Service providers stand at a crossroads. The convergence of AI innovation, shifting enterprise needs, and the rise of platforms like Microsoft Teams and Zoom are moulding a new set of hybrid work expectations. In two insightful conversations with UC Today, Intermedia’s Mark Sher, SVP of Product Marketing and John Tucker, VP of Product, provide a detailed look into the opportunities and challenges facing communication service providers and the decisions they must make to remain competitive.
Legacy Systems vs. AI Acceleration
Mark Sher sets the tone by highlighting the shifts currently redefining the service provider space. On the one hand, there’s a generational turnover in core technologies; providers are being forced to replace ageing, hardware-bound platforms that no longer meet the flexibility needed for hybrid work, the scale, or the feature demands of modern customers. On the other hand, artificial intelligence is evolving at lightning speed, creating a new layer of pressure to innovate.
“We’re in a once-in-a-decade transformation,” says Sher. “AI will soon be the battleground, and legacy systems just won’t be able to compete.”
The first wave of AI capabilities, which included transcriptions, summaries, meeting notes has already become standard. But what’s coming next, particularly agentic AI that can perform tasks autonomously will further transform business communications. For service providers, this is a sobering call to action and something Intermedia is delivering to its partners today.
From Commodity to Capability
John Tucker pivots the conversation toward Microsoft Teams. Tucker challenges service providers to reimagine their value proposition. With Teams adoption exploding across the SMB and mid-market, providers have an opportunity to capitalize on the platform’s ubiquity. However, many fall into the trap of simply offering “minutes and numbers,” turning their offering into a commodity.
“There are more than 35 providers in the U.S. alone offering Operator Connect,” notes Tucker. “But most aren’t standing out.”
The key to avoiding commoditization is to build higher-value services around the Teams ecosystem. That means integrating voice, contact center, analytics, and business intelligence in a way that lives natively within the Teams environment, and is delivered under the provider’s brand.
Service providers who can embed meaningful, seamless functionality into Teams are not just offering a service; they’re becoming true strategic partners. By retaining their brand's prominence, they are also cementing their position in the customer's mind as the technology partner.
Integrations That Matter
One of the recurring themes in both conversations is that not all integrations are created equal. While many providers may tick the box for “Teams integration” or “AI-enabled,” savvy enterprise buyers are now looking deeper. They want to know how well the systems talk to each other, how seamless the user experience is, and how actionable the data being captured is.
“The buyer has become more advanced,” Tucker explains. “They’re looking for presence sync, unified reporting, and meaningful cross-platform analytics.”
Sher echoes the sentiment, emphasizing that real differentiation comes from execution, not availability. As AI and integration become standard across the market, what will set providers apart is the ability to deliver a unified experience paired with operational reliability and strong support infrastructure.
