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Resellers have to do more to establish their cloud credentials with customers or face themselves being squeezed out of the conversation with customers.
Disturbing research from Rise Partners has revealed that a large number of users that are considering adopting cloud services are going directly to vendors to get information about what's available.
When asked 77% of those customers quizzed by Rise said they would rather go to the vendor over the reseller with only 8% prepared to turn to their trusted channel partner as a first port of call.
The danger highlighted by the findings are that some resellers could miss out on cloud revenue if they fail to gain the trust and interest initially from their customers.
But the cloud also presents large opportunities with the same Rise survey showing that 70% of customers queried are looking to adopt the cloud in some form over the next two years.
"Through cloud computing, channel resellers will be able to expand their customer base, portfolio, as well as securing regular and predictable revenue streams," said Steve Holford, director at Rise.
"By embracing the cloud, it will ensure that existing relationships between customer and reseller, and reseller and IT vendor are reaffirmed, allowing a continual flow of dialogue as well as staying abreast of developments within the markets," he added.