State of the Industry
pressure. AI is a prime example. “Te potential of AI to transform a business isn’t overhyped, but most organisations lack the data maturity to leverage it effectively. Companies are slow-rolling investments in AI-enabling hardware if they are not ready at the application and data layers. “More than ever, leadership means showing up, explaining
decisions, listening without defensiveness and engaging customers and their trusted channel partners as part of the process.” Trust, she says, is becoming the true differentiator.
cloud adoption, the uptake in Unified Communications tools, and an explosion of connected devices have moved security, compliance and simplicity to the top of their priorities list.” He argues that the type of access, 5G, full fibre or hybrid,
matters less than the overall experience. Businesses want seamless connectivity, automatic failover, intelligent traffic prioritisation and policy-based control. Security and data sovereignty are also becoming decisive factors as regulations tighten and customers become more cautious about where their data resides. Jones believes partners are increasingly winning
by delivering value higher up the stack. Unified Communications as a Service is growing rapidly, driven by 5G, FTTP, edge computing and soſtware-based networks. Tese technologies make connectivity more flexible and easier to separate from the services that run on top, enabling partners to deliver integrated, service-led solutions. He describes a future where connectivity is the foundation,
Connectivity and service as experiences, not products Connectivity remains one of the most dynamic areas of the industry, shaped by fibre rollout, Wi Fi evolution, 5G expansion and the growing strain of IoT adoption. Alan Jones, Consumer Solutions and Marketing Manager at D-Link, believes 2026 will be the year fibre and Wi Fi 7 reach “terminal velocity.” He points to the UK fibre rollout hitting 80% coverage in summer 2025, a milestone that has democratised gigabit speeds across much of the country. Jones expects Wi Fi 7 pricing to fall in line with legacy
Wi Fi 5 and 6 packages, driving adoption across homes and businesses. But he cautions that not all Wi Fi 7 hardware is equal. More affordable devices may lack key features such as MLO or the 6GHz band, which deliver the real-world benefits businesses expect. His advice is simple: evaluate needs and budgets carefully before committing to upgrades. Jones also highlights the growing strain on cellular
networks as IoT devices proliferate. He expects significant growth in 5G Standalone (SA), noting its capabilities in network slicing and ultra-reliable low-latency connections. Tese features will support emerging applications such as automated robotics, driverless vehicles and low-latency gaming. For Jones, 5G SA has the potential to provide high- speed connectivity for billions of users and unlock new use cases across industries. Gavin Jones, Director of Wholesale Partners at BT
Wholesale, describes a connectivity market being reshaped by economic pressure and rapid infrastructure transformation. Customers are driven by value for money and speed, but their expectations have evolved. “UK businesses now expect more than just a fast connection. Widespread hybrid working,
16 | January/February 2026
but the real value lies in the services built around it. Cloud telephony integrated with CRM systems, contact centre tools with built-in analytics, SD WAN bundled with security, managed firewalls, secure remote access and mobile device management all contribute to a one-stop shop experience. “It’s not just a connection anymore – it’s a set of services that works as a one-stop shop.” Automation is the next major differentiator. Jones notes
that AI now powers everything from predictive analytics to intelligent marketing workflows. Automated service desk workflows can dramatically improve response times and stability, while AI-driven insights help anticipate issues before they arise. For partners, automation frees time to focus on strategy rather than day-to-day fixes. “It’s this blend of smart automation and human advice that will help partners empower every customer they serve.” Ian Kilpatrick, Non-Executive Director at Northamber,
offers a grounded view of market sentiment. He describes the industry as a collection of moving parts, each influenced by different customer demographics and spending behaviours. Over the past year, he has seen a generally flat market, depressed in part by organisations delaying discretionary spend and others being cautious with existing budgets. But he also sees signs of improvement. “I would describe
the general feeling in the industry as cautiously optimistic, which is definitely an improvement from 2025’s mildly downbeat.” His metaphor captures the mood: “We’re in the tunnel now, and there’s a glimmer of light. However, it is either the end of the tunnel far off, or a train approaching.” It’s a reminder that while optimism is returning, uncertainty remains a defining feature of the landscape. While technology continues to evolve, the fundamentals
of customer service remain central to channel success. Mike Barron, UK Managing Director at Synaxon, believes the industry is performing well, particularly in the channel. “We achieved fantastic growth last year, and we have ambitious targets for 2026. In my view, what we are doing extremely well is delivering higher levels of customer service.”
www.pcr-online.biz
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
