If you're not the "800-pound gorilla" -- what Mayer called the huge hosting companies -- then the key is to be flexible. For niche players, it is much easier to be nimble, he said. Peer1 Hosting is constantly growing its portfolio to make sure it stays competitive as the market changes. To fill in the gaps, companies can form partnerships with one another to supplement services and capabilities.
"It's an ecosystem that works pretty well," Mayer said.