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the transition, minimise disruption and demonstrate measurable business outcomes. Vendors should provide clear migration frameworks, best practice guidance, assessment tools, security expertise, training and ongoing customer success support. The strongest vendors help customers understand where they are today, where they want to be tomorrow and the most practical route to get there. Cloud adoption should be viewed as a business transformation project rather than an IT upgrade. That means supporting customers across change management, security, workflow optimisation and user adoption, not just deployment. Partners and vendors that collaborate closely throughout that journey will be the ones that build long-term customer relationships. David Smith: Vendors have a critical role to play in simplifying what can often be a complex transformation programme. Customers need more than technology; they need guidance, best practice and a clear roadmap. Leading vendors such as Xerox and HP have invested heavily in cloud-first portfolios that extend beyond print management to include workflow automation, analytics, security, intelligent document processing and digital collaboration. Vendors should help customers understand how these technologies fit together to deliver measurable business outcomes, whether that is reducing infrastructure costs, improving compliance, automating document-centric workflows or enabling AI-driven insights. Successful cloud adoption happens when vendors, partners and customers work collaboratively to align technology decisions with broader business objectives rather than treating cloud migration as a standalone IT project. Ryan Green: Vendors have a crucial role to play in helping customers navigate their cloud journey successfully. Technology is only part of the equation. Customers need guidance, expertise and support to move to the cloud with confidence. The best vendors work alongside customers to understand their current environment, build a realistic migration roadmap, and address concerns around security, compliance, user adoption and integration with existing systems. At Carbon, we believe it’s our job to remove complexity. Our customers shouldn’t need to become cloud experts overnight. Our role is to simplify the process, provide clear advice, manage the transition, and ensure they realise the full benefits of their investment. I think customers are now looking for more than a technology provider they’re looking for a trusted partner. The vendors that will stand out are those that can combine great technology with practical expertise, ongoing support and a clear strategy. Ultimately, successful cloud adoption comes from making complex technology easy to understand, easy to implement, and easy to deliver value from. Beatrice Genovese: With customers increasingly valuing cloud transition support when evaluating suppliers,
or due to business constraints that make a fully cloud‑based solution impractical. Over the next five years, I would expect that as hybrid models become more established and are successfully adopted across organisations, many businesses will transition to fully cloud-based deployments where possible. That said, I believe we are still relatively early in this journey at this stage. PrintIT Reseller : 40% of organisations now regard cloud transition support as a very important factor when selecting a supplier. What role should vendors play in helping customers navigate their cloud journey successfully? Toni Gibiino: Vendors need to provide more than technology and product training. They should give channel partners clear architectural guidance, realistic migration pathways and the tools needed to explain security, data sovereignty, integration and commercial value to customers. Customers also need clarity around what can move to the cloud immediately, what should remain on- premise and how the two environments will operate together during the transition. Vendors can support this through well-defined deployment models, strong integration capabilities, transparent service levels and predictable commercial structures. However, successful adoption will depend on close collaboration between vendors and channel partners. Vendors provide the platform and roadmap, while partners bring the customer knowledge, consultancy and ongoing service capability. When those roles work together effectively, cloud transition becomes a managed business change programme rather than simply a technology installation. Martyn Williams: Technology alone is no longer enough. Customers need trusted advisors who can simplify
Daniel Gilbert
Peter Shackleton
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