This Omdia white paper reframes cloud marketplaces as strategic procurement channels rather than simple storefronts. With hybrid and multicloud now the norm, marketplaces help organizations align software purchases with hyperscaler spending commitments. The report challenges four common myths around pricing, complexity, partner relationships, and cost control. It emphasizes FinOps alignment, governance, and interoperability across environments. When used deliberately, marketplaces reduce procurement friction, optimize committed cloud spend, and turn software investments into levers for financial efficiency rather than isolated expenses.

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