The Evolving Channel: Sunny Skies Behind the Cloud – For Some
The IT security ecosystem is thriving, with mature and established vendors mixing it up with a dynamic group of innovative startups, many based in the cloud. It’s an exciting time. But how will the channel evolve as cloud and security get more top of mind and the product mix changes?
My take is that the value in the security ecosystem and supply chain is migrating toward higher-value services. The traditional agent model, the so-called “middleman,” will fade away like it did in many industries, from insurance to travel to retail.
Some prominent channel roles are poised to decline, while others will gain importance.