Cloud offerings: Building cloud services fit for 2026
Cloud offerings are evolving quickly as SMBs balance the need to improve productivity, control costs, strengthen security and adopt AI in a practical way.
In this Q&A, Carl Oliver, Head of Product and Cloud Practice at Giacom, discusses the latest developments in the cloud market, the impact of cloud sovereignty, and how partners can build more compelling cloud offerings for SMB customers.
What have been the key developments to cloud offerings over the past year?
The biggest development in the SMB market over the past year is a clear tension in how customers are thinking about spend. On one hand, economic pressure is forcing SMBs to look for ways to become more efficient and reduce costs. That’s driving a surge in interest around AI, particularly tools like Copilot, because businesses see a very real opportunity to do more with less.
On the other hand, those same businesses are facing a significant increase in cyber threats and regulatory pressure. Security is no longer something they can delay or treat as optional, it’s now a core requirement.
As a result, SMBs are being forced to make more deliberate decisions about where they invest. It’s no longer about adding more technology, it’s about balancing efficiency and risk. That’s why we’re seeing a shift towards more joined-up, managed solutions, where customers invest in fewer things but get more value, combining productivity, security and cost control into a single, predictable model
How much of an impact is questions on cloud sovereignty having?
There’s definitely more noise around sovereignty, but in the SMB market it’s not changing buying behaviour in any meaningful way. SMBs aren’t looking to move away from AWS, Microsoft or Google – in reality, they see those platforms as the most secure and reliable options available.
What is happening is that customers are asking more questions, usually driven by headlines or regulatory awareness, but when it’s explained properly those concerns are quickly resolved.
The real issue for SMBs isn’t sovereignty, it’s security and accountability. They want to know their data is protected and that someone is responsible for managing it properly. So, while the conversation has increased, it’s not a disruption, it’s another reason why customers are leaning more heavily on trusted partners to give them clear, simple answers.
How can partners help customers decide what cloud offering is best for them?
In the current environment, SMBs are looking for clarity and simplicity. The combination of economic pressure, increasing cyber risk and rapid AI adoption means customers want solutions that are easy to understand, low risk and aligned to business outcomes.
The most effective partners start with how the business operates and what it’s trying to achieve, rather than leading with technology choices, especially as more non-technical decision-makers are involved in buying decisions.
We’re seeing strong growth from partners who package cloud into standardised, outcome-led offerings, typically built around a core platform like Microsoft 365 and expanded with security, backup, communications and AI. This gives customers clarity on cost, reduces complexity and allows them to scale over time.
Ultimately, customers aren’t choosing cloud platforms, they’re choosing partners who can take ownership and deliver results.
What are the main barriers to successful cloud projects?
The biggest barrier isn’t technology, it’s getting real value from what’s been deployed.
Too many SMBs are still buying licences and rolling out tools without a clear plan for how they’ll actually be used day to day. Copilot is a perfect example, if you switch it on without thinking about use cases, training and behaviour change, it won’t deliver the return customers expect.
So the issue isn’t access to cloud, it’s how effectively it’s adopted and embedded into the business. There’s still an assumption that once the technology is in place, the value will follow. But in reality, it needs to be actively driven.
This is where partners play a critical role. The ones who succeed aren’t just deploying solutions, they’re helping customers understand how to use them, where they add value and how to get a return over time
What trends or developments are coming for cloud?
AI will be the primary driver of growth, with cloud acting as the foundation for AI-powered productivity, automation and new ways of working. At the same time, security and compliance will become increasingly central, driven by both rising threats and regulatory change.
We’ll also see continued growth in subscription and managed service models, as SMBs look for predictable costs and reduced operational burden. This will accelerate the shift towards partners delivering end-to-end, bundled solutions rather than individual products.
Most importantly, the role of the partner will continue to evolve. SMBs are increasingly looking for a single, trusted provider who can take accountability across their technology estate – combining cloud, security, communications and AI into a cohesive, outcome-driven solution.
Building stronger cloud offerings
For MSPs and resellers, the opportunity is to help customers make clearer decisions about where cloud can deliver the most value.
The strongest cloud offerings will not be built around individual products in isolation. They will bring together productivity, security, AI adoption, communications and ongoing support in a way that helps SMBs reduce complexity, manage risk and get more from their technology investment.
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