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The current mantra in the software industry around the mid-market is putting increasing pressure on those channel players that are being directed towards that slice of the customer base by vendors.
As the enterprise market slows down, or is increasingly sold to via direct vendor sales teams, the mid-market along with the SME space have emerged as key battlegrounds in the hunt for profitable business.
The pressure to get more out of the mid-market has increased even more in the last couple of months with the government reducing public sector budgets forcing even more reliance onto the mid market.
But the prospect of an already crowded market becoming stretched to breaking point is worrying some of those resellers hoping to get more mid-market revenue.
"The growth is not going to come from anywhere else but if I was an IT director of one of the 3,000 odd organisations [identified as mid-market targets] then they are going to be swamped and they may stop answering the phones," said one reseller.
But with public sector being reduced and the mid-market one of the few areas that is seen to be spending then the competition is likely to be greater in that space.