The Strategic Partner Shift: Reimagining Possibilities in the AI era

Channel partners are entering a defining era. As AI, cloud, and cybersecurity reshape business priorities, customers are no longer just looking for solutions; they’re seeking strategic guidance. The pressure is on, and the opportunity is clear: partners who lead with insight will shape the future.

To help you do just that, we commissioned Tech Research Asia (now part of Omdia) to survey over 250 ANZ businesses and channel partners. The goal? To deliver real data, not speculation, on what customers need and how successful partners are adapting to stay competitive in the AI era.

Download the report here.

“The findings challenge assumptions. This research gives actionable data for those who want to drive change. Those who apply it will be positioned as leaders in this next technology frontier.” - Sarah Loiterton, General Manager, Microsoft Cloud ANZ, Dicker Data

The shifts reshaping ANZ channel partners (and what to do about them)

This report has highlighted seven critical shifts that are reshaping the channel. Here are the top three.

1. Technology is strategic priority #1

Faced with unpredictable markets, many leaders are doubling down on the one transformative lever they can control. 48% of Australian and 58% of NZ businesses say emerging technology will impact their business more than any economic factor over the next two years. For partners, this creates an opportunity to position yourselves as trusted consultants. Success comes when you move beyond technical execution and instead guide clients through strategic planning, business case development and change management to align technology with business outcomes.

2. Value now beats price, convincingly 

The data is unequivocal. Only 6% of Australian and 5% of NZ businesses make purchasing decisions solely based on lowest cost. The majority (56% Australia and 63% NZ) focus on overall value, weighing up the complete package of cost, performance and innovation. You can't discount your way to growth. Too often, technology procurement devolves into debates over price per user, but customers want partners who can bridge the gap between where they are today and where they need to be by 2030, especially when it comes to cloud, cybersecurity and AI.

3. The need for speed. Who’s leading who? 

Here's an uncomfortable truth from our research: 64% of high-performing ANZ organisations say they're moving faster than their technology partners. At a pivotal moment when technology is driving the future, many partners risk becoming the bottleneck rather than the accelerator. The challenge is clear – close the innovation and knowledge gap or watch customers find new partners who can. The opportunity lies in shifting from selling solutions and working alone to working collaboratively to delivering measurable business results at pace, enabled by technology. 

Choose once, choose right

The strategic partner shift has already begun. Technology is the foundation, but success now requires a step change: forward-looking strategy, specialist expertise, security governance and trusted partnerships that reimagine what’s possible.The window to establish your position as a value-driven, AI-ready partner is open, but it won't stay that way. Partners who act now, who invest in capabilities beyond technical delivery, who build ecosystems rather than protect patches are tomorrow's leaders.

Based on the latest research, the Strategic Partner Shift report details all the findings, along with all seven perspectives shaping the channel, plus four practical actions you can take to make the shift and capitalise on the emerging opportunities

Download the report: Strategic Partner Shift - Reimagining possibilities in the AI era

We've also created a range of practical resources to support your decision-making:

• Guide: 10 Questions to Ask When Choosing a Microsoft CSP Distributor

• Partner success stories and case studies

• Strategic planning tools and resources

Explore the resource hub

Let’s make the strategic shift together.