Partner programs are entering a period of meaningful transformation. As 2026 progresses, several forces are reshaping how vendors and MSPs collaborate. It is revealing a clear shift away from pure product resale and toward services-led channel models.
A significant change is the growing emphasis on services. MSPs are increasingly expected go beyond reselling software to deliver value-added offerings, such as consulting and implementation.
Key Forces at Work in the Channel
Below are the four key trends that are defining the industry landscape in 2026.
Trend #1: Fairer, Simpler Partner Programs
Many software vendors are tightening their partner programs by raising entry requirements and reducing margins, particularly for smaller partners. This makes it harder for new MSPs to enter the channel and for existing ones to scale profitably.
As a result, partner-first programs are increasingly important. Successful partner programs recognize different partner sizes and business models. They also offer transparent margins, lower barriers to entry, and clear, achievable incentives.
Free training, straightforward certification paths, and strong partner support will be essential to help MSPs win new business and effectively support existing customers.
Trend #2: Broader Partner Ecosystems, Deeper Specialization
Traditional reseller models are evolving. Software vendors are expanding their partner ecosystems to include MSPs, system integrators, and independent software vendors alongside traditional resellers.
This diversification is driving innovation across end-user computing, cloud, and managed services, while also encouraging greater specialization. Partners are focusing on areas such as security, automation, integration, and ongoing service delivery.
Michael Hopfinger
Trend #3: Cloud Marketplaces Redefine the Partner Role
Cloud marketplaces are not eliminating the channel, but they are fundamentally changing how partners add value. MSPs that rely solely on license resale will find it increasingly difficult to compete. Those that focus on consulting, deployment, and migration will be better positioned for long-term success.
In response, leading partner programs are adapting with strong margins on both new business and renewals, MSP-friendly billing and migration tools, and streamlined onboarding supported by free training and certification. These changes enable partners to transition from license resellers to service-led providers.
Trend #4: Hardware Constraints Accelerate the Shift to Centralized Delivery
Ongoing memory and component shortages are forcing organizations to rethink traditional device refresh strategies. Simply adding more RAM to every endpoint is expensive and inefficient, especially as workloads grow more complex and AI-driven applications enter the scene.
As a result, more organizations are turning to centralized delivery models. Examples include VDI and DaaS, where compute and memory resources are pooled and shared rather than duplicated across devices. For most employees, performance no longer depends on powerful local hardware. Rather, access to a consistent, secure front end while processing happens in the data center or cloud is more important.
This shift creates a significant opportunity for MSPs. Instead of competing on hardware margins, service providers can help customers modernize end-user computing strategies, reduce endpoint costs, and extend device lifecycles through centralized architectures.
MSPs that position themselves as trusted advisors on workspace delivery and resource optimization will be best positioned to build long-term customer relationships.
Where the Channel Is Headed
Looking ahead, the channel will be defined by service-led models, specialization, and flexibility. Partners that adapt early and evolve beyond traditional resale will be best positioned to grow in the years ahead.
Michael Hopfinger, senior vice president of global sales at Parallels, leads the company’s worldwide sales strategy, focusing on delivering secure and flexible solutions for remote work and virtualization. His extensive background in channel operations and partner ecosystems has equipped him with a deep understanding of the challenges and opportunities businesses face in dynamic and competitive markets.
Featured image: InfiniteFlow — stock.adobe.com
