Telecoms
be built into the solution, transforming the channel and driving development.
The channel is losing relevance Enterprises want simplicity, visibility and real expertise. Te traditional broker-driven model is complex, fragmented and lacking transparency for enterprises. Te model itself has driſted too far toward margin stacking and silent no-value agents. Going into 2026, enterprises are continually challenged with:
• Uncertain partner ecosystems: deals are being pushed through with multiple layers involved, none of which are visible to the end customer. Enterprises can’t tell you who their actual telecoms partners are, who manages their accounts or what value those partners provide beyond administrative tasks.
• Restricted visibility: once services are in place, management oſten falls into a reactive state. Invoices go unchecked, assets are underutilised, and renewal dates are missed. End-to-end visibility is crucial; optimisation is near impossible in these situations. Making the channel clear, concise and visible brings clarity for enterprises.
• Transactions instead of strategic advice: instead of proactive guidance, too many partners operate on a deal-to-deal basis, appearing only when a renewal or upsell is due. For enterprises trying to modernise communication, this reactive model leaves them without strategic insight to implement AI-driven operations.
• Fragmented accountability: when lifecycle and contract issues arise, responsibility is bounced between vendors, brokers and carriers. Enterprises are leſt stuck in the middle. Service quality suffers, and operational standards vary between business units. Enterprises need complete visibility into operations.
• Limited preparedness for ai integration: AI is reshaping operations, providing clear insights into workloads, and automating workflows for procurement teams. Little of the channel is focused on these basic functions, leaving enterprises unprepared for the rapid shiſt toward intelligent, automated, data-driven communications.
• Rising expectations from leadership: business leaders now expect partners to deliver insights into performance, resilience, cost optimisation, and future-readiness. Traditional broker models don’t meet these expectations. AI and automation require forward-thinking, informed and visible guidance.
Te mismatch between what enterprises need and what the channel is delivering is widening. Enterprises are noticing this. If the channel doesn’t evolve, enterprises will begin bypassing it entirely, opting to work directly with partners that provide value, clarity and control in their communications.
Transforming the channel in 2026 In 2026, the channel needs to provide enterprises with transparency and visibility. AI is a catalyst for this development. Finding solutions that keep enterprises in the loop of their operations, utilise AI to its full capabilities and stay consistent alongside the modern telecom landscape is crucial for the channel going forward. Enterprises should expect partners who consolidate inventories, expose risks, validate diversity, compare providers
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and ensure every sourcing decision is aligned to the needed cost, performance and strategy. In 2026, we can expect AI to transform the channel model
through: • Shiſting from the commission-driven to advisory-led: the channel’s future lies in becoming a strategic advisor, rather than a transactional body. Partners must guide enterprises on AI readiness, cloud integration, network modernisation, and automation, supporting long-term roadmaps rather than short- term, broker-led deals.
• Total transparency across the lifecycle: enterprises should expect real-time visibility into every contract, circuit, service and cost. Transparency should extend across sourcing, ordering, billing and renewals so enterprises are aware of its margins and ownership all in one cohesive dashboard.
• Deploying AI to deliver real-time insights and clarity: AI-driven analytics can give enterprises the visibility and clarity they’ve been lacking. Usage patterns, optimisation, network performance insights and cost anomalies are all part of this predictive experience. By embedding AI directly into procurement strategy, partners are consistently providing value instead of once a year at the renewal periods.
• Managing the lifecycle proactively: proactive management of the entire lifecycle process, from procurement, onboarding, optimisation, support, renewals, and continuous improvement, is crucial to the channel’s development. With AI supporting automation, the channel can deliver this at scale, with consistency, accountability and measurable impact at the forefront.
• Trusting the channel within c-suite leadership: enterprises can expect partners to articulate ROI, risk, resilience and digital transformation strategies. Channel players who embrace an advisory role, supported by AI-driven insights, can provide deeper, long-term support and elevate their relevance inside the enterprise.
Te next wave of channel growth won’t come from selling bandwidth or traditional connectivity. It will come from AI-driven, unified management, implementation of intelligent automation, cloud-native networking and data-powered operations. Channel partners who align their offerings to these desired needs will move from a reactive strategy to proactive firefighting.
A channel prepared for reinvention in 2026 Te legacy broker model that once served the industry is no longer enough for enterprises navigating cloud, automation and AI-driven transformation. Enterprises need clarity, accountability, control and transparency within partnerships. Embracing this visibility will shiſt advisory-led brokers to leverage AI and deliver actionable, real-time insight that will redefine the channel entirely. Te future of telecoms procurement will be defined by partners
that combine AI-driven insight with real-world expertise. 2026 marks a turning point to re-evaluate what telecoms procurement could transform into. Tis is the moment to step up. Partners who evolve will become trusted enablers of business
growth, guiding enterprises through this technological shiſt and unifying lifecycles with AI-powered capabilities. Te opportunity is here for the channel to reset, refresh and reclaim its place as a strategic entity in the AI era.
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