PARTNERS ’ PERSPECTIVE
Channel partners will look for vendor and platform consolidation in 2025
2025 will be all about channel partners moving towards hyperverticalisation , driving flexibility in vendor relationships , vendor consolidation with one platform providing multiple solutions , and the convenience of getting the entire technology stack from one place . Executives from Sage , Netcall , NFON UK , provide their perspectives .
In 2025 , the channel faces several significant challenges that require strategic action to maintain a competitive edge . One of the foremost challenges is rising customer expectations . Another major challenge is the shortage of resources and rising labour costs .
The speed of technological advancement presents a significant obstacle . Moore ’ s Law dictates that as our capacity to compute increases exponentially , the pace of technological innovation accelerates . Recent developments like the explosive impact of Generative AI have rapidly transformed the market .
Resellers need to make proactive investments to keep pace with this acceleration by leveraging partner advisory councils , innovation laboratories , hackathons , conferences , and other collaborative forums provided by publishers . Regulatory compliance is an evolving challenge . Regulations are striving to keep up with technological advancements , with new mandates emerging in areas like e-invoicing , sustainability reporting requirements , and crypto asset accounting standards . Resellers must stay abreast of these regulatory trends to effectively advise their customers .
As value shifts from subscription models to consumption-based models , resellers need to gear up to maximise their participation in this evolving landscape . By focusing on consumption metrics and delivering ongoing value , resellers can enhance customer loyalty and revenue streams .
In 2025 , technology presents the most significant opportunities for the channel , enabling partners to engage customers more effectively and meet their evolving expectations . Customers are becoming increasingly savvy about what technology can achieve for their businesses .
It is vitally important that vendors take on a greater thought leadership role , and the relationships between them and channel partners become far more collaborative and educational , rather than transactional .
Rising customer expectations increase value placed on vertical expertise
Looking ahead to 2025 , three pivotal trends are set to significantly shape the channel landscape . Firstly , the rise of AI and automation is driving increased demand for expertise . Channel companies should invest in developing capabilities in these areas to meet growing customer needs , positioning themselves as knowledgeable partners who can effectively integrate these technologies into clients ’ businesses .
Secondly , pricing and packaging innovation is moving towards suites and modular add-on services . Resellers are increasingly expected to help customers architect their business solutions map to drive the right commercial outcomes . By offering comprehensive solutions and acting as strategic advisors , channel companies can enhance their value proposition and better meet evolving customer demands .
Thirdly , the dominance of cloud computing continues to transform the industry . Resellers need to gear their businesses around subscription annuities
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