Business communications technologies are now at the heart of organisations across the globe, with employees relying on these platforms to collaborate with colleagues, talk to customers and get their jobs done. The business communications market is broad, spanning solutions including unified communications, call and contact centres, and cloud communications. It has undergone rapid change in recent years.
“The business communications market hasn’t just changed; it’s turned upside down and inside out over the last five years,” explained Jason Uslan, vice president of sales, Wildix. “Technology and connectivity, remote and hybrid models – so many factors have converged to shatter the old office-based model.
“We now demand seamless, secure and scalable communication solutions – anywhere and at all times. AI-powered tools, cloud-based platforms and video collaboration are no longer optional – they’re the backbone of modern business.”
Much of this advancement has been facilitated by improvements made to the connectivity services that these technologies run on.
Mark Lomas, channel director, Gamma, said, “The business communications market has undergone profound changes, driven by technological innovations, shifting work environments, and evolving customer expectations. Gone are the days when resellers focused on selling a single product to customers; today, they must onboard numerous services to deliver comprehensive solutions.
“One key driver behind these market changes is the wider availability of super-fast connectivity, which has ushered in the digital transformation age. Businesses are now using multiple communication tools to engage with customers, ultimately improving the customer experience.”
Andrew Blomley, product solutions manager for the UK and Ireland, TP-Link, commented, “The shift from voice to video has significantly increased the demand for bandwidth. BT’s leased line services have seen significant advancements in speed and reliability. Businesses now have access to speeds of up to 10Gbps, requiring a new generation of network to deal with this level of performance.”
Blomley added the planned shutdown of the Public Switched Telephone Network (PSTN) in January 2027 is also pushing businesses towards digital alternatives. He said, “The planned phase-out of the copper network has driven businesses to adopt modern, Internet-based technologies like VoIP, paving the way for more flexible and scalable communication systems.”
Sat Sanghera, CEO of IPI, a contact solutions provider, also discussed the impact of businesses transitioning away from the PSTN. He said, “The decommissioning of BT’s analogue services is pushing businesses to move beyond traditional telephony towards next-generation UC platforms that enhance both productivity and customer experience.
“Additionally, the rise of hybrid and remote work has increased demand for scalable, flexible communication tools that enable seamless collaboration across dispersed teams.”
For Mark Pillow, managing director, Voip Unlimited, the evolution of the business communications market has been largely driven by the demand for flexibility and efficiency.
Pillow said, “Businesses no longer want siloed systems. They want communication platforms that integrate directly with their existing workflows, applications and data. AI, CRM integration and omnichannel capabilities are now expected, not optional. The focus is on meeting customers where they are, using the right channel at the right time.”
Another consideration is the reality that many of the stop-gap solutions that were quickly put in place during Covid are now coming to the end of their contracts. This is compelling some businesses to consider whether different solutions might be better for the long-term.
“At the time [of the Covid lockdowns] there was a rush to find quick solutions,” explained Josh Dolman, partner account manager, Evolve IP. “But now those three or five-year contracts are coming to an end where organisations are looking for more advanced long-term technologies, having experienced the power of what can be achieved. The conversation has moved from bringing businesses into the 21st century to future-proofing their operations.”
The availability of new artificial intelligence capabilities over the past couple of years has also had an impact on the market.
“Businesses are becoming more comfortable with AI co-workers, and enjoying the productivity gains these bring – including features like meeting transcriptions and automated calendar scheduling,” explained Priya Sonn, vice president, alliances and channel, Vonage. “As a result, businesses are getting their internal admin under control, freeing up employees to tackle higher-value tasks.”
Gavin Jones, director of wholesale channel, BT Wholesale, added, “The business communications market is evolving rapidly, driven by AI and edge computing, greater bandwidth connectivity and shifting workplace demands.
“While there’s a common misconception that traditional voice services are disappearing, the reality is that this communication remains essential to business success – whether through face-to-face interactions, virtual collaboration or a traditional mobile phone conversation. Resellers and MSPs who overlook this shift, risk missing significant opportunities.”
Greg Easton, head of business development at Tollring, discussed advancements to the underlying technologies that power these solutions, but he highlighted the people using these technologies have also changed their habits and working practices. Technology and culture have both shifted gears.
He explained, “Beyond technology, communication preferences have also changed. The newer generation prefers text-based day-to-day communication. In business, colleagues are less likely to make ad hoc calls without warning and more likely to schedule meetings. Unscheduled calls are seen as interruptions that disrupt workflow and focus.
“This cultural shift in business communication has also impacted sales cycles. Traditionally, salespeople would rely on cold calling, interrupting potential clients regardless of what they were doing. However, with the move towards scheduled communication, this approach has become less effective. The success rate of cold calling has declined, forcing industry to explore new ways of reaching prospects.”
Developing offerings
So, what does this mean for the solutions resellers and MSPs offer their customers? Uslan, from Wildix, said, “Selling tech is dead. Today, it’s about delivering results. Resellers and MSPs who treat their customers like transactions instead of partners, who settle for commoditised solutions, are on borrowed time. Modern businesses don’t just want to communicate; they want a competitive communications edge.”
That perspective struck a chord with Voip Unlimited’s Pillow, who also highlighted the importance of delivering wider business benefits. He commented, “This evolution changes the conversation with customers. It’s no longer about selling a phone system or a contact centre — it’s about delivering a business-wide solution that genuinely improves communication, productivity and customer experience. Resellers must approach projects with a clear understanding of their customers’ existing systems and ensure that any solution they propose will integrate smoothly with those platforms. Compatibility and interoperability are now vital.”
For Scott Goodwin, managing director at NetSapiens UK, channel companies are tackling the twin challenges of margins shrinking whilst complexity rises. This is driving demand for flexible solutions. He said, “Margins are shrinking. Complexity is rising. And for many, the innovation curve feels more like a flat line. At the same time, customer expectations have evolved. Businesses don’t just want more features, they want communication tools that integrate with their workflows, speak their language and flex to their sector-specific needs.
“The market is moving from feature race to flexibility race. The winners won’t be those offering the most buttons. They’ll be those giving partners the freedom to build what their customers actually want. What resellers actually need is flexibility.”
Emily Masterton, head of channel for EMEA at 8x8, added, “Simple, one size fits all offerings are facing a tough future as customers want solutions that are bespoke to their needs. Those needs are not necessarily just product or technology-based either. Resellers and MSPs are now at the centre of business transformation.
“Customers want strategic guidance from trusted partners. As the landscape grows more complex, the value lies in delivering integrated, reliable and easy-to-manage solutions that improve user experience and operational efficiency.”
In addition, the appetite for AI is showing no signs of a slowdown. Sonn, from Vonage, said, “AI will soon be indispensable to UCaaS. Resellers and MSPs must incorporate its offerings to remain competitive.
“For instance, customers are already expecting features like sentiment analysis and real-time transcription, as well as tailored personalisation solutions. Resellers must include these features in their offerings to avoid customers worrying about underperformance.
“MSPs, on the other hand, can offer more tailored solutions, integrating AI features with other managed services and adapting them to specific client needs. As a result, they must also offer more extensive support, including training, trouble-shooting and constant optimisation.”
Jones, from BT Wholesale, discussed market data and pointed out where opportunities might lie. He said, “The numbers speak for themselves. Demand for unified communication and collaboration tools has surged, with the market set to reach more than 131 million users by 2028.
“Mobile is also playing a crucial role, with 57 per cent of workers saying smartphones are essential to their jobs and 71 per cent of Microsoft Teams users relying on mobile apps. This reinforces the need for flexible, secure, and mobile-first solutions that empower seamless connectivity across devices and locations.
“For resellers and MSPs to stay competitive, they must align with the right technology partner – one that is a leader in network innovation, delivering next-generation solutions, and providing robust security and scalable infrastructure.”
Perfect partners
As the market evolves, resellers and MSPs might need to find new partners that fit their current priorities. Identifying the best partners is not always straightforward, but there are plenty of pointers to watch out for.
“There is a huge amount of competition these days, so selecting the right partner for communications requirements is key,” explained Jack Michalski, director of channel partnerships at TSI. “Resellers and MSPs need to work with a provider who will truly listen to their requirements and who has the ability within the technology to be able to change almost anything to create a bespoke platform for resellers and their end-user needs.”
Michalski emphasised the importance of looking at a supplier’s history and case studies that demonstrate similar deployments, as well as taking support and SLAs into account. He added that dedicated account managers and online knowledgebases can also provide different support touch points.
Evolve IP’s Dolman, added, “Work with a provider with a comprehensive portfolio based on best-of-breed technologies, is a good starting point. Call recording, call reporting, PCI card phone payment compliance, AI, platform flexibility and vendor-agnostic end points, all help a reseller stand out from their rivals. It’s also important to become a ‘thought leader’ and trusted advisor, working proactively rather than just following the crowd.
Resellers and MSPs might also want to ask vendors how their technology will evolve. “The best vendors communicate a clear roadmap to their partner community,” said Sam Giggle, managing director of channel, Nebula. “Clarity gives partners confidence in the potential growth opportunities that lie ahead for them and their customers. Growth in integrations continues to be a key value-add driver, and is something we’re seeing increasing at an unprecedented pace, especially with more niche, vertical specific service platforms.”
Evidence of research and development investments could also be a good sign. Blomley, from TP-Link, explained, “Identifying the right partners is always a challenge, but it’s essential to choose companies that invest in training their engineering teams. Such companies demonstrate a commitment to building expertise and delivering exceptional service.
“For example, we offer a range of free training solutions for our partners, emphasising our belief that a company that invests in its staff is also dedicated to investing in its customers. This approach ensures long-term success and a solid foundation for partnership.”
Fredrik Hörnkvist, co-founder, Boom Collaboration, added, “I think it’s important to work with an honest trusted advisor throughout the supply chain. Sharing knowledge and expertise ensures the end user always gets the best-fit solution. The end user experience is always number one.
“Partners need to be supported and know where they can go via their vendor to deliver that. A true collaboration partnership is the ideal approach, based on value-add, hands-on support.”
As the market evolves, the Channel has an opportunity to demonstrate its expertise and win big. Sanghera, from IPI, said, “While established providers still dominate the market, 2025 is expected to see the rise of smaller, more specialised providers offering tailored solutions and expert consultancy services.
“Resellers and MSPs should seek out partners who can provide more than just technology – they need expertise in areas like security, compliance and workflow optimisation.
“By leveraging specialist partnerships, resellers and MSPs can offer their customers a more strategic approach to digital adoption, ensuring that solutions are aligned with business objectives.”
Ultimately, channel companies need partners who will help them spend more time talking to customers to truly understand their needs so they can deliver the right technologies.
Masterton, from 8x8, said, “The rewards will go to the partners that know their customers’ needs and the business outcomes they need to achieve in detail. The best technology partners today offer more than just products. They deliver alignment. Resellers and MSPs should look for vendors who invest in enablement, offer flexible go-to-market models and commit to mutual growth.”
Looking ahead
As we head further into 2025, the business communications market will continue to shift and progress. “One thing that is certain is that the market will continue to evolve rapidly,” commented Gamma’s Lomas. “As new technologies emerge, customer demands will grow. The next generation of UC platforms is moving beyond the simple integration of various communication channels.
“A key buzzword, of course, is AI. As it becomes a strategic asset, AI will drive efficiencies, tailor communications to individual preferences, and bolster security.”
Lomas emphasised how channel companies can position themselves for success. He said, “Despite all these technological advancements, the ultimate decision for end customers will come down to which supplier they choose. While price remains important, the most significant factor will be the reputation and trustworthiness of the provider.
“MSPs and solution providers have a significant advantage. Customers will seek out organisations they trust. Those are the ones with the expertise to supply and support the technologies that drive their businesses forward and improve their customer experience.”
Goodwin, from NetSapiens, anticipates the market is heading towards a new phase. He said, “The business communications market is heading into a new phase – from convergence to intelligence and customisation. I expect to see smarter, not just unified, communications, with AI playing a central role, but not in a gimmicky way.
“Verticalisation will go mainstream, because providers who build vertical-specific propositions will gain market share by delivering more relevant, immediately valuable solutions.
“I also expect partner empowerment to define vendor success, with resellers and MSPs increasingly favouring platforms that give them control over branding, pricing, deployment, and integration. And finally, I expect to see open ecosystems over walled gardens. The future belongs to platforms that play well with others.”
Dolman, from Evolve IP, also expects developments within the AI space to continue to have an impact on the market. He said, “AI is going to have a much bigger impact, especially in the telephony arena. A fixed mobile offering that negates the need for people to have a personal and work phone will also gain a lot more appeal and traction.
“Equally, the PSTN switch-off is getting much closer and it’s still surprising how many organisations are not ready. It reminds me of the rush to GDPR compliance from the recent past.”
Pillow, from Voip Unlimited, added, “Looking ahead, the business communications market will continue to shift towards a multi-platform, AI-powered approach. We can expect even tighter integrations, increased automation and continued expansion beyond traditional voice, enabling businesses to deliver faster, smarter and more personalised interactions.”
This AI-first business communications market could be dominated by UCaaS solutions. Giggle, from Nebula, said, “The UK business communications market will evolve into a highly integrated, AI-enhanced ecosystem, with UCaaS as the cornerstone. Growth will be steady, though tempered by economic pressures like inflation and labour market challenges.”
The underlying networks that provide the connectivity business communications solutions require will also continue to be under the spotlight.
Blomley, from TP-Link, said, “The business communications market is poised for significant evolution in the coming years, driven by the dual forces of hybrid working and the return to office environments.
“Hybrid working is here to stay, offering flexibility and convenience, but it also introduces challenges in ensuring seamless communication across diverse setups. As businesses adapt to this new normal, the demand for faster and more reliable networking solutions will only intensify.”
Another opportunity could be found within the analytics arena. Business communications technologies create data at every touchpoint, providing invaluable information that can guide organisations towards their goals. Being able to turn that data into insights with analytics will be critical.
Easton, from Tollring, explained, “AI-powered analytics will become increasingly important in helping resellers and businesses anticipate challenges, and make informed decisions. The ability to leverage AI for data-driven insights will allow companies to stay ahead of customer needs, optimise their services and remain competitive in a rapidly evolving landscape.”
Time is running out to react to the changing market and Uslan, from Wildix, pinpointed what is at stake. He said, “The future is pretty clear. Remote work isn’t going anywhere, despite contradictory RTO policies. The future is about intelligence, automation and security. AI will dominate business communications.
“Expect smarter workflows powered by real-time sentiment analysis, hyper-personalised customer experiences driven by automation and a focus on cybersecurity as hybrid work expands.
“Resellers and MSPs who embrace these trends will thrive; those who cling to outdated models will be left behind. Adapt or perish – it’s that simple.”
This article was included in our May 2025 print issue. You can read the magazine in full here.