Single provider preference comes out on top, new European white paper from CallTower reveals

European firms have confirmed their desire to make IT purchases through a single provider, rather than rely on the traditional multi-provider model, a new white paper by the UCaaS supplier CallTower has revealed.

For organisations of all sizes, from one to 250+ employees, there has been a clear shift towards this now-preferred purchasing model. Over 60% of organisations are looking to buy through a single point of contact. For enterprises between 50-249, the figures are most stark; 80% of organisations want to deal with single providers.

The research, carried out by Cavell, a leading telecoms consultancy, and sponsored by CallTower, also highlights that the growing demand for single provider purchasing relationships is accompanied by a complex multi-vendor environment, driven by the explosion of cloud-technology adoption over the last five years. In companies with contact centres (CC), many European firms use a combination of collaboration platforms. Over 50% of companies between 10 and 250+ employees use a combination of Microsoft Teams, Zoom, and Google alongside their CC solution. In larger organisations, over 60% use all of these technologies, while another quarter also use Cisco Webex and Slack.

Commenting on this emerging trend, Paul Holden, VP of EMEA Sales at CallTower said: “The European comms market has grown substantially over the last several years, and it’s predicted to continue on a similar course. Given the explosion of multi-vendor estates we’re witnessing in organisations of all sizes, it’s no surprise that so many companies are calling out for simplified buying models. Working with a single provider rids organisations of many headaches.”

The white paper also highlights the primary selection criteria for different European organisations. Price is a consistent top three selection criteria, but product knowledge and expertise are more important among larger organisations with 250+ employees, while brand reputation is important to small firms. Production functionality is also top three, as is the capability to integrate with existing technologies.

“The trend is clear, enterprises want multi-vendor environments equipped with telephony and provided by a single source. This is a direct signal to resellers and VARs; if you can offer a comprehensive suite of solutions including, voice, collaboration, contact centre and more, then there’s a lot of revenue to be made in the European market,” said Holden. Adding, “Our white paper report identifies three main criteria that I would advise all resellers looking for increased wallet share to be conscious of. A comprehensive portfolio. Multi-vendor expertise. And simplified international deployments.”

Between now and 2028, total European cloud communication revenue will reach £5.5 billion, while Microsoft Teams telephony enabled users will grow to almost 20 million users by the same date. Learn more about the growing demand for single provider purchasing and the opportunities for the European telecoms and IT channel by downloading the Global Calling white paper.

Ends

Editors notes

CallTower is at the forefront of transforming global communication, redefining how businesses connect and collaborate across the globe. Since 2002, CallTower has grown into a global leader in enterprise-class cloud communications and collaboration solutions, empowering businesses to thrive in the digital age. Leveraging advanced technologies like Microsoft® Teams Operator Connect, Direct Routing and GCC High Teams Direct Routing, Webex by Cisco®, Zoom Phone, and AI-powered contact centre solutions, CallTower delivers seamless and reliable connectivity tailored to the unique needs of enterprises worldwide. CallTower empowers business communications by integrating features like one-click failover, advanced analytics, seamless CRM integration, and cutting-edge AI, redefining operational efficiency.

In 2025, CallTower acquired North America’s trusted contact centre expert, Inoria, amplifying its CCaaS and CX capabilities. Inoria drives the evolution of contact centre operations by offering personalised optimisation, implementation, and integration services powered by Conversational AI and advanced analytics. Together, CallTower and Inoria deliver actionable insights, enhanced customer experiences, and cutting-edge solutions that guide enterprises through their digital transformation journeys.

With a vision focused on innovation and a commitment to excellence, CallTower continues to advance cloud communications, empowering businesses across the globe to achieve unparalleled success.

www.calltower.com