TD SYNNEX published its third-annual Direction of Technology report. This study reveals that – as the tech landscape evolves – businesses are increasingly planning strong technology infrastructure investment, leveraging high-growth technology and working in close conjunction with trusted partners.
The report is based on a survey of over 1,000 technology resellers, SIs, service providers and MSPs from 60+ countries, worldwide. Respondents shared accelerating investment in AI and GenAI, with nearly half saying they plan to offer AI-driven solutions within the next two years.
TD SYNNEX also emphasized the critical role of security as the top partner offering, underscoring the need to balance innovation with risk mitigation. When it comes to doing business, resellers prioritize affordability and flexibility, responding to the evolving needs of their customer base.
“For the third straight year, the Direction of Technology report provides a clear picture both of the current state of the technology market and areas where businesses say they plan to invest the most,” said Patrick Zammit, CEO, TD SYNNEX. “This year, we’re seeing much more detail on how partners are embracing the power of AI and cloud technologies while making technology more adaptable to the needs of their customers. At the same time, they are balancing the need for robust security and regulatory compliance across all industries.”
Other highlighted global trends influencing the IT market in 2024 include:
- Tech leaders viewing certifications and specialization as keys to success in the dynamic tech marketplace, especially in cybersecurity (58 percent), data privacy (58 percent) and AI (45 percent). At the same time, they find themselves optimizing flexible spending solutions to meet the needs of their customer base in a shifting economic climate.
- Channel partners facing mounting pressure to make the case for high-growth technology, with 44 percent planning to offer AI in the next two years. To power the future, the ecosystem is investing in core technology such as security and hardware, ensuring that the new goes hand-in-hand with the foundational.
- Products at the intersection of security and innovation driving the financial success of the channel and the broader marketplace. Respondents identified security as the top profit generator in the ecosystem, while networking, endpoint devices, AI and hyperscale infrastructure round out their top drivers.
- The technology ecosystem thriving when leaders embrace the interconnection of the channel. With 73 percent of IT spend driven by partners in 2024, collaboration seems to be crucial as the channel contends with rising competition and technological transformation.
- Across all industries, global topics such as climate change, human rights and strong corporate governance are changing the regulatory and risk landscape. Respondents are keenly aware of this, identifying ESG standards as a top challenge for their business in the next two years. To stay on top of this shifting landscape, partners plan to offer technology solutions that help customers move toward a more sustainable and equitable society.
“By focusing on these key trends, companies will not only be ready to adapt, but to thrive,” said Jill Kermes, corporate VP, global corporate communications and citizenship. “Looking ahead, technology leaders must stay focused on how to best optimize and grow their business, as well as how they can deliver solutions that best support the people who will use them.”
In addition to the report, TD SYNNEX also plans to publish supplemental documents for each of its global regions: North America, Europe, Latin America / Caribbean and Asia Pacific / Japan, later this year.
