By Johnny Carpenter, VP channels and alliances, EMEA, 11:11 Systems
Success increasingly depends on ecosystem alignment instead of broad coverage
The UK channel is entering one of the most consequential periods of change it has faced in over a decade. The Broadcom/VMware acquisition has acted as a catalyst, accelerating changes that were already underway and encouraging partners to address a new reality that the old channel playbook no longer works.
The reshaping of VMware’s traditional partner ecosystem, along with the move to subscription‑only licensing and the subsequent contraction of mid‑tier partner opportunities, has created a vacuum that the market needs to fill.
However, this disruption can also provide clarity. For those willing to adapt and embrace change, this year represents a structural reset and a chance to modernize virtualization portfolios. Partners can strengthen hybrid cloud capabilities and build new alliances that reflect the needs of a very different customer landscape.