SMB buying behaviour is shifting as technology becomes more interconnected and increasingly consumed through subscription models. More than half of SMB technology spend is already subscription-based and is forecast to grow significantly faster than traditional product-led purchasing. As a result, businesses are no longer buying individual solutions in isolation but viewing their technology estate as a service.

Giacom's Chief Strategy Officer, Nathan Marke, explores how the move towards Everything-as-a-Service is reshaping the channel opportunity in 2026. The session looks at how channel businesses can position themselves as strategic partners by aligning comms, cloud, security, AI and more into integrated, outcome-led propositions, and how the accelerating intelligence super-cycle is amplifying this shift.

Attendees will leave with a clear understanding of how to adapt their portfolios and positioning to capture a greater share of SMB technology spend and build more predictable, recurring revenue.