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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.

Influencing the SMB Cloud buyer’s journey

There are many differences in the cloud outlooks of large vendors and niche suppliers, startups and Fortune 500 firms, traditional channel members and online markets, but there is one common issue that firms across the cloud spectrum face: the need to find an effective way to attract and engage prospective SMB cloud customers. What are the best ways to reach SMB buyers as they make cloud decisions?

Techaisle’s SMB Cloud Computing Adoption survey research shows that there is no one method that will engage cloud buyers within the small business or midmarket segments: in both markets, buyers use a mixture of multiple reach and multiple depth vehicles to understand and evaluate options.

As a means of providing some meaningful clarity to the question of how to allocate resources across the buyer’s journey and to help indicate where buyer time is spent today – and where marketers will need to invest Techaisle looked at fifteen different influencer options and segmented them into one of three categories:

  1. “shallow” (TV and print advertising),
  2. “moderate” (technology websites, IT magazines, brochures/fact sheets/newsletters, catalogues, search), and
  3. “deep” (vendor websites, recommendations, personal sales calls, conferences, webinars, case studies, white papers, blogs/forums)
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SMB Cloud starts with established global vendors

Techaisle’s recently completed study 2015 SMB Cloud Computing Adoption Trends shows that SMB cloud buyers look first to large, established vendors for cloud solutions, but their sourcing preferences diverge from there, with small businesses most likely to trust product vendors and midmarket firms willing to investigate a wide range of specialist providers.

Over 30% of current small and midmarket cloud users report that they turned to a large IT vendor (including Amazon in this group) for in-use cloud solution. Small businesses were also very likely to have acquired cloud from a specialized vendor selling security, storage, virtualization or a similar offering. Small businesses also frequently rely on software vendors like Salesforce.com or their telecom service provider for cloud, and are somewhat likely to acquire solutions from SIs, consultants or outsourcing companies.

The midmarket results are fascinating.

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SMB Cloud is an IT priority and an IT reality reaching 96 percent adoption in the US

Techaisle’s recently completely study 2015 US SMB Cloud Computing Adoption Trends shows that Cloud adoption within US SMB is currently 89 percent and will reach 96 percent in 2015. Cloud is no longer a trend that is discrete from mainstream IT. Cloud is not a future issue – it is an essential (if new) component of SMB IT. Cloud addresses real business needs. The key to accelerating growth within SMBs will be increased Cloud vendor sophistication. Techaisle expects Cloud suppliers will work with SMB buyers to overcome current SMB cloud challenges and will focus on “growing the pie” rather than share-shifting as the market itself becomes firmly entrenched in the early-mass-market stage of the market lifecycle.

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Dell Cloud Client-Computing – dealing head on with VDI complexity and cost for SMBs

VDI gets a bad rap because of cost and complexity but its utility in a mobility driven market segment cannot be underestimated. Although Techaisle's most recent SMB VDI adoption survey is still in the field, as per our last survey conducted in January 2014, the US SMB VDI adoption continues to increase. Techaisle's quantitative VDI/DaaS research shows that the SMB objectives in adopting either on-premise or hosted VDI/DaaS solutions revolved around mobility, application availability from anywhere and on any device, disaster recovery, centralized management and administration of end-point devices at the same time reducing costs. SMBs are recognizing the need to adopt virtualization within their businesses, however, Techaisle survey also shows that 56 percent of SMBs consider the technology complex to understand and implement.

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