With the credit crunch looming, resellers are understandably keen to get any advice on product areas that can withstand budget cuts.
According to research from Citrix, it looks as if virtualisation is going to remain buoyant because of the benefits it delivers in terms of containing costs and increasing system efficiency.
Although 23 per cent of Citrix partners had seen cutbacks in customer budgets as a result of fears over the recession, just shy of half viewed virtualisation as a technology that would always be in demand.
The majority of resellers (71 per cent) reported that demand for virtualisation was being driven by customers, with financial services, local government and education being the verticals most attracted to the technology.
Citrix channel director Kevin Bland said customers wanted flexibility and virtualisation was one of the best ways of delivering it: "The more virtualised our world becomes, the greater ability we have to allocate resources on demand: disks, network cards, servers, and so on."
He added that conversations with CIOs increasingly focused on how technology could save money, and that resellers armed with examples could make a strong pitch.
"Resellers need to demonstrate they can help customers save money, especially running costs," he said.
Jason Beeson, storage solutions director at distributor Hammer, said: "In the storage arena, virtualisation is finally coming into its own — mainly because it can simply be utilised as a solution to storage demands, but also as an extensive business strategy.
"In this sense, despite the credit crunch, virtualisation remains a flexible, plausible, established and almost necessary solution, which has strong potential growth for the future, regardless of external financial circumstances," he added.