The technology trends and developments at the forefront of industry change are reshaping how the channel views and addresses the market – and to help resellers and MSPs steer a course Gavin Jones, Channel Director, BT Wholesale (Comms Vision Platinum sponsor) draws on the results of the company’s latest research as he navigates a route through his top five channel change-drivers.
We all know that being in the channel means adapting to rapid change. Approaching Comms Vision yet again, it’s incredible to think about what has been achieved over the past year. As the channel continues to evolve – driven by emerging technologies and shifting business priorities – resellers and MSPs must embrace tech innovation and foster strong relationships with customers.
To understand the tech forces shaping the channel’s future it’s crucial to link customer priorities to tech investment. Businesses today are laser-focused on enhancing customer satisfaction and retention and need to invest in the right solutions to support this. With 75 per cent of IT decision makers planning tech investments within the next year, there is a shining opportunity for channel partners.
BT has identified five interconnected tech forces reshaping the channel:
1. Keeping it simple with UCaaS
It’s now the norm to have at least one remote work day per week. With positive impacts on employee mental health and work-life balance, hybrid work models will persist. To support this, Unified Communications as a Service (UCaaS) are critical. Our Partner Plus report found that many IT decision makers agree they need fewer applications (75 per cent) and simplified ways to collaborate (72 per cent), yet less than half already have a UCaaS platform in place. With the UCaaS market set to be worth over £155 billion by 2030 there’s a massive opportunity for MSPs and resellers to educate customers about all of the positive impacts of collaboration, wellbeing and productivity. To stay on top of growing customer demands partners must guide their customers towards value add features like integrated phone calls, fraud management and call analytics.
2. All-IP is happening
It’s impossible to talk about tech forces in the channel without mentioning All-IP. Customers want All-IP but sometimes don’t fully understand the benefits. It’s the job of the channel to educate them. Our research shows employees want better connectivity – 65 per cent say they need faster connectivity and 70 per cent say they want more reliable connectivity. My message to the channel is simple: Act now to future-proof your operations and reap the rewards of being a digital business.
3. Completing portfolios with mobile
Today, smart channel players are investing in both All-IP and 5G to maximise the strength and reliability of their connections. As the 5G rollout continues at pace, 78 per cent of channel players say that their customers are asking about 5G. This need is one of the key drivers of BT Wholesale’s Complete Mobile solution for the SMB market, bringing EE to the channel.
4. The AI hype
The buzz surrounding AI has created a demand for solutions within businesses. 60 per cent of IT decision makers expect to make investments in AI in the coming year – and over half of employees are asking for such investments. This growing interest in new technologies means client conversations should be focused on the network requirements to make AI adoption a success. Whatever customers use AI for they need their network to be built on a rock-solid foundation.
5. Building a more sustainable future
Finally, sustainability is rightly gaining traction. Around 40 per cent of resellers and a third of customers view sustainability as a real priority. This is driving investment in All-IP and cloud solutions which play a significant role in achieving sustainability goals by reducing reliance on physical infrastructure. For MSPs and resellers it’s important to partner with vendors that align with their sustainability goals and are actively driving the agenda.
The growing complexity of technology underscores the vital role channel partners play as educators, enablers and problem solvers. MSPs and resellers must bridge the knowledge gap for customers, translating tech jargon into business benefits. Simplifying the communication of tech propositions and demonstrating clear ROI will be essential for driving customer action and preventing inertia.
By emphasising the unique value of services and adopting go-to-market strategies that highlight their expertise and customer-centric approach, channel partners can differentiate themselves from competitors. Building strong, face-to-face relationships with clients will further enhance trust and loyalty, providing a competitive edge in an increasingly digital world.
The key to success lies in aligning with customers’ priorities, addressing evolving tech requirements and embracing new technologies. And maintaining channel partners as trusted advisors is crucial in navigating this landscape and driving meaningful, long-term success.
About Comms Vision
Comms Vision is the leading annual leadership forum for CEO, MD and CTO delegates making up the major league of the UK MSP community. To find out more visit www.commsvision.com