target audience: TECH SUPPLIER  Publication date: Feb 2023 - Document type: Market Presentation - Doc  Document number: # US50104923

Infrastructure Channel Leadership Council — Marketplace Research and Panel Discussion

By:  Jeff Newton Loading


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This IDC Market Presentation provides insight into marketplace research and highlights of the panel discussion. This content was presented at the Infrastructure Channel Leadership Council on December 6, 2022, in San Mateo, California.

IDC research indicates there are three cloud marketplace models:

  • Distributor marketplaces provide a centralized ecosystem of buyers, sellers, and solutions to enable the channel community and public cloud providers.
  • Hyperscaler marketplaces provide customers access to software, services, and infrastructure designed to run on a hyperscaler cloud.
  • Vendor marketplaces deliver first- and third-party ecosystem solutions, including an opportunity for developers.

All three versions operate from either a buy-from or a sell-through motion. Some models will offer both routes to market. IDC research shows 26% of survey respondents sell through marketplaces, while 32% indicate they buy from a marketplace. There is an opportunity for the channel to get involved.

Cloud marketplaces are growing in concept, but research data shows only 39% of the channels are significantly engaged or use marketplaces as a strategic route to market. Hyperscalers, vendors, and distributors must simplify the channel's marketplace role and provide a path for the channel to adopt the strategy.

IDC research shows partners that use marketplaces are clear on their benefits. Partners state their top reasons for selling through a marketplace include the ability to increase their market visibility and generate leads, their ability to discover and connect with an ecosystem of partners, and their ability to list and sell their service offerings.

For partners that purchase through a marketplace, their top reasons include easy access to a wide array of products and services, contextual online product enablement, and 24 x 7 x 365 marketplace access.


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