(Part 3 of 3) What are the three biggest trends in the UCaaS market that are most impactful for solution providers?

The channel is afraid of disintermediation because for today's IT buyer, 80 percent or more of the purchasing decision is made before they pick up the phone to call a salesperson.

Buyers are researching a particular solution online or talking to peers and can almost entirely transact a solution directly online without ever calling a salesperson.

This doesn't bode well for a channel partner who can't resell a particular cloud provider's solution since the end customer may never even consider calling that reseller. With cloud computing and how IT is being bought, it has become increasingly critical for channel partners to engage early with customers to understand and anticipate their upcoming UC and UCaaS needs.