www.technologyreseller.uk THE MAGAZINE & ONLINE CHANNEL NEWS & RESOURCE FOR MSPS, IT RESELLERS & SUPPORT PROVIDERS VIEW FROM THE CHANNEL PAGE 28 With Kane Hardy, General Manager of Green IP 60 SECONDS PAGE 32 With James Dunn, Channel Director of DEX specialist ControlUp Scan the QR code and find out how to become a partner Turn to page 18 to find out more. Discover your opportunities for growth with our trusted partnership Join us as we deliver value for our business partners in workplace technology Unlock your growth potential today TECHNOLOGY RESELLER MAGAZINE IN PRINT & ONLINE SINCE 2016 IN PRINT & ONLINE SINCE 2016 IN PRINT & ONLINE SINCE 2016 PAGE 12 How Gamma is helping IT MSPs profit from UC UNIFIED COMMUNICATIONS
Spitfire’s One Network One Network uses MPLS to combine mobile, fixed line and cloud connectivity into a secure private network. A low cost, no fuss, business and IoT solution that is both invisible and unreachable to external threats. Easily built using whichever primary and backup access components are required to connect your sites, users, devices and servers - wherever they may be located. New connections are simply added to your network without the need for time-consuming VPN tunnel configurations. Just choose the best access type for your application or location. We can also offer Spitfire Unified Network for connecting remote sites, devices and applications to One Network using existing thirdparty connectivity and secure encrypted tunnels to our FWaaS gateway, managing everything through a single web portal. What could be simpler, or safer? Call us today, to find out more. www.spitfire.co.uk Telecoms and IP Engineering Solutions for Business since 1988 Innovative • Flexible • Reliable • Supportive • Cost Effective Sales 020 7501 3333 • Partner Services 020 7501 3150 VOICE INTERNET I O T W A N www.spitfire.co.uk/ spitfire-iot/ Key Benefits No public internet traversal Avoid need for encryption MPLS private networks available Fixed or dynamic IP addresses Private APN available • Poor device visibility and erratic management ? • Requirement for third party remote access ? • Default or weak passwords ? • Software security updates ? • Transmission of unencrypted data ? Worried about IOT security? Are you at risk from: Invisible and unreachable to external threats Looking for mitigation with one easy, cost effective and time efficient solution ?
03 CONTENTS technologyreseller.co.uk ISSN 2632-9301 (Print) ISSN 2632-931X (Online) Technology Reseller is published by Kingswood Media Ltd., 7 Amherst House, 22 London Road, Sevenoaks TN13 2BT • Tel: 01732 759725 Email: [email protected] www.technologyreseller.co.uk No part of Technology Reseller can be reproduced without prior written permission of the publisher. © 2025 Kingswood Media Ltd. Editor: James Goulding 07803 087228 · [email protected] Publishing Director, Social Media and Web Editor: Neil Trim 01732 759725 · [email protected] Advertising Director: Ethan White 01732 759725 · [email protected] Events & Commercial activities: Paul Johnson 01732 759725 · [email protected] Account Manager: Jeff Root 01732 759725 · [email protected] Designer: Brian Cloke 07484 288189 · [email protected] If you no longer wish to receive Technology Reseller magazine, please email your details to [email protected] Register online To receive your regular FREE printed copy of Technology Reseller Magazine simply fill in our online registration form at www.technologyreseller.uk/register Read Technology Reseller online, on tablets and smart phones www.technologyreseller.uk Join us : Follow us technology-reseller-magazine technologyreseller.co.uk 04 Distribution News Alton Valley secures UK distribution rights for Credo ID 10 Marketing New report on loss of partner marketing skills ‘a wake-up call for the industry’, says Coterie 12 Unified Communications How Gamma is helping MSPs add voice services, unified communications and connectivity to their product offerings 16 Reseller News The tech sector continues to set the pace in cross-border M&A activity 21 Avast Special Report How Avast is making it easier for MSPs to provide multi-layered security encompassing antivirus, patch management, cloud backup, remote management and web content filtering 26 Business Briefing HP helps NHS Primary Care unlock efficiency and cost savings 28 View from the Channel With Kane Hardy, General Manager of carbon-neutral hosted telephony and unified communications provider Green IP 30 Opinion Dave McGrail, Head of Business Consultancy at Xalient, explains how Digital Twins can enhance network management and security 32 60 seconds With James Dunn, Channel Director of ControlUp 34 Events What went down at Technology Reseller’s second annual ski club networking event in Sauze d’Ouix. Ethan White reports 36 Tech Digest A round-up of the latest developments from established and emerging technology vendors 40 People New faces, new places TECHNOLOGY RESELLER MAGAZINE IN PRINT & ONLINE SINCE 2016 IN PRINT & ONLINE SINCE 2016 IN PRINT & ONLINE SINCE 2016 Page 06
01732 759725 DISTRIBUTOR NEWS Comstor launches white-label SOC services for MSPs in EMEA Westcon-Comstor’s Cisco-focused Comstor arm is offering Cisco partners across EMEA the opportunity to build new recurring revenue streams with the launch of its first managed SOC solution. The white-labelled Comstor solution, powered by Cisco XDR (Extended Detection and Response) and created in response to partner demand, allows partners across EMEA to launch a SOC offering under their own brand without the cost and complexity of building, running and maintaining their own solution. Offering a single dashboard for efficient and centralised management, plus 24x7 support and monitoring from certified Comstor analysts and engineers, Cisco XDR harnesses multiple security layers (network, endpoint, server and cloud) and applies advanced analytics, AI and machine learning to detect, investigate and respond to cyber threats in real time. It integrates seamlessly with existing security architectures, including non-Cisco solutions, and can scale to meet the needs of organisations of all sizes. Steven Heinsius, Vice President, Product Management and Marketing EMEA at Comstor, said: “Our managed SOC offering enables partners to expand their service portfolio and provide comprehensive security solutions to end-users, unlocking new growth opportunities and increasing customer retention and loyalty. We believe this solution represents a clear point of differentiation for partners and equips them with a competitive advantage.” www.westconcomstor.com Keepit partners with Ingram Micro UK SaaS data protection provider Keepit is partnering with Ingram Micro in the UK to give MSPs, MSSPs and VARS easier access to its vendor-independent cloud solution for data backup and recovery. Ingram Micro will assist in marketing, selling and supporting the Keepit portfolio while enhancing flexibility in purchasing and financing solutions that incorporate Keepit’s SaaS data protection services. Liz Barnhart, VP of Global Strategic Alliances at Keepit, said: “Our relationship with Ingram Micro will help expand our UK footprint, elevate Keepit’s partner engagement commitment and help take our channel business to the next level. As the importance of data security continues to rise, this agreement will provide channel partners with a new and effective way to procure our technology and better support their business growth.” www.keepit.com/partners … TD SYNNEX relaunches Cisco Momentum TD SYNNEX has re-launched its longstanding Cisco growth acceleration programme which, as well as helping to generate new business, will ease partners’ transition to the new Cisco 360 channel programme, due to go live in February 2026. The relaunched Cisco Momentum partner programme introduces four dedicated clubs focused on Security, Lifecycle, Managed Services and SMB, each with its own tailored resources and support. It will continue to have three tiers (ACES, Boost, and Digital), with benefits at all levels, including training, help with Cisco programmes and processes and access to online platforms for faster quoting and order management. Boost partners will additionally be aligned to a business development manager and invited to participate in Club round tables, while ACES partners can look forward to personalised account management and executive-level events. https://uk.tdsynnex.com/ … SentryBay enlists Prianto to help it reach AVD and W365 users Software distributor Prianto, a QBS Technology Group company, has added the SentryBay Armored Client for Microsoft AVD and W365 environments to its vendor portfolio, as part of an exclusive distribution agreement with the specialist in preventative endpoint isolation protection. SentryBay, which as the OEM behind Citrix App Protection helped redefine endpoint security for accessing VDI, is now targeting enterprise and SME users of Microsoft AVD and W365. Its Armored Client helps protect organisations from common threats such as keylogging software, which captures everything a user types including passwords and confidential data, and 04 Giacom adds GoCardless integration to Cloud Market Tools As part of its wider strategy to help technology providers reduce their reliance on manual processes, Giacom, the 100% channel-focused marketplace and software provider, has launched an integration between its Cloud Market Tools billing platform and GoCardless. Cloud Market Tools is a modular software suite designed to streamline every aspect of an MSP’s operational journey, from quoting and ordering to billing and payment collection, supported by an ecosystem of integrations with leading finance, CRM and payment solutions. The integration with GoCardless will enable channel partners to manage Direct Debit payments from within their billing system, simplifying collections, improving cash flow and reducing operational overheads. Ant Molloy, Managing Director of Cloud Market Tools, said: “With GoCardless now fully integrated into Cloud Market Tools, we’ve created a fully automated payment collection service. This enables partners to manage collections and reconciliations without having to leave their billing system. That means no more switching between systems, no more rekeying data and no more chasing late payments.” Tom Metcalfe, Director, UK&I Partnerships at GoCardless, added: “Bank payments are cheaper, safer and more reliable than cards, which is why we believe they’re the ideal way to increase revenues while cutting down on costs. From popular forms of bank payment like Direct Debit to new, cutting-edge methods like those powered by open banking, this partnership allows our joint customers to access best-in-class payments directly within a platform they know and trust.” Giacom.com Zscaler first for Westcon-Comstor Highlighting its ability to deliver cutting-edge zero trust solutions and secure sensitive customer data across all environments, Westcon-Comstor has become the first distributor in EMEA to earn Zscaler Partner Delivery Specialisation in Data Security across both sales and deployment. Zscaler’s unified, AI-powered data protection platform helps organisations combat data loss, simplify operations, strengthen security and ensure compliance, even in complex AI-driven environments. www.westconcomstor.com Ant Molloy Steven Heinsius Comstor Liz Barnhart Keepit
DISTRIBUTOR NEWS continued... technologyreseller.co.uk screen capture attacks that steal critical data directly from a user’s screen by scrambling keystrokes and blanking out screenshots. Prianto MD Jordan Travers said: “We have the expertise and resources to fully support SentryBay and showcase the value of their proven Armored Client technology. Their endpoint isolation protection stands out in the market, combining innovation with a strong reputation and a lot of credibility behind it.” https://www.prianto.com/uk/home … Avast endpoint protection now with monthly billing Exertis Cybersecurity has expanded its cybersecurity offering with Avast’s endpoint protection and easy-to-use patch management solutions. The award-winning products and services are available with flexible monthly billing from the Exertis Flex marketplace, a self-service platform built for MSPs and MSSPs. Monthly payment options offer greater flexibility for end user customers while reducing partners’ upfront expenditure and time spent tracking licence expiration dates. Dominic Ryles, Exertis Cybersecurity Sales and Alliance Director, said: “Avast’s arrival at Exertis Cybersecurity marks an exciting step forward in our mission to deliver robust, scalable security solutions to businesses across the UK and Ireland. I’m thrilled to expand our portfolio with a proven leader in the endpoint space and look forward to working with our partners to integrate these solutions into their cybersecurity offerings and drive long-term protection to their customers.” www.exertis.co.uk 05 ALSO launches cybersecurity platform for MSPs Cloud marketplace and technology provider ALSO, owner of Westcoast, is expanding its cybersecurity offering across all 32 countries in which it is represented with the addition of new cybersecurity products from CYE. These include the HYVER platform that allows MSPs to manage cyber risk for their SME customers, create a funnel of countermeasures and support the prioritisation of remedial actions. Reuven Aronashvili, Founder and CEO of CYE, said: “We are very excited about the opportunity to work with ALSO and its extensive ecosystem, especially with regard to new compliance requirements such as NIS2 and DORA. Together, we help MSPs clearly see what their clients should focus on to improve cybersecurity, aligned with their specific industry and business needs.” https://also.com Solstice AV adds i3CONNECT and LianTronics to vendor portfolio Solstice AV, a UK-based distributor of professional AV solutions across the UK and Europe, has strengthened its product portfolio through new partnerships with i3CONNECT and LianTronics. i3CONNECT, the large-format touch display and interactive technology brand created through the merger of i3-Technologies and CTOUCH, has chosen Solstice AV as its UK distribution partner to provide resellers with faster delivery times, enhanced availability and a more efficient ordering process. Solstice AV will carry the full range of i3CONNECT solutions, with local stock and dedicated support. Kurtis Oliver, Country Sales Manager UK at i3CONNECT, said: “This partnership is a key milestone in our UK growth strategy. By working with a trusted and service-driven local distributor, we can offer our partners a smoother and more responsive experience.” Solstice AV has also taken on an extensive range of advanced and ultra-flexible LED displays, LED walls and all-in-one LED solutions for indoor and outdoor installations through a partnership with LianTronics. The Chinese manufacturer has been involved in more than 400,000 projects worldwide, from immersive XR studios and attention-grabbing deployments in retail stores and corporate offices to large-scale LED billboards. Paul Midwood, Company Director at Solstice AV, said: “This collaboration marks a significant step in expanding our portfolio and further reinforcing our commitment to provide world-class LED technology. With LianTronics, Solstice AV is set to redefine LED distribution, enabling resellers to deliver transformative projects across diverse sectors.” www.solsticeav.com Dominic Ryles From AI curiosity to full-scale success Climb Channel Solutions UK has officially launched a new partner programme designed to take partners on a six-step journey from AI curiosity to full‑scale success. Launched at the specialist distributor’s Partner Summit in London, the Skyward Project: Climb’s AI Partner Programme includes training delivered by the Climb AI Academy; access to Unframe’s unified platform for scaling AI use cases; a portfolio of partner‑ready solutions from vendors such as ManageEngine, SolarWinds, VAST, Microsoft and more; and the Climb AI Business User Group, where partners can share ideas, strategies and advice. Climb CRO Gerard Brophy said: “The Skyward Project is built on the idea that no single vendor or partner holds all the answers to AI’s complexities. Instead of pretending otherwise, we’ve built a practical ecosystem that combines the expertise of multiple specialists, leaders and innovators. Our goal is simple but powerful; we want to help partners turn AI from a promising technology into a driver of measurable, realworld value and we want our partners to get there as quickly as possible.” www.climbcs.com/uk Ronnie Hamilton, Presales Director at Climb Channel Solutions, launching The Skyward Project at the Climb Partner Summit in London
DISTRIBUTOR NEWS ...continued 01732 759725 Hexnode and Kite highlight opportunities in Endpoint Management Hexnode, the Unified Endpoint Management (UEM) solution from Mitsogo Inc., has followed the opening of a UK office in London’s Gherkin skyscraper by announcing the appointment of Kite, a value-added distributor of cybersecurity and networking technologies, as sole distributor of its UEM solutions in the UK. Providing a unified console to manage and secure endpoints across multiple operating systems and features such as Patch Management, Application Management, Remote Monitoring and AI-driven Automation, Hexnode’s UEM solution will enable resellers to benefit from strong growth in the Enterprise Mobility Management (EMM) market which is forecast to reach $3.374 billion by 2030 with a CAGR of 21.9%. Kite Business Development Director Stuart Nairne-Clark said: “Hexnode is a perfect addition for us in the UEM space. The channel proposition, offering both traditional resale and an MSP model, coupled with significant investments into the local UKI team, makes Hexnode the ideal vendor partner.” … Mast Digital (UK) to distribute TP-Link networking and surveillance solutions TP-Link, a leading provider of ISP, business and consumer networking and smart home solutions, has announced a strategic partnership with Mast Digital (UK), a family-run distributor of CCTV & security systems, intruder alarms, access control, intercoms, professional AV equipment and aerial and satellite solutions. The addition of TP-Link’s complete professional portfolio of Omada networking solutions and VIGI surveillance cameras and NVRs, all underpinned by the Omada Central cloud-based remote management platform, will enable Mast Digital to deliver fully integrated, easy-tomanage networking and security solutions to businesses across the UK. Matthew Jones, Technical Manager at Mast Digital (UK), said: “We’re proud to partner with TP-Link to offer our customers a complete, scalable solution that combines surveillance and networking technologies. The addition of Omada Central unlocks new opportunities for our partners, giving them greater control, flexibility and long-term value in their projects.” Ben Allcock, Sales Director UK&I at TP-Link UK, added: “Our partnership with Mast Digital (UK) reflects our commitment to make it easier for partners to offer unified solutions with the full backing of TP-Link’s innovation and support.” www.mastdigital.co.uk … Displaylite acquired by CDS Crystal Display Systems Limited (CDS), a leading distributor, value-added reseller and developer of custom monitors and flat panel display solutions, is consolidating its position in the display industry with the acquisition of Displaylite, a specialist provider of multi-touch solutions for monitors, displays and video walls. CDS CEO Chris Bartram said: “By combining Displaylite’s assets and expertise with CDS’s strong infrastructure, we anticipate a powerful synergy that will set new benchmarks in the industry. More than just a business decision, it’s about carrying forward a legacy and building upon it.” https://crystal-display.com/ 06 Alton Valley secures UK distribution rights for Credo ID Derby-based tech firm Alton Valley has secured exclusive UK distribution rights for Credo ID, Midpoint Security’s web-based access control and security management software for streamlining the integration, management and monitoring of access control hardware from leading brands. As the firm’s only approved UK supplier, Alton Valley will also be Midpoint Security’s primary installation and service partner. Commenting on the partnership, Alton Valley Managing Partner Carl Hamill said: “At Alton Valley, we’ve built a reputation for delivering the highest level of security infrastructure, from biometric access control to large-scale network security deployments. Partnering with Credo ID and securing exclusive UK distribution means we can now offer the most sophisticated, scalable and secure access control solutions to businesses across multiple industries. Our expertise in high-security environments, combined with Credo ID’s next-generation software and hardware, ensures that clients get best-in-class security solutions that are both resilient and future-ready.” Saulius Martinenus, CEO of Credo ID and Midpoint Security, added: “Alton Valley has set the standard for security infrastructure in some of the most demanding and highsecurity environments in the UK. Their expertise in implementing and managing large-scale security systems, combined with our innovative access control solutions, makes this partnership a perfect fit. We see this as the beginning of a transformative shift in how access control is implemented in critical environments across the UK.” From right: Saulius Martinenus, CEO of Credo ID and Midpoint Security, and Aivaras Remeikes, the Technical Partner of Credo Cogent Distribution enters partnership with CableFree In a new partnership with 5G RAN and backhaul vendor CableFree, Cogent Distribution will stock and distribute the company’s high-performance private 5G wireless connectivity solutions across the UK. 5G projects require equipment on short lead times and the wireless and connectivity products distributor says the collaboration will greatly reduce turnaround times for the supply of CableFree 4G and 5G LTE products, enabling rapid deployment of 5G networks. Anita Mistry, Sales Director at Cogent Distribution, said: “We are excited to bring onboard worldrenowned wireless networking vendor CableFree. Their private 5G solutions perfectly complement our existing portfolio, and we are eager to add value with our services and support, including stock holding, pre-sale and technical resources, demos, proofs of concept, training and more.” CableFree professional wireless products, with capacities of up to 10Gbps, are designed to deliver enhanced security, low latency, high reliability and freedom from interference. With a modular design, fast installation and easy upgrades, CableFree products are ideal for fixed rural broadband, as well as safe city, mobility, automation, security and other 5G applications. cogentdistribution.com (l-r) Stephen Patrick, CEO of CableFree and Anita Mistry, Sales Director at Cogent Distribution celebrate the new partnership alongside a CableFree 4G & 5G LTE Small Cell SmartPole continued...
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DISTRIBUTOR NEWS ...continued 01732 759725 Exertis boosts inclusion with two new internal Support Groups Specialist distributor Exertis has launched two new Employee Resource and Support Groups – Fertility and Men’s – bringing the total number of groups set up for specific communities within its workforce to eight. Others include a Mental Health First Aider Support Group, which Exertis has had for a number of years; separate Employee Resource Groups for Women, Ethnicity and LGBTQIA+, set up two years ago; and a Menopause Support Group and Enable network for Neurodiverse and differently abled colleagues, both of which were launched last year. Chief People & Inclusion Officer Jo Lawrence said: “Our commitment to fostering a culture of inclusion where everyone can be their true self is unwavering. We are proud of the external recognition we have received and continue to champion a culture of dignity and respect where everyone feels valued, included and celebrated.” www.exertis.co.uk 08 New Brigantia owners prioritise continuity Pan-European distributor the Elovade Group, formerly EBERTLANG, is entering the UK market with the acquisition of cybersecurity distributor Brigantia Partners Limited. The value-added software distributor’s eighth and largest acquisition to date builds on its existing presence in Germany, Austria, Switzerland, the Nordics and Italy, where it employs 200 people and has a partner network of thousands of IT service providers. Brigantia Founder Iain Shaw and Chairman Martin Wright will exit Brigantia, following the change of ownership, but in other respects the focus is on continuity, from retention of the existing vendor portfolio and continued use of the Brigantia name (initially) to the appointment of Angus Shaw as Managing Director for the UK & Irish business. Shaw said: “This acquisition is an emphatic vindication of the strength of Brigantia and what we have achieved over many years. The basis of our success has been a relentless focus on adding value for partners through the quality of our portfolio, the knowledge of our team and the strength of our relationships. Nothing changes on that front. Our partners can expect the same commitment from the same team.” He adds that, in addition, they can look forward to new opportunities as part of the Elovade Group, including the possible extension of the group’s proprietary cloud platform, EL Cloud Services, to the UK. www.brigantia.com Jo Lawrence Exertis Network Group recognises top-performing members and technology partners On May 8, Network Group, the peer-to-peer community of MSPs, IT resellers and retailers founded in 1994 to foster mutual growth and success, announced the winners of the 2025 Network Group Awards at a special awards ceremony at the Kimpton Clocktower Hotel in Manchester. Celebrating the achievements of group members and technology partners, the awards provided a fitting finale to Network Group’s flagship annual gala and exhibition. Network Group Chairman Michael Morgan said: “The Network Group Awards celebrate the amazing achievements of our vibrant community. This year’s winners have demonstrated exceptional commitment to business improvement, dedication to providing top-quality service and a drive to better themselves every day, truly embodying what it means to be part of our unique community.” In total there were 16 awards, including a special award for David Tulip, former Managing Director of Network Group and now Director of MSP EMEA at Egnyte. The full list of 2025 Network Group Award winners is as follows: New Member of the Year: Nutbourne New Partner of the Year: Rewst Technology Service Provider of the Year (up to £1.2m revenue): WLS IT Team Member of the Year: Vicky Siddall Telco Service Provider of the Year: Uptech Partner of the Year (Sub £20m revenue): Inforcer Managed Service Provider of the Year (Sub £2.5m revenue): Nebula IT Account Manager of the Year: Ryan Constable, Mesh Managed Service Provider of the Year (Plus £2.5m revenue): Morgan & Morgan Security Vendor of the Year: Brigantia Member Initiative of the Year: 1-Fix Partner of the Year (Plus £20m revenue): Pax8 Marketing Team/ Campaign of the Year: Node IT Channel Champion: Angus Shaw, Managing Director, Brigantia Special Recognition: Jym Whitelaw, Account Manager at Epson, and David Tulip, Director, MSP EMEA at Egnyte and former Managing Director of Network Group William Connor, Co-founder of Inforcer, Partner of the Year in the sub-£20m revenue category, said: “We joined as a vendor partner in 2023 and won the New Partner of the Year award in 2024, so it’s truly incredible to win the Partner of the Year award this year. Network Group have played a pivotal part in our journey over the last few years, so we’re honoured that the members have recognised the work we’ve put into both our product and the Microsoft community we’re building to enable MSPs to leverage more of the M365 security stack.” Ege expands vendor portfolio with new distribution agreement Independent wireless electronics distributor ege, previously known as Eurostar Global Electronics, is continuing to strengthen its mobile accessories portfolio with its second new distribution agreement so far this year. Following its appointment in March as an official UK distribution partner of PanzerGlass, the developer of awardwinning screen protectors and cases, ege has entered a strategic distribution partnership with UGREEN, a provider of chargers, docking stations, adapters and other accessories. The partnership is designed to bring greater value, choice and product availability to resellers and end-users throughout the UK by pairing ege’s extensive distribution network and customerfocused service model with UGREEN’s expertise in product development. www.ege.co.uk
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10 01732 759725 MARKETING While martec and digital marketing topped the list, also ranking highest amongst the skills partner marketers need today, AI and automation have surged, rising from 15% to 27% to become the second most important future skill. Close behind are data and analytics capabilities, which have also more than doubled in importance, from 12% to 27%. Helen Curtis, Co-founder of Coterie, points out that these findings highlight the growing importance of AI and data to channel marketing. “Senior executives place a lot of value on data and the certainty that data provides. By using AI, data and analytics, channel marketers can better demonstrate ROI, something that could finally secure the budget increases that partner marketing has long needed,” she said. However, the research also shows that partner marketers feel unprepared for the shift towards AI, with respondents ranking it as the top area where they need training to succeed by 2030. Strategic thinking followed closely behind, with data and analytics skills also emerging as key development priorities. Traditional communications and negotiation skills have dropped down the list of perceived importance, with adaptability rising sharply, from one of the lowest ranked skills today to being among the six most critical skills required for success over the next five years. https://coteriecommunity.global/ creative. And because teams often share martech systems, there’s a belief that combining roles will create efficiency. But what’s being lost are the specialist skills that actually make partner marketing work.” Harming relationships Attendees at the Connect event echoed Dunkley’s concern, agreeing that CMOs and senior executives must act to protect partner marketing skills, recognising their value to long-term channel performance. Barnaby Wood, Director of Product Management at Arctera, said: “The watering-down of focus on dedicated partner marketing we’re seeing in many organisations means that those who do retain the skills are forced to widen their remit, driving the need for adaptability. “The corollary, of course, is that some of the key skills of partner marketers, crucial in building strong relationships and distinct from field marketing skills, become less highly valued. Ultimately, the loser in all of this are the relationships within our ecosystems.” In-demand skills The research, conducted in partnership with Sapio Research and augmented by quantitative interviews, also addresses marketing budgets, spending patterns, strategic priorities and the skills partner marketers believe they’ll need to succeed in the next five years. Valuable partner marketing skills are at risk of being lost or diluted as the structure of marketing teams across the channel fundamentally shifts. According to a new research report from ecosystem enabler Coterie, partner and field marketing teams are increasingly being merged, with only 15% of partner marketers now working in fully independent teams. The report warns that this integration is not only diluting the specialist skills required to run effective partner marketing programmes but also making those in blended teams less confident in their ability to perform their role. Launched at a recent Coterie Connect event in London to an audience of around 50 partner marketers, The 2025 Partner Marketing Skills Report: Trends, Gaps and Opportunities highlights that without urgent investment in training and development, the channel risks losing the expertise it needs to drive future growth. Jo Dunkley, Co-founder of Coterie, describes the research as a wake-up call. She said: “We’re seeing partner marketers in integrated teams feeling less confident in their ability to succeed, and that should raise alarm bells. At the heart of this shift is a mix of budget pressure and misunderstanding. Many C-level executives assume that partner marketing can just piggyback on field marketing efforts, using the same content, campaigns and New skills report a wake-up call for the industry warns partner marketer champion Is loss of partner marketing skills hampering channel growth? Partner marketing champion Coterie Connect, formerly known as the Coterie Community, is a pioneering community and platform dedicated to elevating the field of partner marketing through virtual discussions, in‑person meetups and shared industry insights. Founded by industry veterans Helen Curtis and Jo Dunkley to champion the cause of partner, ecosystem and channel marketers, the initiative has grown from its inception in 2022, in partnership with the University of Huddersfield, to become a vital hub for over 100 industry professionals. Following the conclusion of its funding from Innovate UK in February 2024, the community has transitioned to a free membership model based on contributions. Coterie Connect members receive automatic invites to the group’s First Friday Webinar series where industry experts share insights and strategies on how to thrive in today’s business ecosystem, addressing a different facet of ecosystem partnerships each month. https://coteriecommunity.global/join-us/ Helen Curtis Jo Dunkley
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12 01732 759725 can be quite daunting. Our purpose is to take that burden from you.” Gamma’s specialist onboarding team does this by providing product knowledge, sales and technical accreditation training, commercial support and marketing collateral. “Simply being given access to new products and portals without the initial onboarding experience tends to create a poor customer experience for the reseller and, more importantly, for end users as well,” explains Lomas. “A key advantage for partners is their existing customer base – customers who have already made purchases from them but are likely to have additional product needs fulfilled elsewhere. By expanding their portfolios, partners can capture more of these opportunities. Every customer requires essential services like phone systems, mobile solutions and connectivity. If they’ve already trusted you with Product A, why wouldn’t they consider buying Product B, C or D from you as well? “Our expertise lies in helping partners integrate these additional offerings into their portfolios, whether they are managed print providers, IT MSPs or distributors. Each type of partner requires a tailored approach, and we have the experience to guide them through this process effectively.” A choice of partner model Gamma offers a highly flexible partner model, enabling businesses to find the right fit, whether they are a smaller IT reseller with 100 customers or a large managed print organisation with 5,000, and then progress through different models as they grow in expertise and confidence. They can begin with a commissionbased referral relationship, then take ownership of contracts with the support of Gamma’s white-label bureau billing platform, eventually transitioning to a fully wholesale model. “This flexibility is backed by the right portals and platforms to accommodate all partners, whether they handle a few orders a week or just a handful annually,” says Lomas. Central to this is providing effective training. Gamma’s online Academy enables as Mark Lomas, Channel Director for New Partners at Gamma, explains. “The New Partner channel was established to engage new verticals – businesses with an existing client base that may not have fully explored opportunities in our market. Our goal is to help them understand the potential for growth, recognise the risks of inaction, and equip them with the knowledge needed to maximise success. Entering this space can be challenging for non-traditional voice providers, but with the right guidance, they can unlock significant opportunities.” He points out that many IT and print-focused MSPs lack expertise in porting, provisioning and billing and even the ability to effectively sell Unified Communications (UCaaS) solutions. Some are accustomed to a transactional sales model, while others may operate with a consultative approach and may not have dedicated outbound sales teams. “One of the biggest challenges with non-traditional voice partners is that they often take a passive approach to selling communication products. Instead of proactively offering these solutions, they tend to wait for customers to ask if they’re available,” says Lomas. Onboarding team To overcome these problems, Gamma has a dedicated new partner onboarding team focused solely on investing time and support at the beginning of a relationship and taking the partner on a journey to onboard the right UCaaS services to enable them to get to market quicker, rather than waiting two or three years or just having products in the portfolio and doing nothing with them. “We almost try to become an extension of their organisation to support them through the first 12 months of onboarding,” explains Lomas. “What history tells me is everybody gets a great deal of support when they’re selling lots, but new partners need to go on a journey to reach that stage. If you’ve been used to selling print machines for the past 15 years or used to selling Microsoft licences on a transactional basis, suddenly to add voice and UC as a service into your portfolio As Platinum sponsor of the Technology Reseller Awards 2025, communications powerhouse Gamma is a big supporter of the UK channel. Increasingly, its focus is not just on traditional telecoms resellers but also on managed print service providers, IT managed services providers (MSPs), Alt Net Carriers and Distribution companies looking to add unified communications (UC) and connectivity to their offerings. This makes sense. Digital transformation enabled by super-fast connectivity and flexible, scalable cloud platforms has changed the expectations of customers, creating a requirement for trusted technology partners who can guide clients through all their options and, in an ideal world, provide end-to-end integrated solutions based on a range of technologies. On the supplier side, there is pressure on resellers and MSPs to become more of a ‘one-stop-shop’ capable of addressing a wider range of customer needs. This is not the stretch it might once have been: in an IP world, connectivity (including mobile/IoT), unified communications and collaboration solutions are natural extensions of the IT managed services and infrastructure as-a-service solutions provided by IT MSPs. As Microsoft specialists, MSPs are especially well placed to upsell voice to MS 365 subscriptions. Even so, acquiring additional capabilities organically rather than via acquisition or partnership with a comms specialist can be challenging, Gamma is turning the traditional support model on its head to help MSPs and managed print service providers successfully add voice services, unified communications and connectivity to their portfolios Getting off on the right foot Unified Communications Mark Lomas
technologyreseller.co.uk 13 winning and constantly evolving product offering. Featuring Gamma’s own solutions and those of leading technology partners, backed by Gamma’s own network, this encompasses connectivity services such as FTTP and Ethernet, mobile and IoT, SIP trunks, Gamma’s fully hosted telephony suite, Operator Connect for Microsoft, Cloud Connect for Webex, cybersecurity and much more, plus a range of managed and professional services that enable partners to provide a service wrap around solutions. “Gamma doesn’t sit still. We bring new technologies to the marketplace all the time,” explains Lomas. “We’ve recently launched Webex for Gamma; we’ve gained iPECS (developed by Ericsson-LG) through our acquisition of Pragma; we’ve enhanced our Microsoft offering with a new solution called Service Suite, which enables partners to enable voice for Microsoft with Operator Connect and boost profitability by adding other services like call recording and analytics. All of a sudden, that becomes a value proposition to sell to customers. You’re creating a service wrap and, more importantly, the reseller is generating better revenues, better margins and creating far happier customers. “Gamma as an organisation is all about bringing together the best products, the best portals and the best support mechanisms and creating a strong partnership. The value for partners is that this allows us to get you to market very, very quickly and to enable your staff with the right training and accreditations. Critically, for all new entrants to the UC market, Gamma does this while removing risk and dismantling barriers to entry.” To find out how Gamma can help you add Unified communications to your portfolio in the right way, please visit: https://tinyurl.com/3bszwcu5 can look forward to additional recurring revenue (and potentially increased company valuations), an enhanced ability to create end-to-end solutions and the opportunity to win a greater share of customer spend, while also protecting business they already have from comms-based competitors coming from the other direction with IT services and managed print. “Every one of an MSP’s customers will be buying these services and licences from somebody else, so why not go out there, learn about the technology and take more of the pie? Fundamentally, everything is IP-based, everything is in the cloud. We’re not offering technology to be scared of – it’s something everyone should embrace. And if they don’t, their competitors will. They might not sell against your products to start with but once they are looking after a customer’s connectivity or voice services, they will be in a better position to go after their print or IT managed services business as well.” Lomas adds that an expanded portfolio can also improve a partner’s negotiating position and enhance customer stickiness. “Gaining multiple products across voice and data gives partners the ability to combine them with products and services they already have, boosting their negotiating power. For example, you can start applying percentage discounts across different areas or, if the print contract is worth half a million pounds, say, and voice £100,000, you could potentially wrap that into the whole deal, stopping your customer from going anywhere else.” Leading product offering While Gamma’s New Business team highlights the company’s investment and expertise in onboarding and support, it goes without saying that new partners also gain access to a comprehensive, awardpartners to quickly upskill, complemented by in-person accreditation programs for both sales and technical training. As Lomas highlights, having the right training and certifications is particularly crucial for those involved in provisioning and technical support. “The demand for digital transformation continues to accelerate, driven by industry shifts like the PSTN switch-off, Microsoft’s rapid growth and the increasing need for voice services underpinned by highbandwidth speeds. With technology evolving faster than ever, ensuring everyone understands how these elements work together is vital. “One area that often requires the most support is the back-end operations. When software malfunctions or mobile connectivity fails, it’s unlikely to be the salesperson that resolves the issue but the technical and support teams. That’s why Gamma prioritises training and accreditation not just for sales people but also for support and provisioning divisions, delivered through the training academy portal, the onboarding team and sales specialists, to ensure partners have the knowledge and tools they need to succeed.” The digital switch-on Gamma’s New Business team has demonstrated impressive growth and strategic partnership-building over the last six years. Its ability to attract a diverse range of partners suggests a strong understanding of market trends and opportunities, while its focus on hosted telephony and unified communications aligns well with the evolving needs of businesses seeking seamless, scalable solutions. Lomas points out that these opportunities are particularly attractive now because of the January 2027 deadline for the PSTN switch-off, which he prefers to call the digital switch-on to highlight the many positives in upgrading communications systems, both for end customers and service providers. “We’re trying to put a positive spin on this because, regardless of whether the PSTN is turned off in 2027, organisations need to transition to the latest technology to excel. Who wouldn’t want faster broadband? Who wouldn’t want better functionality in a telephony platform? Ultimately, it can help businesses deliver a better user experience for their staff, which will lead to a better customer experience, which is what everyone is focused on right now,” he says. MSPs and print providers that start offering UC, collaboration and connectivity Unified Communications
35 Years +
16 01732 759725 RESELLER NEWS CSI acquired by Park Place Technologies In its most eyecatching deal since buying Curvature in 2020, global data centre and networking optimisation firm Park Place Technologies is boosting its managed services capability with the acquisition of CSI Ltd, a UK-headquartered MSP specialising in hybrid multi-cloud solutions for legacy IBM systems. Park Place Technologies provides a wide range of products and services, directly and via channel partners, to 21,500 customers in the US, EMEA, APAC and LATAM. These include data centre and network hardware maintenance & software support, IT professional services, IT infrastructure managed services and the sale of new and preowned hardware (Curvature), network monitoring and management software (Entuity) and liquid cooling solutions for datacentres. The acquisition of CSI, which serves medium-to-large enterprises in highly regulated industries such as financial services, manufacturing and retail, adds a comprehensive portfolio of Hybrid Cloud Services, Backup as a Service, Disaster Recovery and Cybersecurity solutions to Park Place’s offering, as well as technical expertise in IBM Power Systems and compute and storage infrastructure management. Chris Adams, President and CEO of Park Place Technologies, said: “This is an exciting time for Park Place Technologies. CSI Ltd. brings exceptional talent, deep hybrid cloud expertise and a stellar reputation for service excellence. By joining forces, we’re unlocking new possibilities for our customers around the world, delivering smarter, more agile IT solutions that power transformation. This acquisition not only expands our capabilities; it accelerates our vision of becoming the world’s most comprehensive, customer-focused IT lifecycle partner.” Alan Watkins, Chairman of CSI Ltd, added: “The opportunity to expand our reach and deliver even greater value, faster and at scale, is a significant and exciting step forward.” www.parkplacetechnologies.com … Redsquid announces third acquisition in a month Fast growing MSP Redsquid has Tech sector continues to set the pace in cross-border M&A activity The tech sector is set to dominate the flow of cross-border M&A deals over the next five years, according to the latest Dealonomics report from law firm Taylor Wessing and Bayes Business School, with the US leading the way in deal volume and value, followed by the UK. Despite geopolitical headwinds and the tariffs introduced by Trump in early April, 74% of global dealmakers feel confident about the M&A outlook for the year ahead. Sentiment is even more positive in the UK (92%) and US (99%). Professor Scott Moeller, Professor in the Practice of Finance and Director of the M&A Research Centre at Bayes Business School, is not surprised by the confidence shown by the 850 dealmakers surveyed. He said: “M&A remains a key growth lever on a national level as much as a corporate one and a slowdown in deals over the past few years has only served to build up dry powder amongst some potential acquirers. When the dam breaks and the deal flow begins to pick up again, we can expect to see a significant acceleration as companies look to put these overflowing war chests to good use.” The UK is the second most attractive market for cross-border deals, after the US, with 57% of respondents feeling ‘very positive’ about M&A activity in the UK over the next 12 months – more than double the average across other markets. This is consistent with historic deal activity, in which the UK is ranked second both for global deal volume and average deal value. Dealonomics’ analysis of 896 M&A deals valued at over $100m in nine countries/regions between 2018 and 2024 shows that the top three markets by deal volume are the US (299), the UK (188) and Nordics (68). The top three markets by average deal value are the US ($1.192 billion), the UK ($1.139 billion) and Germany ($1.01 billion). Over the same period, the Technology, Media and Communications (TMC) sector was more active than any other industry (with 232 cross-border deals valued at over $100 million). However, its average deal values were among the lowest, at $1.019 billion. TMC is expected to dominate deal activity over the next five years as well. When asked which three industry sectors were likely to see the greatest increase in deal activity in 2025-2030, 75% of respondents cited TMC, followed by Energy & Infrastructure (70%) and Life Sciences & Healthcare (58%). The fourth and fifth ranked sectors, Financial Institutions & Insurance and Private Wealth, were way behind with 28% and 11% respectively. www.taylorwessing.com www.bayes.citystgeorges.ac.uk Scott Moeller British Business Bank supporting CompuWeb growth plans CompuWeb Communications Services Ltd (CWCS), a Nottingham-based provider of managed cloud hosting and data centre services, is advancing its expansion plans in the growing colocation hosting market with a £500,000 debt finance investment package from the British Business Bank. The investment by the Bank’s Midlands Engine Investment Fund II was arranged via Maven Capital Partners, Fund Manager for the East and South‑East Midlands. Founded in 1999 by CEO Karl Mendez, CWCS provides SMEs, large corporates and public sector organisations with IT hosting services via its own dedicated servers and cloud-based platforms. The company operates an energy-efficient data centre in Nottingham, featuring advanced cooling systems and a Power Usage Effectiveness (PUE) rating of 1.15, and leases additional space in facilities across Manchester and London, as well as maintaining a presence in North America. All CWCS hosting solutions are powered entirely by renewable energy. The funding will enable CWCS to increase its data centre footprint, after acquiring a property in Beeston for this purpose, and expand its ability to provide businesses with dedicated data centre space for their IT infrastructure supported by professional management and security. Karl Mendez said: “We are seeing increasing demand for colocation hosting, driven by businesses seeking flexible, cost-efficient and energyconscious solutions for their IT infrastructure. This funding from Maven and the Midlands Engine Investment Fund II allows us to accelerate our growth in this space, enhancing our capabilities while maintaining our commitment to outstanding customer service.” (l-r): Jonathan Lowe, Partner – Regional Debt Funds at Maven; Karl Mendez, CEO of CompuWeb Communications Services Ltd; Dave Tindall, Senior Investment Manager at British Business Bank; Maria Smith, Portfolio Finance Director and Chief Finance Officer on behalf of the CFO Centre. Chris Adams Park Place Technologies
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