9 Huge Opportunities for Microsoft Partners in 2012
http://rcpmag.com/articles/2011/12/08/9-huge-opportunities-for-microsoft-partners-in-2012.aspx
1. Communications
Product: Microsoft Lync
Competency: Communications
Microsoft recently split the Unified Communications competency into two. The Communications competency is now specifically for voice and video, and the expertise to do things like replace PBXes and set up voice lines. Microsoft is boasting of massive momentum for Lync, with a recent claim that Lync now has 3 million voice lines. This is the product for which several Microsoft executives have predicted hockey stick growth, and incentives and resources are aligned for partners that can help make that a reality.
2. E-Mail Servers
Product: Microsoft Exchange
Competency: Messaging
The other half of the former Unified Communications competency is the new Messaging competency — expertise in the good, old-fashioned practice of installing and supporting e-mail systems based on Microsoft Exchange. The e-mail server is the dominant corporate e-mail server, and enjoys a high place on Microsoft’s list of products that bring in more than a billion dollars in annual revenues.
3. Database
Product: Microsoft SQL Server
Competencies: Data Platform, Business Intelligence
With a new version of SQL Server about to ship (SQL Server 2012 hit the release candidate stage last month), the huge partner business around databases continues to be a significant area of focus for Microsoft. Company executives say they’re continuing to compete with Oracle for deals and want to equip partners to help win that business.
4. Business Collaboration Platforms
Product: Microsoft SharePoint
Competencies: Content Management, Portals and Collaboration, Search
Partners from a number of competency areas are eligible to bring their skills to bear on the business collaboration platforms opportunity around SharePoint.
5. Optimized Desktop
Products: Windows, Microsoft Office
Competency: Desktop
When it comes to Microsoft revenues, nothing is more important than the desktop. Since the MPN-related competency overhaul that went into effect in 2010, though, most of the emphasis on the desktop side has been on Windows alone. Microsoft is refocusing its efforts around desktop to put more resources and incentives in place to help partners work an Office component into their engagements.
6. Management & Virtualization
Products: Windows Server, System Center
Competencies: Virtualization, Systems Management
Next spring, Microsoft plans to merge the Virtualization and Systems Management competencies for partners. Also over the next few months, Microsoft is expected to release System Center 2012 components that integrate more virtualization management capabilities. But the company’s not waiting for that competency update or the product releases to focus partners on the opportunities in combining virtualization and systems management.
7. Customer Relationship Management
Product: Microsoft Dynamics CRM
Competency: Customer Relationship Management
Microsoft is planning to integrate its cloud computing products into many of the MPN competencies over the next few months. One area where that integration between on-premise and online within a competency is well underway is Microsoft Dynamics CRM. Microsoft is pushing hard against Salesforce.com with its hybrid-focused story and is putting resources in the field to help partners sell the solution.
8. Web & Software Development
Product: Windows Azure
Competencies: Web Development, Software Development
File this one under the category of Microsoft using its resources and incentives to try to create some momentum around a product. Windows Azure and the rest of the Azure platform is going to get a lot more attention within the MPN over the next year, according to Microsoft executives.
9. Emerging Markets
Products: All of the Above
Competencies: All of the Above
While the above examples are Microsoft’s Priority Workloads, the geographic area makes a difference, too. Generally, Microsoft is looking for nearly twice as much growth in emerging markets as in developed markets. The revenue expectations go up accordingly for Priority Workload areas. In short, Microsoft is advising partners in or near emerging markets to focus their efforts there.
