Canalys：2028年顶级云厂商Cloud Marketplace销售额预计达850亿美元

智通财经08-28

智通财经APP获悉，Canalys发文称，预计到2028年，通过亚马逊云科技、微软及谷歌云等顶级云厂商Cloud Marketplace(云市场)销售的企业软件的销售额将飙升至850亿美元，远超2023年的160亿美元。企业客户通过这些顶级云厂商Marketplace购买第三方软件可获得云积分。此外，倾向通过数字化渠道交易的这类数字优先的买家群体逐渐扩大，正在重塑企业客户的采购行为、厂商的销售策略...

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Marketplace(云市场)销售的企业软件的销售额将飙升至850亿美元，远超2023年的160亿美元。企业客户通过这些顶级云厂商Marketplace购买第三方软件可获得云积分。此外，倾向通过数字化渠道交易的这类数字优先的买家群体逐渐扩大，正在重塑企业客户的采购行为、厂商的销售策略以及渠道模式。尽管目前多数厂商通过这些Marketplace“直接”触达终端用户，但渠道伙伴的重要性不可小觑。Canalys预测，到2027年，超过50%的市场销售额将经由渠道伙伴实现。企业用户已明确表态，未来数年间，他们将向业界领先的三大顶级云厂商投入超过3600亿美元的巨额资金。随着企业愈发倾向于在第三方软件和SaaS(软件即服务)上消耗其云积分，资金正流向这些顶级厂商的Marketplace。尽管亚马逊云科技Marketplace在销售额上一直保持领先地位，但微软与谷歌云正不遗余力地追赶，力求缩小与行业龙头之间的差距。面对当前IT预算紧缩的困境，既能利用既有的云预算额度灵活采购各类软件及网络安全产品，同时又可享受一站式账单处理和集中采购带来的便捷，这一机会对企业而言，无疑具有强大的吸引力。这极大地激发了各技术领域厂商的热情，他们纷纷涌入顶级云厂商的Marketplace，竞相销售其产品。CrowdStrike与Snowflake率先在这一领域取得了重大突破，公开宣布通过云厂商Marketplace的累计销售额突破10亿美元大关。与此同时，众多顶尖的软件和网络安全领域的领军厂商正踊跃采纳并推行这一分销策略。步入2024年以来，包括思科(Cisco)、Citrix、IBM、NetApp、Nutanix、Red Hat、Salesforce、ServiceNow以及Zoom在内的众多业界知名厂商，不仅成功在顶级的Marketplace上推出了各自的产品与服务，还进一步扩大了销售网络。与此同时，众多“数字原生”小型独立软件开发商(ISV)也将三大顶级云厂商平台视为其市场拓展的战略支点。作为首要分销策略，他们纷纷与这些平台深度融合。为了吸引更多开发商加入其云平台，顶级云厂商正不遗余力地加大投资力度，在Marketplace的联合销售资源、需求创造、销售激励方案以及渠道拓展计划(包括削减Marketplace上架费用)上持续深耕。随着厂商纷纷采纳以合作伙伴为核心的Marketplace战略，渠道已然成为顶级云厂商之间争夺的关键高地。通过诸如亚马逊云科技的渠道合作伙伴专属优惠(CPPO)、微软的多方专享优惠(Multiparty Private Offers)，以及谷歌云最新推出的云市场渠道专享优惠(Marketplace Channel Private Offers)等一系列创新举措，厂商不仅赋予了合作伙伴在顶级的Marketplace上为客户打造个性化优惠的权限，同时也致力于维护渠道利润。Canalys首席分析师Alastair Edwards指出：“渠道对Marketplace的崛起感到忧虑，但无论是顶级云厂商还是其他厂商，都高度认同渠道伙伴在促进客户采纳新技术与推动业务增长方面发挥了至关重要的作用。客户往往倾向于选择那些值得信赖的合作伙伴来协助他们管理云服务的承诺支出。这些合作伙伴能在多个Marketplace上为客户筛选和整合最适合的技术解决方案，还能提供专业的服务和技术支持。”IT分销商正面临着来自顶级云厂商Marketplace的激烈竞争，这些Marketplace本身就是数字分销平台。然而，对于云服务在全球范围内采用率的增长，分销商将发挥核心作用，他们不仅是解决合作伙伴与厂商运营挑战的关键力量，更是支撑起日益增长、偏好此类购买方式的二级合作伙伴客户群体的坚实后盾。Canalys预测，为了应对这一趋势，未来将有更多像AWS 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