Cloud computing is already changing Microsoft's channel and may spell the end of the "one-stop-shop" as partners specialise and find new ways to cooperate.
That's according to Microsoft New Zealand director of SMB, mid-market and partners, Phil Goldie, who when speaking in this Reseller News Podcast, outlined that the trends are now clear as an increasing amount of server technology sold is going into shared infrastructure.
The cloud ship has definitely sailed and no one is really questioning whether it is the future any more, Goldie explained.
That transformation has big implications for Microsoft's partners with increasing emphasis on solution sales, services, specialisation and annuity revenues.
Channel incentives are changing too, from being based on transactions to usage.
In addition, partners are also finding new ways to cooperate among themselves, adopting models such as that of Australia's Cloud Collective.
As Microsoft's customers undertake digital transformation they, too, are increasingly looking like channel partners, pushing technology through their own partner and supplier ecosystems.
In short, customer conversations are becoming more complex as they ask for help to achieve value from their technology investments.