The rapid pace of technological development has long driven organisations to modernise, automate, and build scalable digital environments. However, over the past year, the conditions have shifted. Elements that were once stable and predictable – pricing levels, delivery times, and quotation terms – are now moving far more quickly.
This is not linked to individual suppliers or any specific type of technology; it is a market-wide phenomenon affecting almost the entire infrastructure landscape.
In conversations with our customers, we see three particularly clear challenges:
- Short-notice price adjustments.
- Longer and more unpredictable delivery times.
- Shorter validity periods for quotations, increasing the risk in decision-making.
For many organisations, this means a new level of complexity in planning and budgeting – especially in larger infrastructure initiatives where both timing and cost frameworks are critical.
Why is the market in this state right now?
To understand the situation, we need to look at the broader drivers. Three factors are currently affecting almost all major infrastructure manufacturers:
- A global supply chain still under pressure
Component shortages are no longer as dramatic as they were a few years ago, but they have not been resolved either. Everything from memory modules to advanced system chips is periodically in limited supply. When uncertainty arises early in the chain, it carries through all the way to final delivery. - A market where demand continues to rise
The pace of digitalisation is increasing. Investments in AI and data capacity are driving a significant rise in the need for both compute and storage. When more organisations seek to scale at the same time, bottlenecks emerge in production and logistics. - Rising costs for suppliers
Higher energy prices, increasing material costs, and more expensive logistics are affecting manufacturers globally. As a result, price adjustments are more frequent and often with very short notice. It is important to remember that this is not a development driven by individual actors. It is the outcome of broader structural shifts that the entire industry must adapt to.
How do you stay in control when the market feels unpredictable?
Despite the current market conditions, there are several ways to maintain momentum and avoid unnecessary risk in IT initiatives.
- Act earlier when investments are planned
By bringing decisions forward, organisations can reduce their exposure to sudden price changes and secure capacity before bottlenecks arise. - Make use of market insight and an active supplier dialogue
Proact works closely with our technology partners – both to receive early signals about upcoming changes and to challenge where possible. This enables our customers to navigate based on real market information, rather than assumptions. - Explore alternative paths forward
In a more dynamic market, flexibility becomes a strategic asset. Together with our customers, we often identify opportunities to:- Optimise how storage is distributed across different tiers.
- Plan investments in more manageable phases.
- Extend the lifespan of existing solutions where appropriate.
- Evaluate service or subscription models that offer more predictable costs and shorter lead times.
This is not about compromising on quality – it’s about creating more options to work with.
The way forward: stability, even in a moving market
The market will likely continue to be more dynamic than it has been historically, but with the right insights, sufficient foresight and a partner closely engaged with both manufacturers and customers, uncertainty can be transformed into control.
At Proact, this is exactly what we focus on: clear guidance, active dialogue with our partners and concrete ways to reduce both price and delivery risk.
If you would like to understand how these developments may affect your plans for the year, reach out by emailing hello@proact.co.uk. We are here to help you gain clarity in a rapidly shifting landscape.