Also

To empower resellers by becoming the world's leading B2B ecosystem for the as-a-service economy.

Also SWOT Analysis

Updated: October 2, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Also was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Also SWOT Analysis reveals a classic incumbent at a pivotal moment. Its formidable strengths—unmatched ecosystem scale and a robust pan-European presence—provide a powerful foundation. However, this is juxtaposed against the critical weakness of low-margin dependency on transactional hardware sales. The primary opportunity is to fully embrace the as-a-service transition, leveraging its ACMP platform as the core growth engine. The existential threat is disintermediation by the very vendors it serves, particularly hyperscalers building their own ecosystems. The strategic imperative is clear: accelerate the transformation into a true technology platform company, using its scale not just for distribution, but for value creation through AI-driven services and sustainable IT. The future of Also depends on making this shift decisively and swiftly, converting its transactional dominance into recurring revenue leadership.

TD Synnex Ingram Micro Arrow Electronics Exclusive Networks Westcon-Comstor

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower resellers by becoming the world's leading B2B ecosystem for the as-a-service economy.

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Strengths

ECOSYSTEM: Vast network of 120k+ resellers and 700+ vendor partners.
SCALE: Pan-European footprint and €11B+ in revenue provides huge leverage.
PLATFORM: Mature Also Cloud Marketplace (ACMP) is a key growth engine.
FINANCIALS: Stable cash flow and profitability despite market headwinds.
DIVERSIFIED: 3S model (Supply, Solutions, Service) balances portfolio.

Weaknesses

MARGINS: Inherently low net profit margins (~1.2%) in distribution.
DEPENDENCY: Supply segment still represents the majority of revenue.
COMPLEXITY: Managing a massive, diverse portfolio is operationally heavy.
INNOVATION: Pace of platform innovation may lag pure-play software firms.
BRAND: Low brand recognition outside of the direct IT channel ecosystem.

Opportunities

AAS: Accelerating SMB shift to cloud and as-a-service consumption models.
SECURITY: Rising cybersecurity threats create demand for high-margin MSP svcs.
SUSTAINABILITY: Circular economy models for IT hardware are a new revenue stream.
DATA: Monetize transactional data through AI-driven insights for partners.
CONSOLIDATION: Acquire smaller, specialized distributors to gain new skills.

Threats

DISINTERMEDIATION: Major cloud vendors building direct marketplaces for partners.
COMPETITION: Intense price pressure from giants like TD Synnex and Ingram.
MACROECONOMIC: IT spending is highly sensitive to economic downturns/inflation.
SUPPLY CHAIN: Geopolitical tensions continue to pose risk to hardware supply.
AI DISRUPTION: AI could automate procurement, reducing the need for middlemen.

Key Priorities

TRANSITION: Aggressively shift revenue mix from Supply to Service/Solutions.
PLATFORM: Differentiate the ACMP with unique AI-driven value-add features.
EXPAND: Capture the emerging, high-margin sustainable IT services market.
EFFICIENCY: Leverage automation and AI to protect and improve low margins.

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Also OKR

Updated: October 2, 2025 • 2025-Q4 Analysis

This Also OKR plan is a masterclass in strategic focus. It rightly prioritizes the critical shift to an As-a-Service model, directly addressing the core business model threat. The objectives to differentiate the platform with AI and lead in sustainable IT are not peripheral; they are the key to building a long-term competitive moat beyond simple distribution. Finally, the focus on margin optimization provides the necessary fuel to fund these ambitious transformations. This plan is not just about growth; it's about evolving the fundamental nature of the business from a low-margin mover of boxes to a high-value, intelligent, and sustainable technology platform. It is a bold, clear, and executable blueprint for market leadership.

TD Synnex Ingram Micro Arrow Electronics Exclusive Networks Westcon-Comstor

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower resellers by becoming the world's leading B2B ecosystem for the as-a-service economy.

ACCELERATE AAS SHIFT

Dominate the market by becoming the top As-a-Service provider.

REVENUE: Increase Also Cloud Marketplace (ACMP) net sales by 30% to become the primary growth engine.
ADOPTION: Onboard 7,500 new active transacting resellers onto the ACMP platform to expand our ecosystem.
ATTACH: Achieve a 25% attach rate of a second service for all new ACMP customers, increasing stickiness.
VENDOR: Launch 50 new high-demand vendors on the ACMP, focusing on cybersecurity and AI categories.

DIFFERENTIATE PLATFORM

Build an intelligent, indispensable marketplace experience.

AI-UPSELL: Implement an AI-driven recommendation engine that influences 15% of all ACMP transactions.
AUTOMATION: Reduce manual order processing time by 40% through enhanced platform automation features.
UX: Improve reseller satisfaction (NPS) with the ACMP portal from 45 to 55 through targeted UI/UX sprints.
INSIGHTS: Launch a 'Market Intelligence' dashboard for 100 key partners, leveraging our unique data.

LEAD SUSTAINABLE IT

Establish the dominant circular economy for business tech.

REVENUE: Generate €50M in revenue from the sustainable IT / circular economy business line this fiscal year.
PROGRAM: Increase the number of devices processed through our IT asset disposition program by 40%.
PARTNERS: Establish formal circular economy partnerships with 20 of our top 100 enterprise resellers.
AWARENESS: Achieve a 70% awareness score for our sustainability offerings among our top reseller partners.

OPTIMIZE MARGINS

Drive operational excellence to fuel our strategic growth.

PROFITABILITY: Increase the net profit margin of the transactional Supply business from 0.8% to 1.0%.
LOGISTICS: Reduce logistics costs as a percentage of revenue by 10% via AI-powered route optimization.
SGA: Maintain Selling, General & Admin (SGA) expenses flat year-over-year despite inflationary pressures.
AUTOMATION: Automate 50% of inbound customer service queries using a new AI-powered chatbot solution.

METRICS

Cloud Marketplace Annual Recurring Revenue (ARR): Target €500M
Return on Capital Employed (ROCE): Maintain >15%
Net Profit Margin: Target 1.5%

VALUES

Reliable
Sustainable
Competent
Customer-Oriented
Committed

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Also Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Also Holding AG Annual Report 2023
Also Holding AG Q1 2024 Interim Report
Investor Presentations from also.com
SIX Swiss Exchange data for market capitalization
Analysis of IT distribution industry reports from sources like Canalys and GTDC

TD Synnex Ingram Micro Arrow Electronics Exclusive Networks Westcon-Comstor

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower resellers by becoming the world's leading B2B ecosystem for the as-a-service economy.

Toggle Theme

What Went Well

SOLUTIONS: Continued double-digit growth in higher-margin Solutions segment.
CLOUD: Strong performance in the consumptional business (ACMP).
COSTS: Effective cost management protected profitability in a tough market.
CASHFLOW: Maintained positive and solid cash flow from operating activities.
ROCE: Return on Capital Employed remained at a high level, showing efficiency.

Not So Well

SUPPLY: Significant revenue decline in the transactional Supply business.
REVENUE: Overall Group net sales decreased year-over-year due to market.
PRICING: Intense price competition continued to put pressure on margins.
DEMAND: Post-pandemic market normalization led to weaker hardware demand.
FORECAST: Market uncertainty makes future revenue forecasting challenging.

Learnings

STRATEGY: The strategic shift to Solutions and Service (3S) is working.
RESILIENCE: A diversified business model provides stability in downturns.
MARKET: The transactional hardware market is highly cyclical and vulnerable.
VALUE: Resellers are prioritizing value-add services over pure hardware.
EFFICIENCY: Operational efficiency is paramount when gross margins are thin.

Action Items

ACCELERATE: Double down on sales and marketing for ACMP and cloud services.
OPTIMIZE: Continue rigorous cost control and process optimization in Supply.
EXPAND: Push new offerings in cybersecurity and sustainable IT services.
ENABLE: Increase training and enablement programs for resellers on ACMP.
INTEGRATE: Further integrate AI tools to improve sales/logistics efficiency.

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

Explore specialized team insights and strategies

Also Market

AI-Powered Insights

Claude

Gemini

GPT

Also Holding AG Annual Report 2023
Also Holding AG Q1 2024 Interim Report
Investor Presentations from also.com
SIX Swiss Exchange data for market capitalization
Analysis of IT distribution industry reports from sources like Canalys and GTDC

Founded: 1984
Market Share: Leading position in DACH, significant presence in 29 countries.
Customer Base: Over 120,000 resellers (VARs, MSPs, retailers).
Category:
IT Distribution
SIC Code: 5045 Computers and Computer Peripheral Equipment and Software
NAICS Code: 423430 Computer and Computer Peripheral Equipment and Software Merchant Wholesalers
Location: Emmen, Switzerland
Zip Code: 6032
Employees: 4000

Competitors

TD Synnex View Analysis

Ingram Micro View Analysis

Arrow Electronics View Analysis

Exclusive Networks Request Analysis

Westcon-Comstor Request Analysis

Products & Services

No products or services data available

Distribution Channels

Also Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Also Holding AG Annual Report 2023
Also Holding AG Q1 2024 Interim Report
Investor Presentations from also.com
SIX Swiss Exchange data for market capitalization
Analysis of IT distribution industry reports from sources like Canalys and GTDC

Problem

Complex IT procurement for resellers
Low margins in hardware distribution
Difficulty for VARs to sell cloud
Fragmented access to 700+ vendors

Solution

Unified B2B marketplace platform
Value-add solutions (security, IoT)
Also Cloud Marketplace (ACMP)
Logistics and financial services

Key Metrics

Cloud Marketplace ARR
Net Profit Margin
Return on Capital Employed (ROCE)
Reseller Engagement/Spend

Unique

Broadest portfolio in Europe
Pan-European physical logistics net
3S Model: Supply, Solutions, Service
Deeply embedded in 120k resellers

Advantage

Massive economies of scale
Proprietary transactional data
High switching costs for resellers
Long-standing vendor relationships

Channels

Also Cloud Marketplace (ACMP)
Direct sales teams per country
E-commerce portals
API integrations

Customer Segments

Value-Added Resellers (VARs)
Managed Service Providers (MSPs)
System Integrators
Corporate Resellers & Retailers

Costs

Cost of Goods Sold (Hardware/Software)
Logistics and warehouse operations
Platform development and maintenance
Sales and marketing expenses

Also Product Market Fit Analysis

Updated: October 2, 2025

Also provides the definitive B2B marketplace for the technology industry. It empowers IT resellers to enhance profitability by shifting to high-value services, streamline operations through a unified platform, and accelerate growth by leveraging a comprehensive as-a-service ecosystem. This transforms their business model for the modern economy, ensuring they not only survive but thrive in a competitive landscape.

PROFITABILITY: Boost margins by shifting to high-value solutions/services.

EFFICIENCY: Simplify procurement and logistics through a single platform.

GROWTH: Scale your business faster with our as-a-service ecosystem.

Before State

Fragmented vendor and product sourcing
Complex procurement and logistics
High barrier to offering cloud services
Transactional, low-margin business models

After State

Unified marketplace for all IT needs
Streamlined, automated procurement
Instant access to cloud service catalog
Shift to high-margin recurring revenue

Negative Impacts

Wasted time on administrative tasks
Inability to scale service offerings
Lost deals due to product unavailability
Margin erosion from intense competition

Positive Outcomes

Increased operational efficiency
Accelerated business growth for resellers
Improved profitability and cash flow
Enhanced competitive differentiation

Key Metrics

Customer Retention Rates - 90%+ for active resellers

Net Promoter Score (NPS) - Estimated 40-50 range

User Growth Rate - Stable in transactional, 20%+ in cloud

Customer Feedback/Reviews - Limited public G2 presence

Repeat Purchase Rates) - High, core to the business model

Requirements

Integration with reseller business systems
Comprehensive training and support
Trust in platform reliability and security

Why Also

Onboarding via Also Cloud Marketplace
Access to pre-sales and tech support
Leveraging financing and logistics services

Also Competitive Advantage

Unmatched breadth of vendor portfolio
AI-driven personalization and insights
Pan-European reach with local expertise

Proof Points

120,000+ active resellers in our ecosystem
€1.5B+ revenue from Solutions segment
Double-digit growth in cloud business

Also Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Also Holding AG Annual Report 2023
Also Holding AG Q1 2024 Interim Report
Investor Presentations from also.com
SIX Swiss Exchange data for market capitalization
Analysis of IT distribution industry reports from sources like Canalys and GTDC

Strategic pillars derived from our vision-focused SWOT analysis

Become the indispensable B2B marketplace.

Shift core business to recurring revenue.

Integrate AI across the entire value chain.

Lead the circular economy for technology assets.

What You Do

Provide a B2B marketplace for technology hardware, software, and cloud.

Target Market

IT resellers, Managed Service Providers, and System Integrators.

Differentiation

Broadest portfolio of 700+ vendors
Pan-European logistics footprint
Advanced 'as-a-service' platform (ACMP)

Revenue Streams

Transactional hardware/software sales
Recurring revenue from cloud services
Value-added solutions and services

Also Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Also Holding AG Annual Report 2023
Also Holding AG Q1 2024 Interim Report
Investor Presentations from also.com
SIX Swiss Exchange data for market capitalization
Analysis of IT distribution industry reports from sources like Canalys and GTDC

Company Operations

Organizational Structure: Decentralized structure with strong country-level management.
Supply Chain: Pan-European network of warehouses and advanced logistics systems.
Tech Patents: Focus on proprietary platform architecture rather than patents.
Website: https://also.com

Top Clients

Board Members

Also Competitive Forces

Threat of New Entry

LOW: The barrier to entry is extremely high due to massive capital requirements for inventory, logistics, and vendor relationships.

Supplier Power

HIGH: Key vendors like Microsoft, HP, and Apple hold significant power, can dictate terms, and are exploring direct-to-partner models.

Buyer Power

MEDIUM: Individual resellers have low power, but large reseller consortiums and the overall price sensitivity of the market grant them influence.

Threat of Substitution

MEDIUM: Cloud vendor marketplaces (e.g., AWS Marketplace) are a primary substitute, allowing resellers to bypass traditional distribution.

Competitive Rivalry

HIGH: Dominated by a few large players (TD Synnex, Ingram) competing fiercely on price and logistics, leading to thin margins.

Analysis of AI Strategy

Updated: October 2, 2025 • 2025-Q4 Analysis

The Also AI SWOT analysis underscores a profound opportunity rooted in its greatest asset: data. Also possesses one of the most comprehensive IT procurement datasets in Europe, a formidable strength for training predictive AI models. The challenge lies in execution; it is a logistics and sales organization that must now cultivate an AI-first culture and attract elite talent. The most immediate opportunities are to infuse its ACMP platform with AI-driven recommendation engines and to hyper-automate its complex logistics, directly impacting margins. The long-term threat is not just competitors but irrelevance, as AI-native tools could allow resellers and vendors to bypass traditional channels. Also's strategic path is to transform its data from a byproduct of transactions into its core AI-powered product, becoming the indispensable intelligence layer of the European IT ecosystem.

TD Synnex Ingram Micro Arrow Electronics Exclusive Networks Westcon-Comstor

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To empower resellers by becoming the world's leading B2B ecosystem for the as-a-service economy.

Strengths

DATA: Massive, proprietary dataset of IT procurement across Europe.
NETWORK: Direct channel to 120k+ resellers to deploy AI solutions.
INTEGRATION: Existing platform (ACMP) is a vehicle for AI features.
PROCESS: Deep understanding of complex channel logistics to automate.
TRUST: Established role as a central, trusted partner in the ecosystem.

Weaknesses

TALENT: Lack of a world-class, in-house AI research and development team.
CULTURE: Primarily a sales/logistics culture, not an AI-first one.
LEGACY: Technical debt in older systems may hinder AI integration.
INVESTMENT: Potentially underinvesting in AI R&D compared to tech giants.
SPEED: Slower, more conservative pace of innovation than AI startups.

Opportunities

RECOMMENDATION: AI engines to upsell/cross-sell complex solutions.
AUTOMATION: Hyper-automate warehouse logistics and supply chain forecasting.
INSIGHTS: Offer 'Market Intelligence as a Service' to vendors/resellers.
PROVISIONING: AI-powered, automated configuration and deployment of services.
AI-AAS: Become the leading marketplace for brokering AI APIs and models.

Threats

COMPETITORS: TD Synnex or Ingram Micro develop a superior AI platform first.
VENDORS: Microsoft/Google embed their own AI tools directly into products.
STARTUPS: Emergence of AI-native platforms that disintermediate distribution.
IRRELEVANCE: Resellers use external AI tools, bypassing Also's platform.
SECURITY: AI-powered cyberattacks targeting the core marketplace platform.

Key Priorities

PLATFORM AI: Embed AI-driven recommendation and configuration tools in ACMP.
OPERATIONAL AI: Automate supply chain forecasting and logistics with AI.
DATA MONETIZATION: Develop a data insights product for vendors and resellers.
PARTNERSHIPS: Partner with leading AI firms to broker their services.

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Also Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Also Holding AG Annual Report 2023
Also Holding AG Q1 2024 Interim Report
Investor Presentations from also.com
SIX Swiss Exchange data for market capitalization
Analysis of IT distribution industry reports from sources like Canalys and GTDC

Profit: €127.3 million (Net Profit 2023)

Market Cap: CHF 2.2 Billion (May 2024)

Stock Performance

Annual Report: Available on company's investor relations website.

Debt: Net financial liabilities of €221.7 million (2023)

ROI Impact: Focus on ROCE (Return on Capital Employed) as a key metric.

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Market Leader

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Also is a dominant Market Leader with high ambition to own the European IT ecosystem. Its achievability is solid but constrained by legacy business models and intense competition. The OKRs are strong and category-shaping, focusing on the correct levers of AAS transformation and AI integration. The primary limiter on its growth multiplier is the competitive density of the market and the inherent low-margin structure, which caps its exponential potential despite its massive scale and data advantage.

SWOT Factors

Upside: 83.3 Risk: 70.0

OKR Impact

AI Leverage

Top 3 Strategic Levers

Accelerate ACMP recurring revenue growth

Embed AI-driven upsell tools into the platform

Scale the high-margin Sustainable IT business line

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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