Which growth processes will you use to integrate sustainability into digital transformation strategies?
Selective Partnering in Europe: In-house First
One notable difference between Europe and other regions is how companies approach third-party support and managed services. Just 55% of European firms currently engage digital services partners, compared with 68% globally. Another 12% plan to do so by 2026, showing steady but selective growth.
This reflects three realities: strict regulatory environments, a strong preference for in-house control, and cost discipline in a slow-growth economy. When third-party partners are brought in, it is typically for high-impact, cross-functional projects where internal expertise in cloud security or specialized operations is limited.
- For providers, the message is clear: winning business in Europe requires trust, compliance, and specialization. Firms want partners who bring unique expertise, not generic offerings.
Wondering how SMB tech investment strategies will differ from those of larger enterprises?
Thriving Amid the Cloud Revolution
In conclusion, European businesses and SMBs may be moving at a measured pace, but they are moving with purpose. They see cloud and AI not as nice-to-have technologies but as essential foundations for growth, resilience, and sustainability.
For providers, the opportunity is not just to sell infrastructure but to become trusted partners in transformation. By addressing cost management, supporting AI-driven innovation, and aligning with sustainability goals, they can help businesses navigate complexity and unlock the true potential of the cloud era — Which business models and partnership strategies will help your organization thwart growth barriers in the cloud?
Get in touch with our Cloud Business Solutions experts to know more about evolving customer needs, tech adoption rates, infrastructure preferences, growth drivers, and new opportunities across the cloud value chain.
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