A market known for its maturity, high living standards and reliable infrastructure, the Nordics, consisting of Denmark, Norway, Sweden, Iceland and Finland, prides itself on embracing new and disruptive technologies.
Household brands such as Nokia and Ericsson began life in the Nordics, and it remains a region with an appetite for constantly reinventing itself and innovating.
As a result, many of the Nordic's top channel players champion strong services offerings, and pride themselves on their technical capabilities.
Geographically vast, but with a comparatively small population, many players might think twice about investing manpower in the Nordics. But could channel partners miss out on investing in a region which could be one of the first European regions to become true cloud adopters?
Speaking during a roundtable as part of our European Elite series, sponsored by Agilitas, Barrie Desmond from Exclusive Group said: "I think you have to understand that the consumption model [in the Nordics] is way ahead in terms of managed services, so the movement to cloud I think will be a lot quicker [than other European countries]."
Some of the world's largest cloud providers have pledged to ramp up their commitment to the Nordics of late, with AWS claiming that it will add datacentres to the region next year. A small town in Norway with a population of just 2,600 is set to be home to the world's largest datacentre after Kolos Group committing to a public consultation to begin construction.
Shaun Lynn, CEO of Agilitas, agrees that a strong managed services offering makes the Nordics a worthwhile region to invest.
"They definitely are less risk averse than, say, German businesses. They tend to be more interested, particularly from our perspective, in looking to be more innovative from an IT service perspective and I certainly think they are easier people culturally to do business with."