2025 Predictions
TOUGH TIMES, SPECIALISATION, AND RAPIDLY
EVOLVING TECH There is no doubt that almost every aspect of tech is intertwined with AI, security, and sustainability, which are all changing rapidly. This, against a landscape of
T
he outlook for channel businesses and their vendor partners in 2025 is shaped by several key factors, focusing on the economy and technological evolution. Tim Whiteley, co-
founder of Inevidesk, expresses cautious optimism, citing growing confidence and investment as indicators of potential opportunities. However, he notes that “whether the year starts right will depend on how well businesses navigate emerging trends and challenges.” Gavin Jones, channel director at BT Wholesale, believes 2025
could be a breakthrough year for channel partners. Research shows customers want simplified collaboration, improved connectivity, and opportunities to explore technologies like 5G and AI. “Growth and innovation in the channel will depend on customer-centric strategies and building relationships with partners able to demonstrate flexible networking across different technologies,” Jones says. He sees significant opportunities with 5G, UCaaS, all-IP, and AI but says that “trust and simplicity will remain the bedrock of success,” alongside a greater focus on sustainability and diversity. Sippora Veen, VP of global partner marketing at Sage, notes several
key trends reshaping the channel landscape, including industry consolidation, flexibility in vendor relationships, and the transition of partners towards advisory roles. She also stresses managing customer expectations around AI and addressing IT skills gaps through service-led solutions. “By delivering meaningful impacts on clients’ ways of working, partners can exceed customer expectations and solidify their position in an evolving technological landscape.” “Strategic partnerships will become increasingly important, with distributors and vendors stepping up as educators to guide customers
30 | January/February 2025
on their AI journey,” says David Keogh, senior director of sales and channel EMEA at Dropbox, who believes that partners who balance innovation with a customer-centric mindset will thrive. He predicts that in 2025, the lines between traditional channel
roles will blur, with vendors, distributors, and partners embracing new business models and evolving from transactional relationships to value-driven ecosystems. “Te channel will not just adapt but redefine itself, creating an era where technology becomes a collaborative force that drives growth, resilience, and innovation across the board, with AI as the enabler.” Holly Anschutz, director of channel UK&I at Extreme
Networks, points out that as we move into 2025, channel partners are navigating a complex landscape shaped by technological advancements, particularly AI, and the rapid pace of digital transformation. Tightening budgets are challenging organisations to do more with less. Anschutz believes platformisation is a critical trend, where
unifying IT components into a single platform can simplify complex IT systems, reduce specialised skill demands, and streamline operations. “Our recent CIO survey revealed that 50% of CIOs and senior IT leaders ranked this as a top challenge,” she says. Recognising the value of platformisation, 88% of CIOs and senior IT leaders now favour a single integrated platform for networking, AI, and security. “Tis growing preference signals a potential industry shiſt in 2025,” Anschutz says, noting that channel partners prioritising such solutions can gain a competitive edge, deliver exceptional customer experiences, and drive long-term growth.
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