Technology leaders predict 2025 channel landscape trends

The channel landscape is in for big shifts in operations, cybersecurity, and partnership strategies, according to leading figures in their predictions for the 2025

Jay Snyder, SVP, Global Partner and Alliances at Dynatrace, emphasised the importance of channel businesses strengthening partnerships that transform complex data into actionable insights. "For example, by using an AI-driven observability platform that delivers tailored answers about customer environments, service delivery teams can develop drastically accelerated transformation roadmaps, creating more value," he stated. Snyder also highlighted the potential of autonomous operations enabled by AI to transform business models, predicting and preventing problems to deliver flawless services and maximise margins.

David Nuti, Head of Security Sales at Extreme Networks, noted a significant shift for Managed Service Providers (MSPs), who he believes will need to adopt another 'S' for Security in their acronym due to the convergence of networking and security needs. Nuti mentioned, "Vendors in this space, some that are entirely MSP-centric in their go-to-market strategy, have made it easier than ever for MSPs that may have traditionally avoided a deeper cybersecurity conversation to now deliver rich, scalable solutions." He sees this as a major spending opportunity over the next decade.

From Genetec, George Moawad, Country Manager for Oceania, commented on the decision-making process in physical security solutions becoming more inclusive. He observed, "Vendors and consultants are now required to demonstrate a deep understanding of cybersecurity, operational efficiency, and data governance." Moawad stressed the importance of addressing diverse stakeholder needs to secure partnerships in the field.

Corey Nachreiner, Chief Security Officer at WatchGuard Technologies, spoke about the evolving role of Chief Information Security Officers (CISOs), highlighting that "the biggest issues that CISOs typically encounter are not the technical problems but the human and governance problems." He expressed concerns over increasing personal accountability, legal risks, and burnout among CISOs, acknowledging that the cybersecurity supply chain is adapting to address these challenges through technology providers and partners.

John McCabe, Area Vice President, Channel Sales for North America at ExtraHop, underscored the ongoing challenge of cybersecurity threats and resource constraints. He stated, "Navigating rapid advancements in AI and automation will also be complex, requiring significant investments in training and tools to stay competitive." McCabe emphasised the need for partners to demonstrate measurable ROI and value amidst stricter budgetary constraints.

These reflections provide a comprehensive overview of the anticipated trends and challenges in the technology channel sector over the coming years. Executives across the board are preparing for a future that demands adaptability, enhanced partnerships, and a greater focus on cybersecurity and operational efficiencies.