The combination of cloud, virtualisation and economic difficulties have combined to create a situation where there is demand for the latest IT innovations but not the budget.
This situation is being dubbed the `new normal`by CA Technologies, which has been telling resellers about the state of the market at its annual CA World shindig.
David Dobson, executive vice president and group executive, customer solutions group at CA Technologies, used his keynote to spell out the way the market is going to remain for the foreseeable future.
"We experienced accelerating demand at the exact same time as IT budgets shrank in response to the recession," said Dobson.
"Everyone is scrambling to do more with less, to become more agile and to find more cost effective ways to support the business. The result is a transformative moment that offers a tremendous opportunity for competitive differentation, as well as a huge strategic challenge," he added.
He said that for resellers the results of the 'new normal' was that they were not only having to manage complexity but to do so with a keen awareness of the financial situation.
"You're managing a large data centre with infrastructure in the cloud. But whether you're adopting a private cloud, a public cloud, or a hybrid of these models, you're going to need to manage and secure a multi-vendor, multi-platform, cloud-enabled environment," he added.