a number of flexible options and a CompTIA community to provide support and best practices, managed print services is an opportunity virtually any solution provider can offer.
These are not the only areas of opportunity for the IT channel, but they do represent the major growth trends that VARs and MSPs need to pay attention to. Each supports a true business need, so clients will have to look to someone else for these solutions if not offered by their current provider. Even if these opportunities don’t seem like a fit for your company, consider collaborating with a channel partner who can fill this part of your service portfolio—and satisfy your clients’ aspirations.
Brian Sherman is founder of Tech Success Communications, specializing in editorial content and consulting for the IT channel. His previous roles include chief editor at Business Solutions magazine and industry alliances director with Autotask. Contact Brian at Bsherman@techsuccesscommunications.com.
