This is a guest-contributed article from Jay McBain, Chief Analyst at Canalys.

The platform economy has fundamentally reshaped the way we live, work, and consume. From ride-hailing services to online marketplaces, platforms have disrupted traditional industries and created new opportunities for businesses and individuals alike. In 2025, Canalys expects over $1 trillion to flow through platforms in the technology industry. To thrive in this dynamic ecosystem, understanding the key principles and strategies for success is essential.

The industry is transitioning to a new, younger buyer. In fact, the majority buyer of hardware, software, and services in the global $5.4 trillion B2B technology spend will be majority millennials – born after 1982. These buyers are digital-first (or digital-only), subscription and consumption-friendly, and have shifted their primary buying criteria to quality of integrations. These new buyers are also 82% multi-cloud in their decisions, build seven-layer tech stacks of best-of-breed products, and view partnering as a team sport with upwards of seven partners on average adding value through their journey.

In the cloud market, AWS, Microsoft and Google have moved away from the pack and built powerful platform multipliers for different types of partners to be successful. A similar trend is happening in cybersecurity in 2024 as a small number of powerful platforms have formed inside the 6,500 vendors competing for the $87 billion hardware and software security market.

The ability to serve technology buyers with the plethora of options from edge computing to hybrid to cloud has created a large opportunity for distributors such as TD SYNNEX to serve as an ecosystem orchestrator for solutions partners, Managed Services Providers (MSPs), Independent Software Vendors (ISVs), and dozens of other partner types trusted by the customer.

Core to this orchestration is a global cloud management platform that unifies all vendor systems into a single, consistent format, greatly enhancing the ease of end-to-end management for partners. That platform is StreamOne®, and it is more than just another digital marketplace; it’s an ecosystem of ecosystems that’s providing tremendous value to the channel.

Defining What a Platform Is

At its core, a platform is a digital infrastructure that facilitates interactions between two or more distinct groups. These groups, often referred to as “sides,” can include consumers and producers, businesses and customers, and the partners they trust. Platforms such as StreamOne® create value by connecting these sides, providing co-selling, co-innovation, co-development, and co-keep activities, in addition to a robust global transactional system.

To drive growth, platforms aim to reach a critical mass of users, creating a self-sustaining cycle of value for both new and existing clients. By fostering interdependence, the platform encourages users to rely on one another, enhancing its overall value and appealing to today’s digital-first buyer through interconnected, valuable interactions.

For successful outcomes the platform must have an intuitive user experience, simplifying complex technology interactions across multi-layered solutions and partnerships. A clear value proposition highlights benefits for customers, partners, vendors, and distributors, shifting from a pure margin model to one that delights customers and fosters long-term relationships.

Another key principle is the prioritization of trust through transparent practices and robust security, ensuring reliability, scalability, and a streamlined experience for all participants. Fair, equitable policies simplify contracting, invoicing, and billing, reducing time-consuming manual tasks and enabling partners and vendors to focus on growth.

Platforms like StreamOne® have many years of development and real-world testing behind them and significant roadmaps for innovation moving forward. Based on user feedback and data insights, these platforms can continue to evolve and stay in front of the rapid change this industry is known for. For example, generative AI is introducing highly complex pricing models around the consumption of specific agents that can only be executed inside a digital marketplace. Combining legacy procurement models with subscription, consumption, and the emerging pricing models requires ongoing development and continuous innovation.

Platforms tend to stay ahead of the curve because they are leveraging emerging technologies like the AI cognitive engine in StreamOne®, which enables cross-sell and upsell recommendations. With the core objective of serving all sides of the network, from customers, partners, vendors, and distributors, platforms will ensure that all boats continue to rise.

Empowering Partners and Vendors for Success in the Global Platform Economy

Winning in the platform economy requires a combination of strategic thinking, technological innovation, and a deep understanding of customer needs. Partners and vendors should be encouraged to employ creativity and experimentation within their organizations as platforms take us through the next generation in the technology industry.

Note from the TD SYNNEX: About StreamOne®

StreamOne^® is more than just a marketplace – it’s a global cloud management platform, with capabilities to fuel innovation and achieve operational efficiency and scale. StreamOne® is a global, multitenant platform, with full capabilities available worldwide in all geographies, to include over 80 countries, 22 currencies and 16 languages.

With comprehensive hyperscaler coverage, the platform’s capabilities, including Professional Services Automation (PSA) Connectors, commerce Application Programming Interface (API), and white label storefronts, unlock efficiencies and opportunities for partners of all sizes. Other StreamOne® innovations around Security Operations (SecOps), and integrations with key Hyperscaler marketplaces are also driving this platform economy forward.

Along with StreamOne® platform capabilities, TD SYNNEX also delivers the enablement and programs necessary for revenue growth in the rapidly changing digital landscape such as Destination AI™, Cloud Labs, Channel Academy, and MSP Evolve™.

To learn more about the features and capabilities available through StreamOne®, visit the StreamOne® Landing Page.