Leveraging the power of emerging technologies

Emerging technologies hold great promise for the channel but their adoption cannot be separated from risk factors. Here, channel leaders highlight the priority innovations to focus on and emphasise the critical importance of planning ahead and supportive vendor partnerships as being key to success.

JAMIE LAKE,
CEO, PURE CLOUD SOLUTIONS

AI remains front and centre for discussions on new technology adoptions due to its substantial benefits across efficiency, productivity and cybersecurity. We believe the biggest opportunity currently lies in maximising the Microsoft 365 product portfolio, coupled with Azure Virtual Desktop and MDR/SOC services. Adopting new technology inherently carries risks, but these can be mitigated through an onboarding process that ensures due diligence is conducted, thereby keeping risks as low as reasonably possible. Our strategy involves investing in employee education and training, enhancing sales enablement and leveraging resources from vendor partners such as professional services, marketing materials and growth funds.

STEFAN BAGIENSKY,
TECHNICAL DIRECTOR, OPUS TECH

New technologies on my radar include Native Voice AI engines, which process voice content and respond to context in near-real time, eliminating the need for transcription that compromises accuracy. Messaging technologies such as IMS and RCS hold the potential to form the basis of a universal rich messaging standard across the market. The greatest opportunity lies in the rise of open platforms which offer unparalleled flexibility for integrations, allowing the development of tailored solutions with minimal overhead. Adopting new technologies involves heightened risk. Product lifecycles have shortened significantly and rising M&A activity within the vendor market has compounded risk factors. To capitalise on emerging technologies, we plan to monitor vendor innovations, actively engaging, evaluating, and trialling them at early stages.

SIMON FOGAL,
HEAD OF UC&C, ALFONICA

IoT is a standout technology as it can be used in different ways to help support the telco industry, especially with the switch off. Other opportunities are more available, but as far as new technology goes, IoT offers endless opportunities. The risk of adoption is minimal. While there are marketing costs involved in the equation, most telco companies provide the essential multi-SIM management platforms which are the engine of the IoT solution. The investment is relatively small compared to the potential positive ROI. Building strong relationships with vendors to ensure alignment with company goals and support will be essential.

RICHARD SCOTT
SALES DIRECTOR, START COMMUNICATION

AI is the obvious buzzword within the industry. We are seeing light touches of AI being deployed across applications such as meetings and processing tasks, and the winners in the market will be the ones who can productise revenue from this. Adopting new tech poses a huge risk and a full assessment with testing must be carried out before introducing this to any proposition, which is where relationships with vendors are crucial. Knowing the good, the bad and the ugly before you deploy any new technology is the only way forward.

SCOTT DUNCAN,
BUSINESS DEVELOPMENT MANAGER, ADVANTEX

We’re closely monitoring advancements in AI-driven Auto Attendant systems and call analytics as these technologies are set to revolutionise communication strategies. The biggest opportunity lies in leveraging AI to interpret a customer’s emotional state from their tone of voice, speech pace and choice of words. This capability can enhance customer engagement by tailoring responses more effectively. AI-driven auto attendants also streamline call routing, reduce wait times and handle high call volumes with consistent service quality, while offering valuable insights into call patterns and customer preferences. Although adopting new technology introduces risks, the benefits far outweigh these concerns. We are committed to mitigating risks through robust security measures and close collaboration with vendors.

RYAN MARTIN,
HEAD OF INDIRECT, ANS

AI continues to revolutionise industries with automation and data analysis meaning that resellers can offer more innovative, efficient and secure solutions to their clients. AI presents the biggest opportunity due to its versatility and can optimise processes, enhance decision making and create personalised experiences. AI also creates opportunities in other parts of the tech stack, like CRM or security. Adopting new tech involves risks such as security vulnerabilities, implementation costs and potential disruptions. However, risks can be mitigated by partnering with the right vendor. To maximise opportunities, we’ve invested in employee and partner training, immersing in industry trends and fostering a culture of innovation in our own organisation and partner community.

JAMIE HUGHES,
UK SALES DIRECTOR, EVOLVE IP

One of the new technologies that we have brought into our suite of products is to support PCI compliance, replacing ‘pause and resume’. We have also seen a demand to consolidate technologies. One of the biggest risks when adopting new technology is around deployment. Having effective staff training programmes in place so they quickly understand the value of that technology, know how to use it and therefore can minimise any associated business costs, is crucial. For us, helping partners adopt the latest propositions comes down to education and support, so that they understand the technology benefits and can identify new market opportunities.

PHILIPPE DU FOU
EMEA SALES DIRECTOR, INTERMEDIA

AI is a key focus for Intermedia as it enables smarter, more efficient interactions. For example, AI agent call summaries with sentiment analysis or video meeting insights can highlight key action points to ensure meetings are productive. We mitigate risk for new technology adoption with strict adherence to privacy and security, ensuring all innovations are implemented safely and reliably. We offer training, flexible branding and integrated solutions that empower partners to own customer relationships and leverage new technologies seamlessly.

JAMES SPENCER,
VIDEO SOLUTIONS DIRECTOR, JABRA

AI-driven tools, such as Microsoft Copilot, which automate tasks like transcription and drafting emails have immense potential. Generative AI will fundamentally change how workers operate by acting as a virtual colleague that handles tedious tasks like taking notes and transforming productivity. One way that AI will change the future of work is through voice. This can unlock new levels of productivity. Intelligent video conferencing solutions that provide more accurate transcriptions and input for AI-powered tools will be the gateway to generative AI. Adopting new technology may carry risks but we know what customers want and have responded to demands.

PETER OOSTHUIZEN
HEAD OF PARTNER SERVICES, SPITFIRE

 As businesses connect more devices to the internet, they must look at how their networks are deployed, how they can be managed as they are scaled up and how they can be secured. IoT connectivity facilitates modern concepts such as automation and AI, both of which are well positioned to revolutionise the business world.  A key driver for adopting new tech such as IoT connectivity solutions is to reduce risk to the business. The IoT market is still in its infancy.  Focusing on an IoT connectivity solution that is simple to deploy and manage, is cost effective, and secure, allows partners to spend more time developing their solutions with confidence. A key part to this is having a vendor you can work with closely.

COLIN LEES,
CTO, GAMMA

As businesses transition to high-speed fibre over the next few years, Gamma will expand its portfolio, bringing on board a range of fibre providers. This will ensure our partners, and their customers, can harness the power of faster connections. We are closely monitoring developments in 5G and IoT, with plans to launch new mobile solutions soon. In partnership with Cisco, Gamma is actively exploring AI-driven solutions to enhance customer experience, streamline operations, and reduce costs. The key challenge in adopting these technologies is the skills gap. Gamma mitigates this by partnering with trusted suppliers. We are committed to equipping our resellers with the training and resources they need to adopt and implement these cutting-edge technologies.