Numerous channel partners have raised concerns to Microsoft, alleging that the company has lost touch with its partner base by killing SBS — one of Microsoft’s most popular small business channel products over the past decade.

Microsoft claims Windows Server 2012 Essentials coupled with a separate Exchange Server deployment or Office 365 in the cloud easily fills the SBS void. But partners claim that approach is more complicated than the SBS approach.

In Microsoft’s defense: At some point the vast majority of channel partners need to shift their mindset from on-premises email to cloud email and related services. MSP veteran Stuart Crawford drives home that viewpoint in a recent blog. Microsoft hasn’t spoken about actual SBS sales in recent years because the small business server market (as a whole) is shrinking. Small business expert Karl Palachuk notes that the SBS writing has been on the wall for quite some time.

In partners’ defense: SBS is a very well known brand. It’s far stronger than the Windows Server Essentials brand. In a blog post, Microsoft says Windows Small Business Server Essentials is now simply Windows Server 2012 Essentials. Alas, Microsoft went with the weaker brand…

A smarter move?: The VAR Guy believes Microsoft coud have folded the Windows Server Essentials brand, and instead tweaked the SBS brand… At least one partner recommended to The VAR Guy: Branding around SBS 365 or SBS Cloud would have more clearly communicated that pieces of SBS were no longer going to be on-premises — starting with Exchange Server.