• DIGITAL TRANSFORMATION

    DIGITAL TRANSFORMATION

    US Midmarket Digital Transformation Trends
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  • SAAS TRENDS

    SAAS TRENDS

    US SMB & Midmarket SaaS Adoption Trends
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  • IT MATURITY SEGMENTS

    IT MATURITY SEGMENTS

    US technology adoption trends by SMB IT sophistication
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  • BUYERS JOURNEY

    BUYERS JOURNEY

    Understanding SMB & Midmarket Buyers Journey
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  • CLOUD STUDY

    CLOUD STUDY

    SMB & Midmarket Cloud Adoption Trends
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  • SECURITY SURVEY

    SECURITY SURVEY

    SMB & Midmarket Security Adoption Trends
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  • MOBILITY SURVEY

    MOBILITY SURVEY

    SMB & Midmarket Mobility Adoption Trends
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  • IOT STUDY

    IOT STUDY

    SMB & Midmarket IoT Adoption Trends
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  • FEATURED INFOGRAPHIC

    FEATURED INFOGRAPHIC

    2017 Top 10 SMB Business Issues, IT Priorities, IT Challenges
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Techaisle Blog

Insightful research, flexible data, and deep analysis by a global SMB IT Market Research and Industry Analyst organization dedicated to tracking the Future of SMBs and Channels.

Techaisle midmarket study shows cloud maturity does not always equal high digitization

Techaisle’s US midmarket digital transformation trends study shows that maturity of cloud adoption does not equate to high digitization of the business. Study data shows that only half of the 47% of mature midmarket cloud adopters are holistic adopters of digitalization. It is true that these firms believe in cloud and its effect on digitization but they also believe that true digital transformation requires advanced adoption of multiple technology solutions. Data also shows that the midmarket firms that have a siloed strategy of digital transformation are intermediate adopters of cloud, mostly driven by non-IT business units which need cloud to further their business objectives.

However, it is also clear from data that the Holistic segment includes a disproportionate number of mature cloud adopters, and mature cloud adopters in turn are much more likely to be Holistic in their approach to digitalization than firms in the intermediate category. A smaller (7% of total) third group of midmarket businesses, ‘born in the cloud’ (i.e., have all IT resident in the cloud) largely echo the patterns of the mature cloud users.

From a digitalization product/service marketer’s perspective, this is an important finding: it shows that those who can identify mature cloud adopters are likely to find greater receptivity to their messages and offerings than those that engage equally with the similarly-populous group of intermediate (in terms of cloud adoption) midmarket businesses.

High adoption of diverse technology solutions determines digitalization success

Even considering planned adoption, Siloed midmarket digital segment is likely to remain far behind the Holistic midmarket digital segment. The Siloed segment even lags being in the technology areas which midmarket firms see having the most impact in their business for the next 5 years.

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Cloud continuing to challenge SMB MSPs and frustrating VARs but helping CSPs

In a word, the most significant potential disruption factor for the managed services market and channel partners is still cloud. Techaisle data shows that 68% of VARs are offering managed services to their SMB customers but only 46%, that is, less than one-third (31%) of all SMB-focused VARs have been very successful in achieving consistent growth and profitability within managed services. On the flip-side, 83% SMB-focused MSPs have become very successful in their managed services business model. But the MSPs have not achieved the same success in cloud. Only 63% of MSPs are currently offering cloud and although 72% of them have achieved cloud success, it is still, only 45% of all SMB-focused MSPs, slightly less than half of the managed services success. In fact, when extended, data shows that VARs are still caught in a spaghetti junction, they are neither achieving great success in cloud nor in managed services. In the case of MSPs, the overwhelming vendor forces are proverbially narrowing the banks of the river with over capacity.

The success in SMB mobility-focused business model is even lower than cloud and managed services.

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Techaisle study reveals four pillars of midmarket digital transformation

Operational efficiency, employee empowerment, customer intimacy and product innovation form the four pillars of digital transformation within US midmarket (100-999 employees) firms. Techaisle’s unique study, US Midmarket Digital Transformation Trends, provides readers with statistically-significant and current data on digital transformation. A sample of 876, outstanding for a single country, midmarket-specific research initiative, considered accurate at a 95% confidence level (19 times of 20) at a margin of error of +/- 3.3%. The study reveals details about the four foundational pillars of digital transformation along with drivers, motivations, challenges, inhibitors, and business outcomes.

The first step in understanding the potential of a technology trend is identifying the extent to which technology aligns with or supports executive ‘care-abouts’: technologies that connect directly to C-level objectives are most likely to obtain corporate support. Taken together, the size/robustness of the data makes it the most reliable source of information on digitalization adoption in the US midmarket (100-999 employees).

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Survey data shows Cloud Channel partners operating between the raindrops

The Cloud channel partners are operating between the raindrops. Techaisle’s channel survey trend data clearly shows that the sources of competition and channel conflicts for cloud business is increasing thereby creating untenable conditions for many channel partners. From 2013 to 2017, the percent of channel partners experiencing competition from vendors has gone up by 15 percent whereas from distributors it has increased by 55 percent.

At a high level there are three types of channel conflict:

  1. Competition between the vendor and its channel partners,
  2. Competition between distributors and channel partners, and
  3. Competition between similar types of channel partners (e.g., VAR/VAR).

Figure below shows the trend data from 2013 to 2017.

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