Channel partners urged to enhance cloud capabilities

New research from Westcon-Comstor shows a need for channel partners to develop cloud capabilities amidst strong customer demand, though many feel unprepared.

Westcon-Comstor conducted a survey as part of its "Mastering the Maze" report involving nearly 900 partners from eight countries. Findings reveal that 85% of the respondents across Australia, France, Germany, Indonesia, New Zealand, Singapore, South Africa, and the UK see enhancing cloud practice as a priority.

A significant issue identified is the lack of technical skills needed to meet customer demand, with 43% of respondents citing skills shortages as a challenge. Despite this, 57% are confident in their existing capabilities to meet the specialised cloud skills demand from customers, with 69% of partners reporting their customers are indeed looking for these specialised services.

The concern over cloud technical skills is most acute in New Zealand, where 49% of partners highlighted it as a challenge, while partners in France appeared most assured in their technical capabilities.

Cloud provider programmes represent another major barrier, with 58% pointing to challenges in using these effectively for cloud cost optimisation. Additionally, 56% of respondents faced difficulties in understanding complex cloud pricing models, complicating efforts to offer customers clear cost predictions.

Other hurdles include fulfilling customer cloud security needs and intense market competition, with 40% of partners noting pressure to deliver solutions that are better and faster than those of rivals.

The report also highlights that about 50% of customers are opting for hybrid cloud solutions, while 27% are considering full migration, reflecting a cautious approach to cloud migrations. Meanwhile, 25% of partners identify themselves as "born in the cloud," and another 23% are transitioning from on-premises solutions to developing cloud practices.

Training and enablement are seen as crucial support areas by 46% of partners to help enhance their cloud competencies.

A positive trend noted in the report is that 75% of the partners view cloud hyperscaler marketplaces as an opportunity rather than a threat, and are actively engaging with them.

Westcon-Comstor is reinforcing its cloud strategy after being named an authorised AWS distributor in Europe in late 2024, building on its existing distribution agreement in Asia-Pacific. This expansion follows the acquisition of Rebura, an AWS consultancy, and the launch of the AWS Marketplace programme aimed at driving growth for partners and vendors.

David Grant, CEO at Westcon-Comstor stated, "Our research shows that the channel is poised to grasp the huge growth opportunities presented by the cloud market, but is facing certain gaps around skills, capabilities and expertise. Partners around the world are at different stages of their cloud journey, but there is a common thread in their desire to expand their cloud capabilities and meet their customers' needs. It is incumbent on distributors to support, enable and empower partners in pursuit of these aims by harnessing and deploying their own cloud expertise."

Aaron Rees, Founder and CEO at Rebura, added, "Embracing the cloud is a springboard for innovation, growth and productivity gains for partners and their customers. The channel, however, still has some way to go on its journey to mastering the cloud, with many partners still developing their own skills as they work to satisfy customer expectations."

Jacquie Young, Managing Director, Cloud, APAC at Westcon-Comstor, noted, "Our findings suggest that partners know where they need to develop their cloud capabilities. The challenge is finding the right support to help plug those gaps."