• 2020 SMB PREDICTIONS

    2020 SMB PREDICTIONS

    Top 10 SMB & Midmarket Predictions for 2020
    READ NOW
  • 2020 CHANNEL PARTNER PREDICTIONS

    2020 CHANNEL PARTNER PREDICTIONS

    Channel Partner Predictions for 2020
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  • SIMPLIFY. EXPAND. GROW.

    SIMPLIFY. EXPAND. GROW.

    #SMB #MIDMARKET #CHANNEL
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  • WHITE PAPER

    WHITE PAPER

    SMB Path to Digitalization - Prologue and Epilogue
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  • ANALYTICS & ARTIFICIAL INTELLIGENCE

    ANALYTICS & ARTIFICIAL INTELLIGENCE

    SMB & Midmarket Analytics & Artificial Intelligence Adoption
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  • BUYERS JOURNEY

    BUYERS JOURNEY

    Influence map & care-abouts
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  • CHANNEL PARTNERS

    CHANNEL PARTNERS

    Transformation or Consolidation
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  • CLOUD RESEARCH

    CLOUD RESEARCH

    SMB & Midmarket Cloud Adoption
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  • DIGITAL TRANSFORMATION

    DIGITAL TRANSFORMATION

    Delivering Connected Business
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  • FEATURED INFOGRAPHIC

    FEATURED INFOGRAPHIC

    2019 Top 10 SMB Business Issues, IT Priorities, IT Challenges
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  • SAAS RESEARCH

    SAAS RESEARCH

    US SMB & Midmarket SaaS Adoption
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  • IT MATURITY SEGMENTS RESEARCH

    IT MATURITY SEGMENTS RESEARCH

    Technology adoption trends by IT sophistication
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  • SECURITY RESEARCH

    SECURITY RESEARCH

    SMB & Midmarket Security Adoption Trends
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  • IOT RESEARCH

    IOT RESEARCH

    SMB & Midmarket IoT Adoption Trends
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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.

Top 10 SMB and Midmarket Predictions for 2020

1. Connected business will be everyone’s problem.

The key focus of business investment will be more about the “work”: the ways that an increasingly-connected business can support pursuit of previously-unattainable objectives. The most important SMB & Midmarket technology-related adoption in 2020 will be this focus on connectedness – cloud, platforms, edge, devices, applications, security, collaboration, workspaces and insights. With the connective fabric rapidly becoming ubiquitous, businesses of all types and sizes will move beyond just the network access, and concentrate instead on using technologies to drive progress across the four pillars of digital transformation: operational effi-ciency, customer intimacy, employee empowerment and product innovation.

2. Momentum building for consumption-based IT acquisition.

Increasingly within SMBs and midmarket firms discrete sales of individual products or integrated systems will be replaced by agreements to provide IT capacity and business functionality “as-a-Service”. In 2020, the trend will be more midmarket driven than small businesses. 20% of midmarket firms will move towards OPEX-based agreements where these firms will look for flexibility and will prefer to acquire technology based on usage – namely IT consumption model – driven primarily because of current IT asset under-utilization.

3. Customer intimacy will take a whole new meaning.

Every SMBs’ survival is dependent upon customers and 2020 will see a ground-breaking year when customer intimacy (acquisition, retention, experience & satisfaction) will drive IT adoption and business process evolution. By the end of 2020, for 45% of SMBs, need for customer intimacy will drive IT adoption and 76% of new SaaS adoption will be customer focused. As a result, 15% of small businesses and 24% of midmarket firms will have “Top Notch” customer facing digital presence.

4. Need for Embedded Collaboration will be clear and present.

Anywhere, anytime also means any type of collaboration. Collaboration solutions cannot be deployed on stand-alone platforms – they need to be viewed as a framework for integrating multiple capabilities, native to multiple applications. By the end of 2020, 80% of SMBs will benefit from embedded collaboration and for high-growth, innovative businesses, effective, e¬fficient collaboration will be in their organizational DNA to deliver decision agility, business agility and innovation agility.

5. Regardless of the question, analytics will provide an answer.

In 2020, SMBs will see a new attitude and culture that will value and use data as a meaningful way to gauge overall performance and specific areas of interest at a glance will become prevalent. SMBs will demand Key Performance Indicators (KPIs) as a standard part of application architectures as well as a meta-directory of KPIs that all applications can access. It may finally become possible for SMBs and Midmarket firms measure and optimize for elusive objectives like Return on Marketing Investment, Optimal Pricing, Cost of Acquisition and Lifetime Customer Value. By the end of 2020, 15% of SMBs will be highly data driven and 30% will be using cloud-based prescriptive analytics and 50% of midmarket firms will demand AI-driven analytical platforms to proactively prescribe actions that will mitigate risk / increase opportunity within the predicted future.

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Managing risk - protecting SMB business against operational threats

In the list of top 10 worldwide SMB business issues derived from Techaisle’s global survey of SMBs (1-999 employees), “managing uncertainty” ranks tenth, and the word “risk” doesn’t appear at all. This is likely more a reflection of how SMB executives would like the world to be, rather than a representation of everyday reality. The acronym FUD (fear, uncertainty and doubt) is familiar to most business managers, and not simply as a catch-phrase: SMBs walk a fine line between managing risk resulting from the actions that they take (for example, security or privacy exposure relating to new systems) and risk arising from actions that they have not yet taken (which has its own acronym – “FOMO, or “fear of missing out”).

Clearly, security technologies are a core component of corporate risk management strategies. Techaisle’s global research, however, has identified several other solutions, including VDI/DaaS, managed services and IoT, which help executives to understand and manage risk in their operations. By capitalizing on the attributes of the technologies that best fit an SMB organization, obe can define an approach that allows the business to address ‘downside’ issues and move ahead with ‘upside’ opportunities.

IT security

Risk management is best achieved by developing a portfolio that incorporates IT security. It’s also true that IT security relies on a portfolio approach: there are at least 10 major technology solutions that are in common use by SMBs today.

For example, Techaisle’s US research shows that the top two solutions, anti-spam/email security and anti-virus/anti-malware/anti-spyware, are ubiquitous, with effectively universal deployment. Two other technologies, firewalls and web/content filtering, are in widespread use, at 73% and 55% respectively. No other security technology is used by more than 50% of SMBs: 49% of US SMBs use breach detection, 45% use data loss prevention (DLP) technologies, and usage levels drop for the other solutions on the list, to 25% for vulnerability scanning.

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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 top 3 channel partner managed services success inhibitors

Inability to balance product resale and services revenue, inability to adjust to a customer-centric approach and inability to align recurring and non-recurring revenues are severely holding back the MSPs. Since 2008 Techaisle has been conducting managed services studies, both demand side within SMB & Midmarket segments and supply-side within the VARs, MSPs, SIs, SPs, Consultants offering managed services. Each year Techaisle (latest report deliverables are here) has been quantifying what separates the successful and unsuccessful managed services channel partners. And there are several data-evinced barriers to entry and success factors. To understand barriers to entry, it is important to first define the characteristics that are important to success as an MSP. There are many but let us discuss three that always percolate to the top:

  1. The ability to sell services independently from product sales (while maintaining the ability to sell products to customers as well).
  2. The ability to package and efficiently deliver standardized services to multiple customers, growing by expanding portfolios of discrete services rather than by simply agreeing to address sprawling customer requirements on a ‘one-off’ basis.
  3. The ability to align internal processes and costs/cash flow with a recurring revenue (rather than transactional) approach to the business.

Techaisle research substantiates the importance of each of these key characteristics.

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