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The Rise of the Cloud Channel Ecosystem

A maturing channel market for cloud infrastructure has lowered the barriers to access, not just for consumers, but also for third-party players that broker technology goods and services instead of create and sell them directly. End users want to buy what's nearest, easiest and most accommodating, so middlemen come in when there's an opportunity to facilitate consumption. Vendors that ignore this ignore both a competitive threat and an opportunity to mutually benefit.