Over the past two years, I’ve been chronicling the evolution of the channel in the cloud in my monthly commentaries in this space. Although many industry pundits have predicted the disintermediation of the channel in the cloud computing marketplace, I continue to see signs of success but under a new set of rules. There is no question that traditional channel companies face serious challenges in the cloud market. The fundamental value proposition of the cloud, as well as its direct delivery model, run counter to channel companies’ traditional business model and positioning.
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Cloud Channel Strategies at a Crossroads
Posted by: Jeffrey M. Kaplan August 12, 2011 05:00 AMOver the past two years, I’ve been chronicling the evolution of the channel in the cloud in my monthly commentaries in this space. Although many industry pundits have predicted the disintermediation of the channel in the cloud computing marketplace, I continue to see signs of success but under a new set of rules. There is no question that traditional channel companies face serious challenges in the cloud market. The fundamental value proposition of the cloud, as well as its direct delivery model, run counter to channel companies’ traditional business model and positioning.