“This isn’t just evolution, it’s disruption, and it’s reshaping the very DNA of how AV resellers operate, compete, and deliver value,” says Jon Sidwick of business consultancy Blue Touch Paper (BTP). 

At the heart of this change in the AV reseller landscape is the redefinition of skill sets. AV professionals are now expected to understand not just devices, but platforms, workflows, and IT ecosystems. The rise of managed services, subscription models, and platform integration means resellers must transform from selling boxes to delivering outcomes. Features that once lived in physical devices are now embedded in platforms, demanding a deeper understanding of software, data, user experience and the workflow as a whole. 

This shift is being driven by customer needs as well as platform innovation, particularly focused on the integration of AI into business workflows. Clients are no longer just buying AV – they’re investing in productivity, collaboration, and control. As a result, the focus has moved from hardware margins to total cost of ownership (TCO) and long-term service value. 

But this transition isn’t without its challenges, explains BTP’s  Jane Hammersley: “Many resellers are grappling with skills gaps, legacy systems, and outdated internal processes. Traditional sales models are proving unsustainable in a world where clients demand agility, integration, and specialisation. The move to service-based sales requires not just technical evolution, but cultural and operational change.” 

So how can AV resellers stay competitive? Blue Touch Paper believes that there are essentially four strategic paths forward: 

• Pivot: Transform the business to meet new demands, embracing services, platforms, and integration 

• Partner: Collaborate with organisations that can fill skill and capability gaps, especially in IT and software 

• Specialise: Double-down on core strengths, though this may come with tighter margins 

• Sell: With consolidation accelerating across the industry, some may choose to exit or merge to remain viable 

Jane adds: “We are in the middle of a perfect storm. For years, AV was seen as a niche discipline, but that’s no longer the case. Integration into platforms like Microsoft Teams, Zoom, and Google Meet, managed through IT tools and dashboards means AV is now part of the digital workplace infrastructure.  

The AV industry sits at the intersection of human interaction, technology, and environment making it uniquely positioned to redefine our value and take on a new role – to shape the future of AI in the workplace, leading the next wave of innovation and growth. 

She concludes: “The future of AV reselling isn’t about selling tech, it’s about enabling transformation. And those who embrace this shift will not only survive but thrive.” 

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ISE is the world-renowned annual tech show for the AV and systems integration industry, taking place in Barcelona, 3-6 February 2026. It will spotlight the latest unified communications solutions from leading manufacturers, including video communications, integrated flat-panel displays and content-sharing tools.

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