20 01732 759725 TR: What are those pillars and how do they help partners grow? WM: Edge is all about giving our partners a slightly unfair advantage in a tough market, an edge to help them retain or win a customer. We want to tilt the very competitive battlefield they’re operating in very much in their favour. That’s part of being a Gamma partner. The first pillar is about making sure we’ve got the right products so that partners can have conversations with end users and add value. How we achieve the right product mix for their customers is based on what we do in other areas, starting with Partner Pulse, a co-authored, co-developed business and account development plan, which is very much shaped by what we call Edge Insights. We spend a lot of time looking at all the data points we have across Gamma, the hundreds of thousands of subscribers on our platforms, the billions of minutes flowing through our network, the billions of bytes of data etc.. We can gather all those data points together and apply them to the partner’s customer base to enable them to make intelligent decisions: this is what you look like in terms of vertical market representation; these are the markets you operate in; this is your average customer lifetime; this is the number of customers at risk of churn; and these are sales opportunities. The conversation starts with data, insight and understanding, moves on to looking at products and then making sure partners have the right commercial boosts in place to be able to win. With the Boost pillar we take away the hassle of even having to think about billing or charging for minutes. When you buy a UCaaS product from us all the minutes are free and included in the main licence fee. That’s transformational for a customer, because they can go to an end user and say ‘we’ve got all of that covered for you’. It’s a way for us to add simplicity and value into the channel. It puts more money into the reseller’s pocket and they can decide how to share that with the customer. If you take our UCaaS product, we also want you to use our connectivity to win new business. The cliché is so true: you have to do more for less to win and keep customers. That’s very much our mindset and why we have introduced Gamma Edge. It gives us a really solid framework when considering how we can deliver more value to partners – how we can deliver more capability, more resource, more products, more opportunity to grow and develop partners’ business in a tough market. TR: What are some of the challenges your partners face and how does Gamma Edge help overcome them? WM: At Gamma, we spend a lot of time trying to understand what products and support our partners need to win in the market, but also how they find working with us. We have a programme called Partner Experience that requires everybody in a leadership role, from Andrew Belshaw down, to have a structured conversation with three customers a quarter which we transcribe and feed into our Snowflake engine and AI-enabled data infrastructure. We analyse those conversations, identify trends and then make sure we act on them. Gamma Edge emerged from that process. It helped us to identify certain pillars that we can deliver to enable our partners to grow in quite a challenging market. Technology Reseller (TR): You’ve just had Gammaverse 2025. How was it and how was 2025 more generally for Gamma? Will Morey (WM): Gammaverse was fantastic. It was a channel event through and through, from Joe Marler breaking the world record for the most utterances of the F-word during a technology conference (41 in a 45-minute session) to Sam Conniff talking about the need to be more ‘pirate’, which speaks very much to Gamma’s approach to being a challenger brand, doing things differently and making sure we put the partner at the heart of everything we do. Clearly, it was also an opportunity to talk about our connectivity portfolio and new collaboration solutions, including WebEx for Gamma and Horizon and the huge role that plays in the ongoing growth of our business. You can now have Webex at the heart of your proposition and choose to offer it through a transformational experience with Webex for Gamma, providing the full extent of its AI and CX capability, or through a more transactional experience at a slightly different price point and with a slightly different scaling opportunity. Having those two ways of going to market is really exciting. As for 2025, any partner you speak to will tell you it has been more difficult Shortly after Gammaverse 2025 Technology Reseller caught up with Will Morey, Managing Director of Gamma Business Channel, to find out more about recent developments at the provider of B2B communications products and its hopes and priorities for 2026 Advantage Gamma INTERVIEW Will Morey
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