At CVxEXPO25 on November 5, I have the privilege to host a panel of top TSDs. It will be a rare opportunity to hear from leading Channel executives who will discuss the latest trends and opportunities for our shared Technology Advisor community. Our Channel thrives on competition. Carriers, cable companies, fiber broadband, wireless and satellite providers together deliver a cornucopia of internet access options for value-added CSPs like NHC, as well as TSDs and end-customers. Together, they form the foundational service solution of our Channel. In 2026 and beyond, the key is to expand our Channel and focus on driving more sophisticated and strategic sales that are up the communications stack. Consider how competition is driving innovation and choices for overlay options such as hosted PBX, UCaaS, CCaaS and SIP platforms or the many managed SD-WAN and network security/intelligent edge solutions available today. Competition can be uncomfortable, especially in an industry built on relationships. It challenges us to be braver, sharper and more honest about what truly sets us apart. And yet, that very discomfort is where growth begins. The truth is, competition fuels innovation, elevates partner experiences and raises the bar across the ecosystem. It ensures TSDs and TAs have real choices, while reminding us that no one thrives when a single player dominates the field. When we approach competition with curiosity instead of fear, it stops being about winning and becomes about growing our Channel together. Why Competition Is Essential for Maintaining and Growing Distribution Channels Distribution channels are a key component of product and service delivery. They connect manufacturers with end-users, facilitate market penetration and drive revenue growth. However, the effectiveness and sustainability of these channels are not guaranteed by their mere existence. One of the most critical factors that ensures their vitality and evolution is competition. Far from being a threat, competition within and around distribution channels is a catalyst for innovation, efficiency and strategic growth. Here are some reasons why competition is critical in the Channel. 1. Driving Innovation and Adaptability Competition forces Channel Partners – including distributors, wholesalers, retailers and even logistics providers – to continuously innovate. In a competitive environment, complacency is costly. Distributors must find new ways to add value, whether through improved customer service, better inventory management or enhanced digital capabilities. For example, a distributor facing competition from e-commerce platforms may invest in real-time tracking systems or AI-driven demand forecasting to stay relevant. This innovation is not limited to technology. Competitive pressure also encourages creative marketing strategies, unique product bundling and differentiated service offerings. These innovations help the Channel evolve in response to changing consumer preferences and market conditions. 2. Enhancing Efficiency and Reducing Costs Efficiency is a natural byproduct of competition. When multiple players vie for the same market share, they are incentivized to streamline operations, reduce waste and optimize logistics. This ultimately leads to lower costs, which can be passed on to customers or reinvested into the business. In a competitive distribution landscape such as our Channel, TSDs have many supplier choices. At the same time, TAs have access to numerous TSDs and their suppliers. Nothing illustrates the role and benefits of competition in our Channel more clearly than the availability of multiple suppliers of high-speed internet bandwidth. Big carriers have spent billions of dollars building out 5G, which requires five times the amount of concentrated fiber compared to 4G. That buildout creates excess capacity and new types of regional fiber providers. The excess leads to increased bandwidth availability and lower costs. Cable companies, not to be outdone, do not want to lose market share to 5G or fiber broadband so they reconfigure cable infrastructure and delivery so it too can punch 1G or more synchronously. In addition, we have fixed wireless internet access providers with choices overcoming loop construction restraints. Lastly, we have satellite – and most importantly low earth satellite service (LEO) – with the ubiquity and performance to keep all the terrestrial and cellular providers on their toes. As I write this in my home office in Boston, I am using an internet application to look up availability in my neighborhood. There are 11 different service providers offering internet access over fiber, cable, 5G, satellite and LEO! We know one thing about AI, which is that it will require huge amounts of bandwidth to operate. All this means more options and continued growth for our Channel as we meet the insatiable demand for increased bandwidth. 3. Improving Customer Experience In every metropolitan area, there are several great steakhouses. In Boston we have about five of them. Each serves terrific dry-aged or wagyu cuts cooked to perfection. And each has a loyal clientele. Among the five in my area, all have good service, great steaks and equal pricing. So, what differentiates one from the other for a dedicated customer? It could be a favorite bartender or waiter, a memorable family meal, the way they decorate during the holidays or the overall atmosphere. The bottom line is that customer satisfaction is a key differentiator in competitive markets. CSPs like NHC must go beyond basic fulfillment to offer personalized experiences, CHANNEL MANAGEMENT By Glen Nelson Keep It Moving How competition fuels channel momentum 48 CHANNELVISION | FALL 2025
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