Omdia’s Microsoft-focused analysis mirrors the broader marketplace trend, with 43% of enterprises planning to increase Microsoft Marketplace usage. Azure consumption commitments (MACCs), private offers, and consolidated billing drive adoption. ISVs benefit from co-sell programs and AI-enhanced discovery tools. As enterprises seek flexibility in procurement, Microsoft Marketplace supports hybrid and multicloud strategies. The report also addresses concerns around cost and complexity, concluding that financial incentives and ecosystem growth are accelerating enterprise reliance on hyperscaler marketplaces.

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