The demand for businesses to add telephony to their Microsoft estate is continuing to increase rapidly, giving telecoms channel partners a great opportunity. They can leverage this growth to create value, foster customer loyalty, and drive Average Revenue Per User (ARPU) – all of which remain crucial elements for success. Furthermore, they have the advantage of understanding telephony – what’s important and what isn’t – so they are uniquely well-positioned to thrive in this new era within the Microsoft space.
And it’s a big space: Microsoft represents a huge and growing market. The many thousands of customers who have adopted Teams are now looking for ways to maximise its potential, and this is where telephony providers are stepping in to add real value. Providers are helping customers use existing investment effectively; by enhancing Teams with PSTN connectivity and delivering value added features such as call analytics and call recording.
How telecoms providers can thrive in the Microsoft ecosystem
So how can telecoms providers make the most of this expanding opportunity? Success hinges on more than just offering services - it’s about ensuring those services are visible, accessible, and compelling to potential buyers. Let’s break down the key strategies:
- Leverage Microsoft’s marketplaces effectively: The Azure and AppSource marketplaces are an important route to market. To stand out, providers need to:
- Ensure their solutions are easy to find with clear, engaging product listings.
- Use compelling descriptions that focus on customer outcomes, not just technical specs.
- Bundle services - for example, combining PSTN connectivity with call analytics and recording - to create attractive packages that address multiple needs in one go.
- Map the customer journey: Understanding the customer’s buying journey is vital. With Microsoft’s marketplace insights for sellers, digital touchpoints across web estates and intent-driven third-party data, telecoms providers have access to more data than ever. Service providers should use this to:
- Identify where prospects are in their decision-making process.
- Offer tailored support, such as educational content for early-stage buyers and case studies or ROI calculators for those further along the funnel.
- Ensure follow-ups are relevant, addressing the specific needs and pain points of each customer.
- Craft a story-led marketing approach: It’s not just about selling a service - it’s about telling a story that resonates. This is critically important in the Microsoft world, where to gain the best support from Microsoft’s team, you need to tell great stories. Providers can create more impactful marketing by:
- Showcasing how Teams telephony solves real-world problems, such as reducing call interruptions for busy teams or streamlining customer interactions.
- Using testimonials and success stories that highlight customer wins.
- Speaking to the broader business benefits - like boosting productivity or enhancing customer experience - rather than just focusing on tech features.
The communications channel is evolving and expanding, and traditional telephony providers can feel confident that they already know how to operate in this space as many of their existing skills will apply. With their deep industry knowledge, strong customer relationships, and ability to add value beyond the technology itself, providers can embrace the Microsoft ecosystem and thrive in this expanding market.
Get in touch to find out more.