Pressure from All Sides AI doesn’t just introduce new capabilities; it exposes old bottlenecks. Many organizations expect their data storage needs to double by 2026, yet they’re already managing three times more data than anticipated. Nearly half of IT leaders cite data quality and availability as top concerns. The result? A rising demand for channel partners who can help not just with delivery but with design, implementation and optimization across hybrid environments. The State of Data Infrastructure Report found that 42 percent of IT leaders cite managing hybrid and multi-cloud environments as one of their top infrastructure challenges – underscoring the need for partners who can navigate that complexity with both speed and precision. To respond, more alliances are forming between infrastructure companies, cloud providers, ISVs and services firms – often blending capabilities to build joint solutions that solve business problems at scale. That’s where the real value of today’s partner ecosystem lies. Why Services Are the Stickiest Layer One of the more visible changes in channel strategy is the growing emphasis on services. Products alone don’t differentiate anymore. What matters is who can make them work – together, securely and efficiently. Up to 58 percent of IT leaders are prioritizing partner services to manage modern IT complexity, according to the infrastructure report. And according to IDC, global spending on professional and managed services tied to digital infrastructure is expected to surpass $400 billion in 2026. That might involve onboarding large data sets, ensuring interoperability between platforms or navigating the nuances of governance and compliance. The service piece becomes the connective tissue. It’s what allows organizations to move fast without compromising stability or trust. And this is where many partners are finding new relevance: by building capabilities that go well beyond fulfillment and into strategy, training, optimization and support. A Case for Ecosystems Old models prioritized control. But in today’s environment, flexibility is more valuable than exclusivity. The strongest partnerships tend to be those with built-in openness – where both sides can challenge assumptions, adapt offerings and share insights. That often starts with cultural fit. Successful collaborations require more than aligned technology; they need aligned incentives and a shared approach to problem-solving. In some cases, that might involve co-developing new solutions; in others, simply sharing go-to-market insights to better serve a mutual customer. It’s not a handoff. It’s a handshake. Beyond the Hype With AI adoption growing more than 220 percent in 2026 (as projected in the report), there’s pressure to move quickly. Yet there is a genuine danger of over-promising or concentrating too much on near-term victories such as launching a chatbot or retrofitting a workflow with machine learning. The companies making headway with AI are usually those addressing it as a foundation change – a priority, not an add-on. That implies reimagining infrastructure, data governance, talent models, and yes, channel strategy. Partners who can facilitate this type of long-term thinking, helping to bridge the gap between innovation and execution, will be in high demand. Effective channel strategies are no longer defined by the number of resellers or volume of units shipped. They’re defined by the ability to help customers move smarter, not just faster. They’re about reducing complexity, enabling agility and unlocking potential from the massive volumes of data companies already possess. In this environment, the most impactful partnerships are often the least rigid. They’re built on shared goals, not static contracts. They evolve with customers, adapt to new pressures and bring in the right expertise at the right time. That’s the opportunity in front of us – not just to meet demand but to shape what comes next. o Peter Bocquet is senior director, partners & alliances, APAC, Hitachi Vantara. Top Factors for Why AI Projects Have Been Successful Used high-quality data 38% Good project management/ governance 37% Partnerships with AI vendors/experts 37% Skilled AI team 36% Regular AI monitoring/ evaluation 35% Good department collaboration 34% Flexible/agile approach 32% Clear objectives/use cases 30% Continuous training 30% Strong leadership support 30% Robust infrastructure 27% Source: State of Data Infrastructure; Hitachi Ventures Areas IT Leaders Say They Need Help Implementing AI Building AI models / LLMs 32% Training IT staff 31% ROT data storage 28% Data preparation 28% Data processing 27% Secure implementation 27% Sustainable implementation 27% Providing scalable solutions 26% Making data available 25% Training users 25% Deciding use cases 24% Strategic implementation 23% Finding amount of unused data 22% Educating leaders 19% Across the entire process 3% We don’t need help 0% Source: State of Data Infrastructure; Hitachi Ventures 14 CHANNELVISION | WINTER 2026
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