Ecosystem Transformation and Partnership Evolution

Traditional vendor-partner-customer boundaries are evolving as cocreation models become essential. Partner ecosystems rapidly evolve through AI impact, hyperscale marketplaces, and subscription models, creating disruption and opportunity.

Digital Workplace

“Co-creation becomes essential in Microsoft’s platform-controlled ecosystem.”

Prachi Nema, Principal Analyst, Unified Communication and Collaboration

The Microsoft Device Ecosystem Platform (MDEP) exemplifies how traditional vendor-partner-customer boundaries are dissolving as co-creation becomes essential in Microsoft’s platform-controlled ecosystem. Markets should note how partner ecosystems evolve under platform pressure—vendors now co-develop with Microsoft, while service providers like Zoom face dual certification complexities reflecting hyperscale marketplace dynamics.

MDEP’s shift to standardized platforms through Intune integration creates subscription dependencies and ongoing certification requirements, disrupting established relationships.

Organizations that recognize these co-creation imperatives—where hardware makers, software providers, and enterprises collaborate within Microsoft’s ecosystem—will be better positioned to capitalize on disruption

through strategic partnerships, platform-aligned investments, and new revenue models leveraging MDEP’s centralized management.

This research is taken from Omdia's:

Unified Communications and Collaboration Intelligence Service

Further reading:

The workforce reduction trap: Smart CEOs choose AI differently

Channels

“AI is redifing what value creation means across industries.”

Alastair Edwards, Chief Analyst, Channels

AI adoption isn't just about technology—it's about building robust partner ecosystems with specialized expertise in strategy development, use case identification, and comprehensive solution delivery spanning applications, infrastructure, cybersecurity, and services. The landscape is exploding with new alliances and revolutionary business models emerging daily.

Organizations can't navigate this transformation alone. Success requires strategic partnerships that bridge capability gaps and accelerate implementation. Keeping track of this rapidly evolving ecosystem to identify emerging partner categories and adaptation strategies, helping businesses understand which partnerships will define competitive advantage in the AI-driven future.

This research is taken from Omdia's:

Channels Strategy Analysis, Partner Programs Analysis, GSI Analysis, Cybersecurity Ecosystems

Further reading:

The Omdia Global Partner 1000

Internet of Things

“Partners are critical in serving the diverse IoT ecosystem”

Andrew Brown, Practice Lead, IoT

The IoT has always been reliant on multiple partners, with -over 60% of companies lacking in-house expertise for IoT projects alone. Unlike traditional products built by a single company, IoT solutions demand collaboration acrosshardware, connectivity, cloud, analytics, and software, all underpinned by security.

True value emerges, where technologies, industries, and partners converge.

According to Omdia’s end user enterprise IoT research, there is a long tail of capabilities cited by enterprises that IoT vendors provide such as proven integrated security solutions (35%), reach and scale (31%) technical architecture and design skills (28%), proven vertical industry expertise (26%).

Vendors are moving beyond transactional relationships toward strategic alliances that combine cross-domain expertise and data to deliver valuable outcomes like predictive maintenance.

This research is taken from Omdia's:

IoT Services and Platforms Intelligence Service and IoT Devices and Components Intelligence Service

Further reading:

IoT Platforms Market Tracker – 2025 Analysis

Cybersecurity

“Vendor opportunities thrive as cyberthreats expand, and tool sprawl persists.”

Adam Etherington, Practice Leader, Cybersecurity

Complexity, risks and tool sprawl will drive over 90% of cyber technology and services to be sold through the channel. The relationship is shifting from volume to value – helping enterprises choose between a wide variety of tools on offer and choose a preferred platform provider.

As cyber risks become boardroom issues, commercial engagements will be less transactional, requiring strategic partners that carefully curate cyber solutions.

CISOs need partners that have expertise to address their specific industry challenges, geographic presence, regulatory requirements, and complex IT systems. This pivotal role of partners will drive increasing professional and managed services opportunities as firms require proactive security integration of existing tools with new software solutions and platforms.

This research is taken from Omdia's

Cybersecurity Viewpoint Service, Security Operations Intelligence Service, Data and Identity Security Intelligence Service, Infrastructure Security Intelligence Service, Operational Technology (OT) and IoT Cybersecurity Intelligence Service

Further reading: