Specialism: Microsoft and cloud software
Key vendors: Microsoft, Adobe, Acronis, QS solutions, Vade, Avepoint, LastPass
UK headcount: 10
This report’s newest outfit only launched in February 2023 and currently has 10 staff.
ALSO Cloud UK is, however, part of Europe’s largest homegrown distributor in the shape of Swiss broadliner ALSO (which boasts annual revenues of €12.4bn).
Talking to IT Channel Oxygen, local leader Mark Appleton said ALSO’s UK strategy will centre on enlisting midmarket partners to its cloud marketplace. Vendor relationships already rolled to the UK include Microsoft and Adobe.
“UK MSPs are confused over the value add and UVPs of each [Microsoft cloud] provider”
Quickfire Q&A with Chief Customer Officer Mark Appleton (pictured top)
What’s an obscure fact about ALSO, or you personally, most people won’t know?
ALSO is the leading technology provider for Microsoft and Adobe in mainland Europe.
Just how tough is it in the market right now?
The UK market is oversaturated. There are some 26 Indirect Providers for Microsoft alone. UK MSPs are confused over the value add and UVPs of each provider.
What bright spots are you seeing?
MSPs seem to want more guidance from their Indirect Provider.
What’s been your high point since the UK launch?
The collaboration with the new local team and the support from the Center of Competences throughout Europe.
Name one thing ALSO does better than anyone else…
Billing
What’s been the biggest development or news story in UK IT distribution so far in 2023?
ALSO entering the UK market.
Which technology area or vendor are you betting big on for H2 2023?
Microsoft – AI
The analysts see distribution becoming increasingly characterised by cloud and marketplaces. Is that reflected in the evolution of your own business?
Yes, ALSO is heavily investing on the Cloud Marketplace as the main growth channel.
Can you give us a prediction on how the distribution sector will evolve over the next 12 months?
Changes are mainly going to happen in local markets through acquisitions and mergers.
