UK IT Channel News | IT Channel Oxygen
  • News
  • Topics
    • Vendor
    • Distributor
    • Partner
    • Indepth
    • Sustainability
    • M&A
    • People Moves
    • AI
    • Tech trends
  • Sustainability
  • About Us
  • Partner with us
Members
Must-Know Distributors
Oxygen 250
No Result
View All Result
  • News
  • Topics
    • Vendor
    • Distributor
    • Partner
    • Indepth
    • Sustainability
    • M&A
    • People Moves
    • AI
    • Tech trends
  • Sustainability
  • About Us
  • Partner with us
No Result
View All Result
UK IT Channel News | IT Channel Oxygen
No Result
View All Result
Home Tech trends

IBM rolls AWS Marketplace resell scheme to UK

Big Blue enables UK partners to resell its software on hyperscale marketplace

Oxygen staff by Oxygen staff
8 February 2024
in Tech trends
IBM and AWS montage
Share on LinkedinShare on Twitter

IBM has rolled a programme enabling its channel partners to resell IBM Software on AWS Marketplace to the UK, citing “strong adoption” in the US.

Hyperscaler marketplaces are becoming big business, with Canalys in August labelling them “one of the most disruptive forces in global technology channels”.

Big Blue moved to ensure its partners were getting a slice of that action in its native US just over a year ago.

“Given the positive response from partners and clients, IBM is announcing the second phase, extending the program to the UK, Germany, France and Denmark,” David La Rose, GM, IBM Ecosystem, Sell, confirmed in a blog post this morning.

“Supporting partners and clients where they are, however they want to transact, is IBM’s priority and we will continue to find ways to foster collaboration and make it easier to do business with us. Based on partner and client demand, we expect the programme to continue expanding to other countries in EMEA and beyond in the future.”

Partner perks

Global sales of third-party vendor and software services through cloud markteplaces will grow by a CAGR of 84% between 2020 and 2025 to hit $45bn (close to 5% of the total market), according to Canalys.

AWS Marketplace is a digital catalogue designed to make it easy for users to find, test, buy, and deploy software that runs on AWS.

In October, Crowdstrike claimed it became the first cybersecurity vendor to sell more than $1bn of software through AWS Marketplace.

Although the hyper growth of cloud marketplaces brings “clear risks” for the channel, in reality their momentum “will increasingly depend on partners”, Canalys chief analyst Alastair Edwards asserted.

Graham Charlton, Softcat

Talking to IT Channel Oxygen in October, Softcat CEO Graham Charlton (pictured) said he “definitely see[s] [AWS] as a partner and not a competitor”.

“It’s a new method of distributing software. But what marketplace doesn’t do is provide the advice around the solution and how to licence, manage and implement it, which we do,” he said.

IBM is selling the programme as a win-win for partners and customers, with the latter given “more choice than ever” and IBM partners “benefiting from access to a new client base, accelerating deal cycles, and removing friction from the sales process”.

Tags: AWSfeaturedIBM
Previous Post

‘Big loss’: Channel digests Tomlin’s Dell departure as Murphy heads to TDSynnex hotseat

Next Post

‘We pick on each other a lot’ – Climb Global Solutions duo on chemistry that built $1.2bn distributor

Related Posts

Sagar Gandi, Nuvias UC
Distributor

Nuvias UC makes techie boast as it hits ‘huge’ migration milestone

10 July 2025
Ingram Micro HQ
Cybersecurity

Ingram Micro ‘grateful for support’ as it restores business operations

10 July 2025
Gordon Thomson, Cisco
People Moves

From account manager to EMEA President – meet Cisco’s new regional leader

9 July 2025
Gavin Bell, Econocom
M&A

Econocom buys an Irish AV firm, just like it said it would

9 July 2025
Guy Hocking, Utilize
Distributor

Give Ingram Micro breathing space, UK partner says after outage briefing

8 July 2025
Mark Lee, Sales Director, NormCyber
People Moves

Former Nasstar duo reunite at NormCyber

8 July 2025
Tom Stephens, Techary
Big Interview

‘Who’s this £25m VAR growing at 75%?’ – Techary CEO on its lightning growth

8 July 2025
Raymond Ma, Alibaba Cloud
AI

Alibaba Cloud lobs $60m at partners

7 July 2025
Next Post
Dale Foster and Charles Bass, Climb Global Solutions

‘We pick on each other a lot’ – Climb Global Solutions duo on chemistry that built $1.2bn distributor

Follow Us

IT Channel Oxygen keeps you informed on the UK IT channel and its sustainable transformation. Learn more

  • About
  • Our Team
  • Partner with us
  • Privacy Policy
  • Terms & Conditions
  • News
  • Cookie Policy (UK)

© 2025 IT Channel Oxygen

Manage Cookie Consent
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behaviour or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
Functional Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes. The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
Manage options Manage services Manage {vendor_count} vendors Read more about these purposes
View preferences
{title} {title} {title}
No Result
View All Result
  • Oxygen 250
  • Must-Know Distributors
  • Member area
  • KOcycle Zone
  • Big Interview
  • News
  • Indepth
  • About
  • Partner with us

© 2025 IT Channel Oxygen