Channel partners and their customers need to make the most of the Public Switched Telephone Network (PSTN) switch off deadline being extended until January 2027, according to Ben Avery, head of channel at Gradwell Communications. Avery added that, rather than using it as an excuse to put off the switchover until later, they need to capitalise immediately on the opportunity to upgrade their technology.
In May 2024, BT Group confirmed that the deadline for migrating customers off the PSTN had been extended by 12 months to give the industry more time to address various challenges, most notably to ensure vulnerable people are protected and supported in the transition.
Despite all the hard work and progress that has been achieved so far, Avery said, there is still a large number of lines that have yet to be switched over. Among the industries least prepared for the switch-off, he said, is telecare, which affects many elderly and vulnerable people, hence a big reason why the deadline has been pushed back.
“Effectively, there are still over one million lines that need to be migrated over to a digital network, including fire alarms, chip and pin machines, and door entry systems,” said Avery. “Within this, telecare is a prime example of a vertical where the users aren’t necessarily ready or don’t yet have a new digital solution to move across to, which is a huge problem, especially where vulnerable people are concerned.”
Avery welcomed the 2027 deadline extension, but said that, as a result, many organisations had eased off in their efforts in the belief they can delay switching until they absolutely need to. He said that doing this is a big mistake and, rather, they need to use the extra time wisely instead.
“Yes, they may think that this has bought them more time, but the danger is they take their eye off the ball when they should be focusing on finding and implementing a solution,” said Avery. “So it’s key for resellers and partners to be proactive and maintain the initial urgency among their customer base to ensure that they get this over the line in good time.”
Educating the customer
The extension also affords resellers a window to better educate their customers on the switch-off and what it will mean for them as a businesses and end users, as well as the benefits of migrating to a digital network, through the likes of demonstrations, webinars, case studies, reports and white papers, said Avery.
There’s also the need, he said, to school many IT MSPs that have recently added voice to their portfolio about the switchover to ensure they fully understand it and, thus, can relay that message to their customers and package the appropriate solution for them.
“Most partners will have a good example or two of a customer that has successfully moved from PSTN over to a hosted digital platform,” said Avery. “By highlighting the particular problems or challenges they have faced, many of which may resonate with them, that not only brings it home to the customer, but also adds to that partner’s credibility as a trusted advisor when it comes to getting the job done.”
Long-term solutions
Rather than viewing the switch-off as a necessity and a pure commodity sale, Avery said that partners need to turn it into an opportunity to provide value to their customers. By getting to grips with their specific challenges and demands, he said they can deliver the best possible solution that is going to work well for them and will be sustainable in the long-term, rather than just a short-term fix.
“This is a golden opportunity for partners to add real value for their customers,” said Avery. “But, in order to do so, they need to take a highly organised approach to understanding their needs and their vertical, be consistent in their messaging, and provide them with the right tailored solution, rather than simply being reactive and forcing them into a change because they have to do it.
“It’s not simply a case of replacing a piece of plastic on a desk that rings with a like-for-like product. It’s about exposing customers to new and better technology that will ultimately improve their telecoms capabilities.”
Partners also need to act as a localised specialist for their customers in their particular vertical that is going to be there throughout to work closely with and support them in the migration process, giving them reassurance at every step of the way, said Avery. That way, he said, they can clearly differentiate themselves from their competitors.
Avery said that many resellers and partners have also been slow to react to the switchover because they are more focused on winning new business rather than their existing customer base. He warned that, by doing this, they are unintentionally leaving the door open to competition.
“They need to be proactively talking to their customers about the switch off and helping to address those immediate needs,” said Avery. “So they need to focus on building a plan for the next two years for helping them with the transition.”
This article was included in our March 2025 print issue. You can read the magazine in full here.