State of the Industry


that long-term product roadmaps are harder to predict than ever. Organisations are realising that their ability to track, standardise, and interact digitally with customers is no longer a competitive advantage, but a requirement.” Tis acceleration is fuelling a surge in mergers and


acquisitions. Al Sibaie notes that companies are increasingly choosing to acquire smaller, specialised providers rather than build new capabilities from scratch. “Tese focused ‘point solutions’ bring agility and fresh thinking, allowing larger platforms to expand quickly and meet customer needs more comprehensively.” He expects this consolidation trend to intensify over the next 12 months as businesses race to keep up with digital transformation and rising customer expectations. But he also warns that not all acquisitions are equal.


“Acquisitions built purely around functionality or market share oſten fall short, while those rooted in customer understanding and alignment thrive.” Or in other words, the winners will be those who keep the customer at the centre of every decision.


Hardware, supply chains and component pressure In the hardware components space, 2025 was a year of volatility. Iwona Zalewska, Regional Director for UK & Ireland and DRAM Business Manager for Kingston Technology, describes a market shaped by fluctuating demand, supply chain challenges and shiſting customer expectations. “Te only way to deal with this challenge is by being agile in managing allocation and inventory, proactively communicating with partners to navigate shortages and fluctuating demand.” Despite these pressures, growth has been possible through


deeper engagement with distributors and resellers, and through the launch of new products. But the challenges are far from over. Looking ahead to 2026, Zalewska expects “further momentum in DDR5 adoption, increased demand for encrypted storage and enterprise storage,” but warns that “ongoing supply constraints are expected to continue, making forward planning and a customer-centric approach more vital than ever.” Her comments align with broader concerns across


the channel about component availability, particularly in memory and storage.


Trust, transparency and the long tail of Broadcom-Vmware disruption Few events have shaped channel sentiment as strongly as the ongoing disruption triggered by Broadcom’s acquisition of VMware. Susan Odle, CEO at StorMagic, believes the effects will continue well into 2026. “Customers and partners have grown more cautious, slowing decisions to ensure commitments are genuine. Tey’ve experienced with Broadcom how quickly licensing terms and support structures can change, and they’re adjusting by asking harder questions and demanding more visibility into vendor operations.” Tis shiſt has changed how customers evaluate risk. “Short-


term vendor incentives no longer hold the same weight. Customers and partners want clear communication, evidence of reliability and steady behaviour when conditions shiſt.” Odle notes that many organisations are reassessing long-term deals and opting for shorter agreements that limit exposure in an uncertain economy. She also highlights a broader trend, that companies are


slow rolling IT modernisation to ensure their systems and vendor choices are flexible enough to withstand financial


www.pcr-online.biz January/February 2026 | 15 Jason Chibnall, Managing Director at Hammer


Distribution, notes that the channel has performed well overall, driven by strong uptake in AI-ready client technologies. But he also sees clear market polarisation. “On one side, highly efficient transactional distributors, and on the other, true value-added solution providers like Hammer, who focus on complex, technical outcomes.” Chibnall warns that supply chain predictability remains


a challenge. “We’ve seen ongoing challenges in supply chain predictability, with geopolitical factors frequently impacting logistics.” He also highlights the immense pressure created by demand from hyperscalers, OEMs and AI factories. “Tis pressure is likely to lead to further price increases across many technology segments in 2026.” For Hammer, the response is to lead with clarity and


specialised services. For the wider channel, strategic collaboration with vendors will be essential to managing constraints effectively.


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