While most channel partners would bill themselves as independent trusted advisors, in reality you can’t be all things to all people.
The 250 firms in Oxygen 250 2026 have all had to make fine judgement calls on which potential vendor allies to embrace or banish.
In a minority of cases, Oxygen 250 firms have dedicated themselves to just one.
This includes 101st-ranked Inoapps, which proudly states that “Oracle is in our DNA”, as well as 135th-ranked DTP, which marks itself out from other resellers with its laser focus on HP/HPE.
A substantial number have built businesses almost entirely around Microsoft. This includes 83rd-ranked Transparity, whose CEO Paul Bolt in October revealed he has a rule about not “polluting” its Microsoft focus when it comes to M&A.
“The furthest we’ve ever rowed back is 94% Microsoft revenue and 6% other,” he told us.
Some Oxygen 250 outfits have recently shifted away from single-vendor business models, with 136th-ranked Google partner Telana last April moving to acquire Microsoft house Sundown.
CEO Andre Azevedo claimed a combined Google and Microsoft partner is “what customers are asking for”.
“Sometimes being a single-threaded partner has precluded us from being a trusted advisor to our customers,” he said.
At the other end of the scale, the big etailers and VARs commonly represent dozens – and sometimes hundreds – of brands. 7th-ranked XMA has 95 vendor logos on its website, for instance.
Space permitting, we have tried to name- check key vendors in as many of the 250 profiles as possible.
Unsurprisingly, Microsoft garners the most mentions, with Cisco and Dell rounding out the top three (HPE had more mentions that Dell when factoring in Juniper and Aruba).
Download Oxygen 250 2026 here.
Visit the Oxygen 250 2026 hub here.
