target audience: TECH SUPPLIER Publication date: Jun 2023 - Document type: IDC Survey Spotlight - Doc Document number: # US50827123
Scaling the Value of Marketplaces for ISVs
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Abstract
This IDC Survey Spotlight examines how to scale the value of marketplaces for ISVs. Cloud- and application-centric marketplaces have rapidly become a primary go-to-market for ISVs. According to IDC's CloudShare research, cloud marketplaces accounted for 13% of the $310 billion in emerging ISV revenue in 2022. The percentage is expected to grow as more buyers favor the marketplace's speed, efficiency, and overall experience. Most ISVs sell through at least two cloud service provider marketplaces, the ISV commerce-enabled website (15%) and the ISV marketplace (14%). More recently, distributor marketplaces have taken on a more significant role in ISV's go-to market, creating new channel opportunities and adding complexity for resource-challenged emerging ISVs.
"Marketplace operators need to expand the opportunities for emerging ISVs by enhancing the platform's search and matchmaking capabilities, using AI and advanced analytics to improve visibility into the early stages of the buying decision and recommendations for complementary products and services that help accelerate ISV growth, according to Frank Della Rosa, vice president of SaaS, Business Platforms, and Industry Cloud at IDC."