To date, the IT industry has leveraged an indirect sales channel made up of distributors, resellers and system integrators to sell and market its hardware and software products. But the continued popularity of the cloud in enterprises, governments and small and medium businesses is changing this market, and in the process disrupting the business model of the channel. Much hype surrounds this sector, which now must find new ways of capturing opportunity in the cloud.
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About the Author
Bart van der Horst
in Eindhoven, The Netherlands
Expertise: new routes to market; international expansion; software channels; software asset management; product marketing; business development and organizational change
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