Microsoft Teams isn’t going anywhere. It’s already become the go-to collaboration tool for millions of businesses worldwide. And if you're a UC provider, you're probably already feeling the pressure. But here's the thing: The smart providers are creating opportunity from what everyone else is seeing as a threat. This isn’t about fighting Teams for position in the market. Microsoft hold a 46% share of the UC&C market and that number is only going up. It’s about embracing change and making it work for you and your company.
Teams Phone - A doorway, not a dead end
One of the biggest misconceptions floating around the industry is that Teams Phone is some kind of death knoll for traditional voice providers, but that couldn't be further from the truth. If anything, Teams opens up new doors, especially when you know how to work with the platform instead of against it.
With solutions like Direct Routing and tools such as Call2Teams, providers can plug into the Teams ecosystem, bring their own SIP trunks and PSTN services, and keep themselves front and centre in their customers’ communication strategy.
But what other benefits are there for UC providers who integrate with Teams Phone?
Built-in demand
Millions of businesses already rely on Microsoft Teams every day for meetings, messaging, and collaboration. They’re familiar with it, comfortable in it, and deeply integrated into its ecosystem. Offering a route into Teams calling taps into an existing user base that doesn’t need convincing about the platform—it simply needs help turning it into a complete communications solution. As a provider, you’re not trying to introduce something new or unfamiliar, you’re enhancing what’s already there, which ultimately makes adoption much easier.
Sticky Services
Adding voice capabilities to Teams doesn’t just make communication easier for end users; it makes your services stickier. Once customers are using Teams for calls, meetings, and messaging, it becomes the nerve centre of their business communications. That kind of deep integration means customers are far less likely to shop around or churn out. You become a critical part of their day-to-day operations, making long-term relationships (and recurring revenue) much more achievable.
Upsell potential
By integrating voice into Teams, you open the door to upselling a full suite of services—think analytics, network optimization, security layers, managed services, and even consulting. Customers often need additional support and customization when adopting a new solution, giving providers multiple touchpoints to add value and increase that all important ARPU.
Competitive differentiation
With a significant chunk of the UC market choosing to focus on traditional hosted PBX systems or outdated VoIP setups, you can immediately differentiate yourself by offering an integrated Teams Phone solution. Simply put, organizations are looking for seamless, cloud-based communications and are actively seeking partners who understand the Microsoft ecosystem, and if you can step up with a professional, packaged solution, you’ll win deals that others won’t even qualify for.
What's in Teams Phone for CSPs?
For cloud solution providers and UC vendors, integrating into Teams Phone isn’t just about staying relevant; It’s a chance to deepen and sustain customer relationships. By offering Teams voice as a part of your service portfolio, you increase customer retention and open up new addressable markets. When customers can get all of their needs met from one place, they’re less likely to look at switching to your competitors for their communications stack.
Creating an avenue between your services and Teams also gives you the ability to add real value beyond just basic voice. Instead of just being seen as ‘the phone provider’, you become something much greater - an enabler. You’re helping businesses unify how they talk, message, meet and work together, giving you a more strategic position in the market.
Furthermore, integrating with Teams allows your brand to show up inside the tools your customers use every single day and lean on the strength of the Microsoft brand . Your services become a part of their daily workflow—visible, indispensable and embedded. This is the kind of presence that you can’t attach a price tag to.
And let’s not forget the commercial upsides. Bundling Teams voice with your existing offerings. Whether it’s UCaaS, SIP trunking, managed services, analytics or support, a simple integration gives you a way to package services in a way that’s hard for customers to turn down.
Why Now?
The demand for Teams voice is already here. Your customers are asking for simpler communications, better collaboration and fewer tech headaches, all of which you can provide with little effort. Simply put, if your customers are already using Teams (and it’s a fact that most of them are) it’s a natural next step for them to want their voice services in the same place.
And right now, the path to integration is smoother than ever. Microsoft has made it much easier for providers to plug into Teams via Direct Routing or Operator Connect. With the right tools you don’t even need to deploy extra software or adjust existing hardware. It’s all cloud-based, quick to set up and scalable -perfect for providers who want to move fast and stay agile.
Don't fall for these common Teams Phone myths
Let’s address a few of the roadblocks we hear too often. First off, there’s the idea that Teams Phone replaces traditional voice solutions entirely. That’s not the case. As the leading form of Teams voice enablement, Direct Routing fully relies on the voice infrastructure that comes from third-party providers and that’s your sweet spot.
Another misconception is that you’re competing with Microsoft. In reality, you’re working together. Microsoft handles the platform; you provide the voice services, support, and expertise. It’s a partnership, not a rivalry.
Then there’s the belief that integration is overly complicated. It’s not, especially with solutions like Call2Teams, which removes the heavy lifting and gives you a clean, simple path to Teams integration.
Unified Communications is changing fast, and Teams Phone isn’t just part of that evolution, it’s the driver of it. For UC providers, this isn’t just another service to tack on; it’s a strategic opportunity to deepen customer relationships, differentiate from competitors, and tap into a massive, growing market.
The demand for integrated, cloud-first communications is only going to grow, and those who move early will not only win more customers but will build the kind of long-term loyalty that sets their business up for lasting success.
Looking to find out how you can start turning the threat of Teams into an opportunity? Why not get in touch?