Building on the foundation laid in part one of this topic, we now complete the overview–where MSPs and resellers should focus their attention to ride the next wave of telecom and cloud communications in 2025.
Despite rapid innovation across the market, many fundamental hurdles remain for resellers and Managed Service Providers (MSPs): competition is as intense as ever, margins are still under pressure, and ongoing consolidation is reshaping the industry.
Yet, fresh opportunities are emerging through technologies like Artificial Intelligence (AI) and “Informal CX” applications, opening the door for those poised to meet evolving customer demands.
Drawing on insights from Ralph Mora, NUSO VP & GM EMEA Region, this post will explore how resellers and MSPs can weather the turbulence of 2025, preserve their profitability, and tap into new sources of growth.
4. Regaining Profit Margins Through Differentiation
While overall revenues may look promising in a high-growth industry, profit margins are often where the real battle is won or lost. The commoditization of unified communications (UC)has pushed pricing downward, so resellers need a strategy that emphasizes unique applications, integrations, and services.
Drawing inspiration from a quote by Rita Mae Brown—“The definition of insanity is doing the same thing over and over and expecting different results.”—resellers should look to new revenue streams or augment their existing offerings with complementary products. That might include:
- Bundling UC and AI chatbots for a “smarter UC” package.
- Adding Informal CX solutions to streamline customer interactions.
- Including compliance-based services that address PCI, GDPR, and other regulatory mandates.
5. PSTN Switch-Off: Turning a Deadline into Opportunity
In the UK market (and others following suit), the impending PSTN switch-off is a key driver of change. While some organizations have already migrated to IP-based systems, many still lag behind. This represents a clear opportunity for resellers and MSPs: offering managed migrations can be lucrative and help forge strong, long-term customer relationships.
6. Plugging Portfolio and Skills Gaps
Success in 2025 isn’t solely about having the right products; it’s also about possessing the skill sets to sell, deliver, and support those solutions. Even the most robust offering can fail if sales and support teams are ill-equipped to explain its value or troubleshooting complex integrations.
Key takeaways:
- Focus on value creation rather than raw volume: The most consistent way to improve margins is by selling the types of applications and integrations that customers are willing to pay extra for.
- Identify laggards and limpets: Provide a clear, compelling path to IP-based communications, complete with options for integrated AI and informal CX, to those who haven’t made the move from PSTN yet.
- Upskill your team: AI, compliance, and advanced analytics require specialized knowledge.
- Collaborate with partners: If your organization lacks certain capabilities, partner with vendors or other MSPs to fill those gaps.
- Simplify pricing: Whether you go consumption-based or per-user, clarity is crucial. Overly complex billing can deter potential customers and erode trust.
NUSO’s Channel-Centric Approach
NUSO has designed a go-to-market strategy focused on partner enablement and portfolio breadth. Our philosophy centers on:
- Comprehensive Applications Stack: UC, contact centre solutions (both an informal contact center and a professional multichannel solution), compliance-based call recording, plus Microsoft Teams™, Zoom™, and Cisco™ integrations.
- Continuous M&A Growth: Adding new applications, technologies, and services to strengthen the overall offering.
- Channel Focus: We go to market through our partners—no channel conflict, very limited direct sales.
- Brand Awareness & Support: We’re investing heavily in raising our profile through events, advertising, and strategic partnerships.
Our goal is to help resellers and MSPs deliver solutions that address everything from simple telephony to advanced AI-driven CX, all backed by NUSO’s network services and support infrastructure.
Advice for Coming Out Stronger in 2025
As technology continues to evolve at a rapid clip, there’s one overarching principle that can guide resellers and MSPs toward sustainable success: identify where you excel, address gaps quickly, and collaborate when necessary.
Whether that means partnering with another MSP, leveraging vendor resources, or co-creating a new service offering, an ecosystem mindset often leads to better outcomes for everyone.
In short: play to your strengths, fill in your weaknesses, and always keep an eye on delivering real value to customers.
2025 promises both challenges and opportunities for telco resellers and MSPs. With margins compressed and competition fierce, only those who differentiate through AI integration, Informal CX, compliance-based services, and creative packaging will prosper. By tackling skills gaps, refining product portfolios, and collaborating within the channel ecosystem, MSPs can ensure not just survival but robust growth.
At NUSO, we stand ready to support you with a full-stack applications portfolio and a partner-focused strategy designed to help you thrive in this dynamic market. If you want to learn more about how our solutions can empower your business, reach out to our team—we’re here to help you shape a more profitable and innovative future.