Channel partners across the UK and Europe are navigating a trickier landscape than ever. New logos are harder to land, legacy estates are expensive to maintain, and customers are demanding more from less. The tech stack is shifting fast, and between AI, voice security, the demands of compliance, and changing buying behaviours, the pressure’s building.
But herein lies the crux: growth feels harder, even for experienced, ambitious partners.
“A lot of it comes down to listening,” said Will Morey, Managing Director of Channel at Gamma. “I really believe that successful channel strategy starts with understanding, truly listening to what partners are experiencing in the market.”
It’s that principle that shaped Gamma Edge, a new channel growth framework designed not in a boardroom but out of dozens of honest, detailed partner conversations. The goal is to give partners a sharper edge in a market that’s only getting tougher and to back them with real tools, insight, and support that tangibly move the needle.
What Is Gamma Edge — And Why Now?
Gamma Edge is far more than a straightforward refresh or a promotion cycle. It’s a full-on re-evaluation of what a channel partnership should represent in 2025. It’s strategic, structured, and personal. It’s handcrafted around partner ambitions, not product quotas. It’s also tailored to meet partners where they are, whether scaling into new markets, preparing for investment, or consolidating toward a leaner, more profitable model.
“After listening to our partners, we knew we needed to give them a real edge in the market — hence the name,” Morey stressed. “They’re up against economic challenges, strong competition, and a fast-changing tech landscape. So we asked: What can Gamma do to give our partners a tangible advantage?”
The result is a new five-pillar framework that integrates data planning, commercial reward, product flexibility, and technical support into a single, joined-up system. This framework is backed by Gamma’s long-term investment and relationship-first mindset.
Critically, it doesn’t start with a pitch but a question.
“Rather than leading with products, we begin every conversation with: Where is your business now? Where do you want to be? And how can we help you get there? Every partner’s journey is unique, and our goal is to play a meaningful role in that journey.”
The Five Pillars of Gamma Edge: Built to Remove Friction and Add Value
The first piece of the puzzle is Partner Pulse, a co-planning approach that leverages real performance data to set goals and stay aligned. “Data plays a huge part in this,” said Morey. “Gamma’s leadership in SIP, UCaaS, mobile, and cybersecurity gives us access to deep insights that we share with partners; everything from vertical performance to churn benchmarks.”
The second is Velocity, a cleaner, more generous rebate model that’s refreshingly straightforward. The more you grow across the portfolio, the more Gamma reinvests in your business. “They could earn back 25p, 30p, even 40p per pound spent, all designed to support their ongoing growth.”
Elements is the third pillar: Gamma’s full technology stack, made modular. “We don’t believe in offering one-size-fits-all tools,” Morey outlined. “Partners can mix and match UCaaS, cybersecurity, mobile, IoT, and more, choosing what’s right for each customer scenario.”
Boost is next, signalling commercial firepower designed to make UCaaS simpler to sell and more profitable to run. “The first major Boost is fully inclusive UCaaS minutes,” Morey added. “Whether it’s local or international, all call minutes are included. That simplifies billing, removes hidden complexities, and lets partners treat UCaaS like any SaaS product; easy to sell, manage, and scale.”
Gamma is also offering aggressive connectivity pricing when bundled with UCaaS, in many cases below BT Openreach rates, letting partners lead with stronger propositions and better margins.
Finally, there’s Migrate, a practical framework to move customers off legacy estates and into future-ready platforms without pulling partners away from the day-to-day. “Migrate helps identify migration priorities with compliance and security checks, offers commercial incentives, and even allows partners to outsource the process to Gamma,” Morey explained. “That way, they can keep focusing on growth while we handle the heavy lifting.”
This Is What a Relationship-First Channel Programme Looks Like
More than anything, Gamma Edge reflects a more profound shift in Gamma’s perception of its market role. Gamma represents a long-term collaborator who is invested in building value and delivering confidence.
“Partners are increasingly looking for long-term relationships with providers who are compliant, secure, financially stable, and capable of sustained investment,” Morey emphasised. “The Telecom Security Act, for example, is prompting serious questions about readiness and resilience.”
The subtext of Gamma Edge is one of resilience, trust, and investment. Partners are looking for signs of stability, signs that their provider will still be here in five years’ time and evolving with them.
“It comes down to two things: completeness of vision and ability to execute,” asserted Morey. “That’s where Gamma really shines. We’ve got the scale, experience, and commitment to help you deliver results.”
A Partnership in Progress: Real Conversations, Real Action
But for Gamma, this is only the beginning. The business continues to hold open, honest conversations with partners to challenge assumptions and drive meaningful progress. These discussions are shaping a new insights-led report to be released at this year’s Gammaverse on October 2nd in London — a candid and practical reflection of what partners are experiencing, and what needs to change across the channel.
Rather than a box-ticking exercise, it’s about listening with purpose and acting on what matters. Taking real insight and using it to make decisions that help partners grow faster and go further.
Ready to Get an Edge?
Gamma Edge is already live. From this month, Gamma is rolling out tailored partner plans and onboarding new participants across the UK.
To explore how Gamma Edge could support your growth plans, learn more here to start your journey.