As Microsoft Teams continues to cement its dominance as a core collaboration platform, many in the channel face a challenge: how do you differentiate, add value, and maintain margins in a market where Microsoft sets the pace?
According to Will Morey, Business Director at Gamma, the answer lies not in fighting against the tide but in building smarter boats to navigate it.
Microsoft’s Momentum vs. Margin Protection
With predictions from Cavell suggesting Microsoft Teams could account for 40% of the UC market, resellers know Teams must be part of their proposition. However, for many partners, the concern lies in integrating Teams into their business model while protecting profitability and maintaining customer ownership.
“The challenge we’re attempting to meet head-on is: how can we make Microsoft Teams interesting, exciting, and profitable for channel partners?” said Morey.
“That’s where our Service Suite for Microsoft Teams proposition comes in.”
Gamma’s Service Suite for Microsoft Teams
Gamma’s strategy revolves around a comprehensive service wrap that transforms a standard Teams voice proposition into a value-rich solution. This wrap includes:
- Call recording – simple to deploy, easy to consume.
- Analytics and reporting – for insight-driven decisions.
- Professional services – to support deployment.
- Devices – including Teams-compatible handsets and headsets.
- Meeting room devices – to support hybrid collaboration environments.
This service layer doesn’t just enhance Teams—it adds stickiness, margin, and differentiation for partners.
“It’s about making Teams a better product at the desktop level while creating real revenue opportunities for our partners,” Morey explained.
Simplifying the Journey for Partners
Gamma focuses heavily on partner enablement, from intuitive provisioning portals to tailored support via its specialist teams. The goal? To make it frictionless for resellers to onboard Teams voice solutions, especially those unfamiliar with Microsoft’s ecosystem.
Through its Accelerate platform, partners can access co-branded sales and marketing enablement, targeted campaigns, and engagement insights—backed by business development managers armed with up to date Power BI dashboards to surface opportunities.
“Sometimes Microsoft is a new world for a partner. They need to be confident to go to market. We’re here to stand side-by-side until they’re comfortable,” said Morey.
Rise of the ITMSP
Rather than spotlight marquee enterprise rollouts, Morey emphasized the importance of smaller wins, partners who were initially hesitant but have found success through Gamma’s support model. For the IT MSP community, telephony has always been seen as a ‘dark art’ best left to the communications specialists. As they search for more ways to generate profitability and increase customer retention, Microsoft Teams will be an obvious choice for many of them.
“Those stories are more relevant. They show that any partner can thrive in this space with the right guidance.”
As IT-managed service providers (ITMSPs) increasingly enter the UC space, Gamma is adapting. These partners may only engage sporadically with voice and often lack deep telecom expertise. Gamma’s modular, supportive approach accommodates varied skill levels and sales motions, making Teams voice accessible, even if voice isn’t the core of the partner’s business.
Endless Opportunity
Partners are looking for the right combination of UC providers to build out their portfolio and service their customers’ evolving needs. While Teams has become a necessary staple for many, it doesn’t solve all problems for every business.
While Microsoft Teams is a core part of Gamma’s strategy, it’s not the only arrow in the quiver. Morey emphasized the importance of giving partners access to a complete UCaaS toolkit, whether that’s Teams, Webex, Horizon, iPECS, or other solutions.
“If you’ve only got a hammer, every problem looks like a nail. We want our partners to have a full toolbox,” he said.
Has Microsoft Got Telephony Right?
Has Microsoft “got it right” with telephony? Not quite, according to Morey.
Microsoft’s telephony features were always the common grumble for customers with complex routing needs that may have previously had a heavy-duty PBX system.
“Will Teams telephony get significantly better? Yes. But will they ever be all things to all people? No. There’s still huge demand for tailored solutions, and that’s where channel partners can thrive.”
Gamma is helping partners turn Microsoft Teams from a “must-have” into a margin-generating, differentiated offering, along with the right tools, support, and strategic wraparound services. In a crowded market, this kind of enablement gives the channel its edge.
