Techaisle Blog

Partner behavior is evolving rapidly in 2024 and 2025, with a heightened focus on growth, speed, and innovation. To achieve these goals, partners are aggressively pursuing new customers, automating processes, and integrating AI into both their product offerings and internal operations. This strategic shift is driven by the recognition that AI has the potential to reshape the partner ecosystem, demanding a pivot from vendor dependency to customer-centric value creation. As a result, partners are prioritizing specialization and agility while placing a premium on developing AI capabilities. Red Hat's timely updates to its partner program acknowledge these shifts and position the company to support partners in navigating this dynamic landscape.

In July 2024, Red Hat introduced an enhanced unified global partner program. I was fortunate to have had some involvement with the Red Hat partner team as it developed its strategy for partner business empowerment. Red Hat’s Partner Program is flexible and globally consistent, enabling partners to customize their participation while maintaining a unified approach across regions. It aims to build strong relationships and drive mutual growth globally.

Let us go deeper into each area, which I feel the partners and partners’ customers will appreciate.

Program Structure

Red Hat's Partner Program balances global consistency and local flexibility, empowering partners to tailor their participation to specific market needs while upholding a unified partnership approach. According to Techaisle's Partner Survey, 46% of global partners desire vendor partner programs that maintain a consistent framework while accommodating regional variations. This structure allows partners to customize their participation according to their unique business needs while ensuring a unified approach across various regions. The program is built to accommodate multiple types of partners, including resellers, system integrators, distribution, and independent software vendors, providing them with the necessary tools and resources to succeed. By maintaining a globally consistent framework, Red Hat ensures that all partners access the same high-quality support and opportunities regardless of location. This approach fosters a strong sense of community among partners and helps Red Hat maintain its standards and deliver exceptional value to its customers worldwide.

Over the past four years, the IBM-AWS partnership has evolved into a unique success story. Unlike many other collaborations, this partnership is a complete 360-degree relationship, encompassing a wide range of collaborations. These two tech giants have achieved remarkable milestones in a relatively short timeframe. IBM Consulting, for instance, boasts an impressive number of AWS certifications (over 23,000) and competencies (19). They are also working together on the cutting-edge field of Generative AI (Gen AI). The partnership has fueled significant growth in adopting Red Hat Open Shift on AWS (ROSA), a native service within the AWS console, proving instrumental in IBM's hybrid cloud strategy. This strategy prioritizes co-existence between cloud and mainframe environments. The focus on collaboration extends to mainframe application modernization, where IBM and AWS have developed valuable patterns that showcase the combined power of these technologies. Additionally, a clear roadmap has been established for watsonx on AWS, with integrations underway with SageMaker, Bedrock, and other AWS products to accelerate Gen AI development and generate a wealth of practical use cases.

The partnership extends beyond just collaboration on specific technologies. IBM software is experiencing a surge in popularity on the AWS platform, with 29 products now available as-a-service offerings. This is part of a larger picture that includes 29 IBM software products and 44 transactable marketplace listings on AWS. The resell model for these offerings has also seen expansion, now encompassing five countries: the US, France, Germany, Denmark, and the UK. Furthermore, a two-tiered distribution model has been established in these countries with industry leaders like Ingram Micro, TD Synnex, and Arrow, further strengthening the reach of these combined solutions. Notably, a significant portion of IBM's partners are already established AWS partners. These partners recognize the value proposition of adding IBM solutions to their offerings, creating a win-win situation for all parties involved – IBM, AWS, and their partners, who can now deliver even more comprehensive solutions to their customers.

In the latest move, IBM and AWS have announced a strategic partnership that promises to reshape the landscape of AI and data technology. This alliance will provide partners and clients unprecedented access to advanced technologies, opening up new avenues for growth and innovation. The collaboration between these two tech giants means clients will now have enhanced access to IBM's robust AI and data platforms through AWS's expansive marketplace. This integration allows for the seamless adoption of sophisticated tools to drive business transformation. With IBM's technology becoming available on AWS, the marketplace is poised to expand significantly. Partners can leverage this opportunity to offer a broader range of services and solutions, catering to the diverse needs of businesses across various industries. The synergy between IBM's AI and data expertise and AWS's cloud infrastructure is expected to deliver enhanced business value. Clients can expect more efficient operations, improved customer experiences, and the ability to tap into new markets, thanks to the comprehensive solutions provided by this partnership.

The IBM-AWS partnership is more than just a collaboration; it's a fusion of strengths that will empower partners and clients. As the partnership evolves, we can anticipate a wave of innovation that will lead the way in AI and data technology, ultimately benefiting businesses around the globe.

Google, a trailblazer in Artificial Intelligence (AI), has made significant strides since the introduction of Transformers in 2017. These neural network architectures have revolutionized natural language processing and AI. Google’s dedication to making AI accessible and valuable for all is evident in its development of an infrastructure designed to manage vast data quantities while maintaining stringent data security.

Google’s innovations span Vertex AI, Duet AI, Google Cloud Infrastructure, and the AI Ecosystem. These components are intricately woven into its cloud services and workspace tools. Google acknowledges the necessity of staying abreast of current trends through innovation and the imperative of protecting AI models and data from potential threats.

Furthermore, Google emphasizes the value of partnering with service providers experienced in AI to help businesses maximize the benefits of AI products. Through these technological advancements and collaborative initiatives, Google aims to contribute significantly, especially to clients who may lack easy access to machine learning specialists.

Vertex AI: Google Cloud’s Platform for Generative AI Applications. How Google Cloud’s Vertex AI Enhances Gen AI Capabilities for Businesses

Google Cloud’s Vertex AI, a platform designed to assist developers in creating applications using Generative AI (Gen AI) models, offers new services such as Enterprise Search and Conversations. Since its launch in 2021, Vertex AI has been instrumental in managing the complete lifecycle of AI models, from discovery, training, tuning, and testing to evaluation, control, and deployment. Google Cloud Next 2023 announced significant enhancements to Vertex AI, focusing on how Gen AI capabilities can augment Vertex AI for businesses.

The aviation phrase “all thrust, no vector” is sometimes used to describe individuals or initiatives that exhibit a great deal of energy (such as the power required for a plane to achieve liftoff) but no clear sense of direction. It is an apt description of the current state of the IT channel.

• The IT channel is facing several challenges, including the need to deliver more business value, the shift to as-a-Service contracts, and the need for new skills.
• There is no clear consensus on the best way to address these challenges.
• Channel partners are struggling to find a balance between investing in new initiatives and maintaining their existing operations.

Consider the critical business issues identified by survey respondents in Techaisle’s survey as a starting point. Ten issues (from a list of 19 options) were identified as important by more than one-quarter of respondents, but not one was identified as important by more than half. Respondents are trying to reduce volatility in their businesses by managing uncertainty, reducing churn, and focusing on customer retention – and/or they are attempting to drive growth by improving speed to market, focusing on new markets, and increasing the number of offerings sold to each customer – and/or they are looking to shore up core operations through improving sales and marketing effectiveness, attracting and retaining employees, and increasing engagement with vendor partners.