Unlocking Channel Opportunities: AudioCodes Outlines Commitment to UK Partners

The 2025 AudioCodes’ UK Partner Innovation Summit brought together industry leaders, partners, and experts to discuss business growth strategies. The event emphasised AudioCodes’ commitment to empowering UK channel partners through unified communications and contact centre solutions, practical AI applications, and insights from Cavell’s market data. 

The UK Partner Innovation Summit 2025, held at the Firmdale Hotel Soho in London on January 30, was a channel-focused event that reaffirmed the significance of the UK channel to international technology vendors such as AudioCodes. It brought together AudioCodes’ regional leaders, industry experts, flagship customers, and an exclusive group of UK and Ireland partners to explore business growth strategies for the upcoming year. 

The summit commenced with a warm welcome from Andy Macdonald, Country Manager for UKI, who introduced Cavell’s own Patrick Watson. His session focused on market opportunities and effective channel strategies for 2025, as well as growth-driving trends in the UCaaS and CCaaS sectors. His analysis, supported by Cavell’s comprehensive data on the UK communications landscape, identified key areas for partner business expansion. Cavell’s research forecasts significant growth in the UCaaS market, estimating approximately a 7% annual increase in users. Additionally, the CCaaS market is set for even greater growth, with the ARPU for CCaaS proving to be more resilient than that of the UC space. Cavell’s channel data reveals that only about 20% of channel partners selling UCaaS also offer CCaaS solutions, creating an untapped opportunity for the channel. 

Microsoft’s presence in the UK across both UC and CC markets was also a key theme of the event. Rob Watts from Microsoft provided an engaging discussion about opportunities in the modern workplace, emphasising how collaboration and AI are fuelling growth for Microsoft partners. The morning’s sessions also included a presentation from Lee Essex of Tango Networks on AudioCodes Mobile Connect, powered by Tango Extend, highlighting innovative mobile connectivity solutions. Cavell’s data indicates that the mobile UC market is projected to grow significantly, with 18% of businesses identifying better integration with fixed and mobile communications as one of their top strategic priorities. Mobility solutions offer a potential revenue expansion area for UK channel partners. 

The next session explored practical AI use cases, shifting focus from hype to usable applications. John Corbett spoke about next-gen recording in the AI age, addressing compliance, convenience, and transitioning from on-premises systems to cloud solutions. Menno Buijs demonstrated the AI (AudioCodes Intelligent) Meeting Room, showcasing how AI can enhance meeting productivity. John Corbett returned to emphasise extending knowledge beyond meetings with AI, stating that meeting insights have become vital business intelligence assets. Jon Zoltie discussed the practical effects of AI on the modern customer journey, followed by a session on activating chatbots with conversational AI. 

An interactive panel Q&A provided valuable insights into monetising AI and the existing partner opportunities. Many topics and trends discussed within the panel—including commercial considerations and portfolio expansion—resonated with Cavell’s data on transitions and challenges within the UK market. Cavell effectively leverages channel data via its Channel Insights Platform, which assists IT and telecom leaders in identifying and nurturing channel partnerships. As new players and technologies emerge, access to real-time market data becomes essential for evaluating your channel and competitors. 

Traditional methods for obtaining channel data, such as purchasing partner lists, often yield outdated and incomplete information. This can lead to missed opportunities and a limited understanding of the market. Cavell’s Channel Insights Platform addresses this issue by delivering insightful data for strategic decision-making. According to Cavell’s customised research from 2024, 73% of providers expect to increase their sales through resellers over the next year. The platform has identified 50,000 resellers, uncovered 100,000 partnerships, gathered 1.2 million URLs, and analysed extensive data to provide deep insights. 

By utilising the Channel Insights platform, vendors or technology providers can quickly identify new partners, assess their current channels, and make informed decisions to enhance their businesses. This tool is revolutionary for the industry, offering unmatched insights into the channel landscape and empowering partners to outperform their rivals. 

The final session concluded with a Q&A featuring Peter from Maersk, who discussed the business challenges affecting Maersk’s IT, communications, and collaboration strategies. Roy Wizeman, Director of the UCaaS Platform, presented the AudioCodes Live Platform, a neutral, multi-UCaaS solution equipped with various AI applications. The event concluded with a sponsor presentation from Westcon, partner enablement strategies by Stephane Minana, EMEA Channels Director, and partner appreciation awards, complemented by closing remarks from Andy Macdonald. 

Overall, the UK Partner Innovation Summit 2025 gave participants a wealth of actionable insights and knowledge. Leveraging Cavell’s data, the event underscored the importance of UCaaS and CCaaS, combined with value-added services, in fostering business growth and presented practical strategies for partners to thrive in a changing channel landscape.