ANZ channel ‘cautiously optimistic’ for future: CompTIA
IT industry-focused not-for-profit CompTIA has released insights from its “International State of the Channel 2021” report, showing that Australia and New Zealand IT channel companies are ‘cautiously optimistic’ in the face of the turbulence that began in 2020.
The research revealed that 94 percent of ANZ channel executives believe the channel maintains its relevance in the IT universe, but are split when asked about the channel’s health with 51 percent saying it is holding steady in its current form and 43 percent saying it’s rapidly changing.
“This latter attitude is most likely based on the expanding fabric of the channel, with new business models unleashed by cloud computing, the ubiquity of consulting-only services and the emergence of non-traditional players as purveyors of technology products and services,” said CompTIA industry analysis senior director Carolyn April.
The insights come from CompTIA’s “International State of the Channel 2021” report, which was based on a Q2 2021 survey of 880 IT channel professionals in ANZ as well as the UK, the US, Canada and Benelux (Belgium, Netherlands and Luxembourg).
The execs said that companies in the channel are moving toward ‘consultative selling’ to meet the shift in customer demographics and buying behaviours, while also investing in marketing and customer experience to stay competitive.
CompTIA added that the channel’s cautious optimism matches the US$5 trillion that is forecast to be spent on IT globally.
However, among all countries surveyed four in 10 executives expressed concern about the continuing impact of COVID-19 on customers’ ability or willingness to invest in new technology solutions - especially those most negatively impacted by the pandemic.