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Ingram Micro expands cloud marketplace to EU

Traditional IT resellers are trying to rebuild the business model to fit cloud services

IT tech distributor Ingram Micro has launched a marketplace for cloud services in Europe in a bid to bolster its appeal to channel partners, many of which are increasingly offering their products as-a-service. The move is aimed at making its proposition in the cloud economy more compelling, particularly as other traditional IT vendors and cloud incumbents move in on reseller turf.

Cloud is changing and challenging the channel

Cloud is prompting channel providers to invest more in being service integrators. But service providers see distributors largely as providers of tech support for cloud services

The impact of cloud computing is being felt in particular by “middlemen” in the IT product and service channel. According to recently published research by IT trade body CompTIA, the transition to cloud poses serious financial and technological challenges for IT distributors and resellers, with all evidence pointing to these distributors moving up the stack in response.

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