Techaisle Blog

In all sectors, the last two years were tough – and as a result, 2022 is challenging from a market planning perspective. As we enter 2022, IT product and service suppliers are looking to create a context for understanding the range of outcomes that the new year may bring. Techaisle is launching its "2022 in Focus" research series to support that effort, which illuminates issues and requirements in the vast SMB and midmarket segments. To begin with, here are our top 10 (and additional 3) predictions for 2022. After surveying thousands of SMBs and midmarket firms, having hundreds of depth calls, we identified over thirty trends. After that, we systematically prioritized ten predictions for your consumption.

We look forward to working with you in the year(s) to develop fact-based perspectives on the issues that shape the success of the IT industry.

SMBs are an excellent indicator to measure the economy's pulse in any country as they constitute over 90 percent of global businesses. They intricately link to large companies, government departments, and educational institutions as both suppliers and customers. In addition, a large percentage of consumers rely on SMBs for products and services that they consume within their households. Technology plays an integral part in the daily operations of SMBs across all departmental functions, including sales, marketing, operations, finance, and customer support.

Over the last three decades, the global SMB (1-999 employee size) market has been the growth engine for the IT industry at large. The path to business growth, strategy to deal with the competitive landscape, route to profitability were predictable and linear. And the way to adopting technology was also predictable and linear. The business pressures existed, but they were few and came on slowly. But it is not so anymore. Today, business pressures are increasing, coming from all directions - cash flow constraints, access to capital, competitive landscape, need for innovation, digital transformation, erratic revenue, uncertainties, the pace of technology change, and many more. A Techaisle survey found that a typical business leader deals with an average of five business pressures daily.

What is more telling is that 52 percent of SMBs deal with more than five pressures daily. These would be enough to put the brakes on any regular business operation. COVID did just that. Small businesses are struggling with revenue loss, attracting and retaining workforce, and lacking access to capital. As a result, technology has become even more important than two years ago. To manage costs, drive growth and enable resiliency, Techaisle data shows that 41 percent of small businesses have accelerated their digital transformation initiatives. However, for 55percent of small businesses IT budget is not sufficient to meet their needs. In addition, 63 percent of small businesses are actively looking for external guidance on cost-effective technology solutions.

Launched in July 2021, Lenovo's "Evolve Small" is a purpose-driven campaign centered on lending small businesses a helping hand. Founded on the principles of aid, mentorship, and community, the "hug and a hand" approach essentially focuses on three primary vital areas:

1. Financial assistance
2. Business mentoring and consulting
3. Rallying local communities to support their small businesses

The chief architects of the "Evolve Small" campaign are John Bischof (Executive Director, SMB Sales) and SMB Segment Marketing Managers, Megan Wine & Michelle Wiese.

As part of the program, Lenovo has committed US$1 million in grant funding to support BIPOC-owned (Black, Indigenous, and People of Color) small businesses. To facilitate and administer the grants, Lenovo has partnered with LISC, a non-profit organization in the US and a non-profit organization in Toronto, Canada. What is unique about the grants (average of US$10,000 per small business) is that they come with business development support. Techaisle believes that business development mentoring and community outreach is essential differentiation. Techaisle data shows that small businesses prioritizing growth are more likely to thrive in today's unpredictable economy than those focusing primarily on cost reduction or other 'business as usual' objectives. Business growth is more than simply increasing the top line in the digital world – though, of course, expanding the top line is a crucial measure of success. But growth also includes the ability to reach into new markets, identify and capitalize on adjacencies, and identify and integrate with suppliers who can extend the relevance of the small business in new ways. There is also follow-up, built into the campaign, where business development organizations that partner with the non-profit, LISC, help small businesses identify the best ways to use the funds (e.g., prioritize paying off some rent or paying employees) which new technologies they need.

The campaign has been rolled out across seven geographically diverse cities, including Raleigh, Chicago, Austin, Minneapolis, Phoenix, Seattle in the USA, and Toronto, Canada.

Xerox, an innovative technology company, was among the early pioneers of PC and ethernet technologies, which are indispensable in today's digital transformation. 3D printing and digital manufacturing are some newer areas of modernization. Among the more critical innovation focus areas is CareAR, which enables live visual interaction and contextual self-guided instructions. From an augmented reality standpoint, it empowers an agent to see what the customer is seeing and walks them through how to resolve customer support issues.

Unbeknownst to many, Xerox IT services is part of the next innovation cycle within the organization. Formed out of three wholly-owned companies, ESI, Lewan, and RK Dixon, Xerox aims to expand its IT services footprint, especially in the SMB segment, which Xerox defines from 25 employees to 2500 employees. Xerox has a growing SMB-focused IT services business, working either as an outsourced provider or in conjunction with existing IT teams to provide hardware and managed IT solutions to SMB clients through Xerox locations in the US, UK, and Canada. Xerox has aspirations to be the leading provider of professional IT solutions to the SMB Market. It is a challenging aspiration, but having deep partnerships with major IT manufacturers, being brand agnostic positions Xerox well in providing solutions that fit SMB customers' needs and budget. Xerox's uniqueness and differentiation lie in its ability to listen to the voice of the customer, offering the best technology solution possible with discipline, uniformity, and consistency.

SMB portfolio of services offerings – device procurement to complex consulting

As we had written in our 2021 predictions, SMB executive and corporate interest in digital transformation is a unique business driver for IT services' scale-up. The fear of digital inequality is acute. To accelerate migration to support a mobile workforce, anxious SMBs prioritize automation, application bandwidth, and analytics, each of which requires outlay services. SMBs increasingly need support for hybrid IT environments spanning conventional and cloud infrastructure, which strains the IT staff necessitating professional services skills. There is an urgent need to provide business consulting aligning cloud capabilities with SMB's business requirements, map specific cloud services to these needs, integrate cloud services with existing infrastructure and each other, and provide ongoing support. SMB issues in servicing hardware at home are demanding home office software/hardware packs for service.

Xerox has developed an entire portfolio of offerings that address each of the above.

• IT Hardware and Software - trusted advisor to source and support all foundational hardware and software needs
• IT product support services – deployment, installation and configuration, PC imaging and asset tagging, depot repair, warranty services
• IT Professional Engineering Services - Cybersecurity & device security, policy-writing, and threat assessment, Cloud technologies and migration, Data Center and network design, staffing
• Managed IT Services - Help desk support, Virtual CIO, network admin, remote monitoring & management, data Backup & Recovery

Techaisle expects strong growth for services spend. Techaisle market sizing data shows that the US SMB and Midmarket spend on IT services will be US$244B in 2023. Data also shows that 97% of SMBs have become more dependent on technology over the last three years because technology delivers enormous productivity, efficiency, reach, and related advantages. However, these benefits are not always readily accessible to SMBs with limited resources. Moreover, the complexity associated with advanced technology can discourage firms from investing in new technologies – to the extent that 61% of midmarket firms admit to ignoring technologies even though they may be helpful to the business. And the issue is unlikely to disappear in the future: more than half of midmarket firms believe that technology adoption is becoming more complex.

SMBs seeking to keep pace with global enterprises boasting far more extensive IT resources – are increasingly reliant on technology but have a limited pool of skilled IT staff members capable of delivering the services their operations require. Techaisle's research shows that many small and midmarket firms are making extensive use of external assistance – IT services provided by suppliers, rather than internal staff – and that use of service suppliers correlates directly with IT sophistication. Techaisle's research divides midmarket operators into three groups: basic IT or firms that are "focused on delivering core IT capabilities to internal users, but lack ability to expand into more sophisticated applications and technology categories;" advanced IT, businesses that have "progressed beyond core applications and are actively working with more sophisticated solutions;" and organizations with enterprise IT operations, in which "IT is run as a business, providing enterprise-grade support to all aspects of the organization. Roughly 60% of firms in the more sophisticated groups use managed services today, compared with less than half that number for organizations with only "basic IT." And even those that aren't already capitalizing on external services are moving in that direction: more than half of sophisticated IT user organizations who are not currently using managed services plan to do so soon. Xerox is aiming to bridge the gap between fully outsourced and on-staff capabilities to reduce the digital divide.

Xerox trains its sales personnel to sell products that fit the SMBs' needs and are not limited to Xerox's portfolio. As Rich Artese, General Manager, Xerox IT Services, says, "our brand agnostic approach to IT Services enables us to design the right solution for customers while taking into account their brand preferences and budget requirements."

Not a box pusher, not a copier supplier only – but an eight-story building

Xerox is not a box pusher. It is far from it. Besides deploying and managing laptops and desktops, Xerox serves cloud subscriptions. Its in-house solution architects design complex solutions for SMB customers, whether cloud migration or cloud technologies in general or data center solutions and wireless networking.

Xerox illustrates its portfolio of offerings in an eight-story building, representing a typical technology stack, technologies that SMBs require – and require integration across – to support current and emerging business requirements. Partnerships with Acer, Dell, HP, Lenovo for computing devices fit into the bottom floor. Moving up the building takes one to managed services requiring a specific skill set, managing software, and licensing for Microsoft, VMware and Cisco. Middle of the building are infrastructure technology solutions such as data centers, networking, storage, unified communications, security, and at the top are cloud solutions. The Xerox IT Services team holds many industry certifications. In fact, one of their engineers holds the prestigious HPE Aruba Ambassador designation, which is granted to only a limited number of people.

Small businesses are increasingly dependent on information technology. 78% of small (1-99 employees) businesses consider technology critical to their success. These small businesses are dealing with an ever-expanding portfolio of increasingly complex applications and platform technologies. Techaisle's small business research data shows that 73% prefer to purchase from a supplier who provides business issues focused technology advisory guidance and 64% want an IT supplier vested in customer success. In an IT environment that is already very complex and likely to become more so, trusted advisors are essential to small businesses. Launched in May 2016, Dell Technologies' Small business Advisor program has been consistently simplifying the technology complexity and removing the friction from purchase decision inertia.

There is a perception that Dell advisors only sell PCs. Reality is quite different than perception. The advisors advise and sell end-to-end solutions. For complex needs, such as digital transformation, Dell has a clear second-level escalation path. The front-line advisors can raise the small business needs to large order specialists or technical resources to work on complex solutions. These specialists have the depth to look over the needs and the entire customer account from an end-to-end perspective, provide infrastructure guidance, including VMware products, and configure solutions based on the customer's requirements.

The advisors are not sales agents. Instead, they have the expertise to determine where a small business is in its technology journey and thereby provide contextual guidance. Their goal is to advise customers on what they need and what they could get, what needs to get fixed, how to fix it, and how to get the right next solution. It is a much more holistic way to drive the customer experience. For example, over the last year, a vast majority of advisor conversations were around the following topics:

• Migration to a remote workforce – What is needed to support a work-from-home environment and individuals looking to maximize their home office setup?
• General solution guidance – If using software applications such as QuickBooks, Office, or CAD, what system would work best?
• The move from cloud to on-prem or hybrid environment – What are the benefits of data management, application performance, cost, and security?
• Supporting the rapid expansion of specific industries, as a direct response to the pandemic. For example, private healthcare, transportation, and niche service companies in the market.
• Private schools and other entities enabling remote learning/training.
• Upgrading outdated technology – End-of-life software applications, operating systems, expiring warranties, and low-performing/over-tasked hardware.
• Ensuring proper security in a rapidly changing IT landscape.

None of the above are simple technology adoption questions. They are also not point-and-click PC purchases. Techaisle data indicates that there is an interesting opportunity to connect high-value guidance with click-to-buy type options. However, this kind of offering needs a more extensive consultative capability in many cases. For example, nearly three-quarters of small business buyers would like their IT suppliers to provide technical advice directly connected to business issues. In addition, almost two-thirds want an IT advisor who is "invested in customer success." Dell has a very rigorous model of getting to know the customer. Customer conversations revolve around what solution the advisors are trying to help with and what problems they are trying to solve through technology.