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Paul Edwards - International Data Corporation (IDC). Toronto, ON, CA

Paul Edwards Paul Edwards

Research Director, Software Channels | International Data Corporation (IDC)

Toronto, ON, CANADA

Paul Edwards serves as Director of Software Channels research at IDC


Paul Edwards serves as Research Director of Software Channels & Ecosystems research at IDC. Within this role, Paul is focused exclusively on providing research-backed guidance to leading ICT vendors on partner strategy in the software market (e.g. applications, application development and deployment, and system infrastructure software), whether on premise or in the cloud. As part of his research, Paul extensively studies vendor and partner dynamics as they relate to and impact channel strategy. This includes analysis of business models and practices in the development, implementation, and management of effective partner strategies across the breadth of partner activities, such as resale, services development, software development, services provisioning, and more.

Before coming to IDC, Paul spent a year at Info-Tech Research Group as Director of Research for its vendor research services group, and previously spent 10 years at IDC in a number of key roles focused on providing partner and SMB market guidance to leading ICT firms globally. His industry experience includes a role as Channel Marketing Manager at Compaq Computer, and Associate Editor of Channel Business magazine.

Areas of Expertise (5)

Software Channel Strategies

Infrastructure Channel Strategy

Partner Program Design

Partner Transformation


Associated IDC Services (2)

  • Software Channnels and Ecosystems
  • Infrastructure Channels and Ecosystems


Education (2)

University of Guelph: Bachelor of Arts

Sheridan College: Diploma, Journalism

Media Appearances (5)

IDC says 25% of channel partners will change focus, be acquired, or fizzle out in 2021

Channel Daily News  


One of the more promising data points delivered by Paul Edwards, director of software channels research, concerns intellectual property. Edwards called 2021 the “year of the IP” as partners finally capitalize on their IP investments. IDC data shows a steady increase in the contribution of IP to partner profitability.

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Google Cloud partners could be in for a profitable five year outlook

ARN Channel News  


Partner revenue from Google Cloud opportunities is expected to more than triple over the next five years as the cloud market continues to evolve beyond lift-and-shift engagements to cloud-based solutions that address business outcomes. “The cloud market continues to evolve beyond lift-and-shift engagements to cloud-based solutions that address business outcomes,” stated the IDC paper, which was jointly penned by IDC software channels research director Paul Edwards and IDC channels and alliances program vice president Steve White.

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C4 research to explore cloud adoption in Canada

Computer Dealer News  online


The Canadian Channel Chiefs Council (C4) has undertaken its first research project. Working with Ryerson University, IDC and nine channel partners as part of the C4 board of directors, the non-profit organization has commissioned a research study that will look at the impact of the cloud distribution model on IT channels in Canada.

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Channel business model: Transition time for IT partners

TechTarget  online


The old adage, "All good things must come to an end," is certainly something partner companies can relate to, since many find themselves having to change their channel business model to meet the demands of clients and the rapid pace of technology development. But change can be risky -- and it can be expensive. And it doesn't always pan out for partners.

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Avaya Announces New Performance-Based Rebates, Deal-Reg Thresholds

Channel Partners  online


Avaya on Wednesday announced the “next evolution" of its channel partner program with changes that will go into effect April 1. Earlier this month, Avaya executives told partners that a nearly $50 billion addressable market awaits the company and its partners in contact center, fabric-based networking, customer care, cloud, UC enterprise, professional services and UC midmarket.

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Reports (5)

Software Development in the Partner Ecosystem: The New Normal


Paul Edwards


This IDC Market Presentation focuses on the rise of software development as a valued activity among the partner ecosystem and what this means to vendor strategy and programs. It provides a perspective on how vendors should be thinking about maximizing engagement with partners that perform this activity vis-à-vis program attributes. This content was first presented at IDC's Software Channel Leadership Council in San Mateo, California, on June 5, 2019.

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Google Cloud Next '19: Distribute Cloud, Modernize Apps, Increase Industry Focus, and Scale Up Go to Market


Frank Gens, Stewart Bond, Larry Carvalho, Frank Della Rosa, Frank Dickson, Paul Edwards, Angela Salmeron, Stephen Elliot, Ritu Jyoti, Jim Mercer, Deepak Mohan, Carl W. Olofson, Al Gillen


This IDC Market Perspective provides a broad review and analysis of the announcements and messages at Next '019 that we believe will most significantly impact Google Cloud's efforts to increase growth and market share. "At Next '19, the Google Cloud team raised the dialogue from technology to technology's transformational business impact," according to IDC Chief Analyst and SVP Frank Gens. "The hybrid/multicloud announcements, developer tools to ease app migration and modernization, expanded AI and security offerings, and plans to expand the Google Cloud field force fivefold show progress in meeting enterprises where they are on their digital transformation and cloud journeys."

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2019 Channels and Alliances Predictions


Margaret Adam, Paul Edwards, Pam Miller, Hannah Stubbings, Brendan Rouse, Christopher Webber, Steve White


This IDC Market Perspective provides IDC's top predictions about the market and technology forces that will shape IT channels and alliances in 2019 and beyond. "IDC has long said that partner 'types' are a thing of the past, as the dramatic speed of change and complexity in the technology market, combined with customer expectations changing dramatically, has meant that most partners have already extended their businesses to deliver multiple activities." — Steve White, program vice president, Channels and Alliances at IDC

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SaaS Opportunities: Drivers of Ecosystem Engagement — CloudView Findings


Paul Edwards, Brendan Rouse


This IDC Survey provides software/SaaS vendors and their partners with a view to end-customer trends relative to SaaS, which can help guide sales engagement strategies to meet customer SaaS requirements.

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Worldwide and North America Software Channel Forecast, 2018–2022


Paul Edwards, Brendan Rouse, Andreas Storz


This IDC study presents a forecast of worldwide and North America software channel for 2018–2022 forecast period. "The software market and the partner ecosystem's role in expanding its reach and value is very strong. This can be expected to continue for years to come, even as vendors and their partners focus on digitally transforming their businesses to add more value to end-customer business outcomes." — Paul Edwards, director, Software Channels Research

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