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All the current theories and market signals point unanimously out that the cloud is one of the factors to completely shake up the market behaviour and totally transform the IT industry. The cloud adoption is going mainstream as it is about to tackle the core of the organisations. Its adoption has reached a considerable enough proportion so that it cannot be ignored anymore by any of the ecosystem players.
Additionally, the IT procurement process is also evolving, driven by the rise of social media and a channel mutation towards E-markets. The current transition period is more than favourable to conduct a research and get to know how these trends impact both the entire channel ecosystem.