The UK UC market is experiencing a period of significant transformation. The looming Public Switched Telephone Network (PSTN) switch-off in January 2027 has created urgency across the business landscape toward cloud-based voice solutions. However, its slower switch-off timeline compared to some European peers, alongside a delayed deadline, has meant demand has been building against a backdrop of evolving work patterns.
Digital transformation initiatives and changing customer expectations are now also reshaping how businesses think about communication technology. For channel partners selling unified voice solutions, this represents a crucial time to capture new customers on the cusp of this wave.
Yet understanding what customers want may be crucial to taking advantage of this influx. To find out what these interests are, we spoke with Gavin Jones, Director of Wholesale Partners at BT Wholesale.
Infrastructure Crisis Meets Market Opportunity
Unlike European markets where cloud migration was forced to happen earlier, the UK has maintained legacy systems longer. Before the extension from 2025 to 2027, data from UK telco Zen Internet found that only 18% of small businesses and 26% of large businesses had a post-PSTN solution fully in place. This has created compressed demand for modernization.
Jones puts this mass scale into numbers. “For example, over 2 million new Operator Connect users are forecast to be deployed in the UK market over the next five years, creating a direct annual revenue opportunity of more than £12 million for partners,” he explains. The UK’s position, alongside its strong digital infrastructure, is set to see the market exceed £1.83 billion by 2028.
These impressive figures are believed to be possible because that demand can be catered for. Markets that adopted cloud communications earlier may have already captured much of their available growth, while the UK's later start means concentrated deployment in a shorter timeframe.
While businesses may have been slower to migrate voice services to the cloud, the underlying network capabilities exist to support rapid adoption once organizations commit. This combination of pent-up demand and capable infrastructure could enable the UK to leapfrog markets that are further along but moving more slowly.
Evolving Buyer Expectations and Priorities
Market evolution, although driven by infrastructure deadlines, is not the only reason channel partners stand to get new business. Customer expectations and buying patterns are shifting in ways that favor integrated voice solutions, creating organic demand beyond regulatory compliance.
Jones highlights the behavioral shifts he is observing: "The increasing prevalence of remote work, focus on digital transformation initiatives, and emphasis on enhancing customer experience have accelerated the need for integrated communications. Businesses expect seamless collaboration across voice, video, and messaging."
The pandemic permanently altered workplace norms, and employees now expect to communicate effectively regardless of location. Voice can no longer be isolated to desk phones; it needs to flow seamlessly across devices and integrate with video conferencing, messaging, and collaboration platforms.
The evolution of IT providers' roles is equally significant. Organizations that once simply maintained infrastructure are now expected to deliver comprehensive communication solutions.
"This evolution in customer buying behavior is accompanied by a growing will to adopt new technology, with 80% of IT decision makers believing upgraded technology will help employees do their job better. 75% say they want to invest in new technology in the immediate future,” Jones explains.
“It is imperative that partners offer cloud-based voice solutions to take advantage of this momentum.”
Yet as UK organizations actively search for PSTN alternatives, they have certain requirements they bring with them. Understanding these priorities helps explain which solutions will succeed in the market.
