The opportunity in the channel is growing, and carriers are leaning in.

It's no secret that AT&T, Verizon, and T-Mobile are investing more heavily in their partner ecosystems as they look to expand reach, accelerate adoption of new connectivity solutions, and bring more value to customers through trusted advisors. For technology advisors, MSPs, and resellers, that momentum is creating new opportunities to grow their businesses and strengthen their role in delivering connectivity.

At this year’s Channel Partners Conference & Expo, industry leaders will come together for an April 14 panel discussion titled Powering Channel Activations with the Big 3. The session, organized by GetWireless, will explore how carriers are strengthening their channel strategies and how partners can take advantage of the investments carriers are making in the channel.

The panel will feature Fred Castillo, area VP of market development for AT&T’s VAR Program, and Veronica Almazan, senior director of business agent and mobility co-sell programs at Verizon. Both work closely with partner ecosystems and bring insight into how carrier programs are evolving to support growth through the channel.

Castillo focuses on helping partners bring advanced connectivity solutions to customers across industries. His work centers on enabling partners to expand their reach while delivering technologies such as 5G, IoT, and Fixed Wireless Access through the channel.

Almazan focuses on aligning Verizon’s internal sales teams with external partner networks. Her role involves building scalable frameworks that make it easier for partners and Verizon teams to collaborate on mobility opportunities and drive shared growth.

Terra Bastolich

Sean Cooper and Ben Harding of GetWireless will moderate. Cooper and Harding jointly lead the company’s GetConnected program, a fast-growing initiative designed to help VARs activate across major U.S. carrier channel programs. Through GetConnected, GetWireless works closely with partners to help simplify access to carrier programs, streamline onboarding, and support resellers as they expand into wireless connectivity opportunities.

Cooper focuses primarily on AT&T and T-Mobile partnerships, while Harding leads efforts around Verizon relationships. They help guide partners through carrier program requirements, identify new connectivity opportunities, and support go-to-market strategies that allow resellers to bring wireless solutions to their customers more quickly and confidently.

As connectivity powers more business outcomes, the channel’s role in delivering those solutions is only becoming more important.

Carriers Double Down on Partnerships

For years, the channel has been a critical route to market for carriers. What’s changing now is the level of focus and investment being directed toward partner ecosystems.

Carriers recognize that partners bring something incredibly valuable to the table. Advisers and solution providers understand customer environments, maintain trusted relationships, and help organizations navigate complex technology decisions. That perspective allows partners to translate complex technologies into practical solutions that businesses can actually deploy and scale.

That expertise makes the channel an essential part of delivering modern connectivity solutions, from wireless infrastructure to IoT deployments and edge technologies. As organizations become more dependent on connected devices and distributed networks, the role of trusted partners becomes even more important.

By expanding partner programs, enhancing incentives, and providing more enablement resources, carriers make it easier for partners to bring these solutions to market. In many cases, carriers also work closer with channel partners to align go-to-market strategies and accelerate adoption of emerging technologies.

The panel will explore how these strategies are evolving and what they mean for partners looking to expand their wireless and connectivity practices.

Channel Programs Evolve to Support Modern Partners

Today’s partners are not just selling connectivity. They are delivering integrated solutions that combine connectivity, hardware, software, and services. As a result, carriers are adapting their programs to better support how partners go to market.

Programs are becoming more collaborative and strategic, designed to align carrier resources with partner expertise and enable stronger co-selling opportunities. That shift is helping partners expand their role from connectivity resellers to trusted advisors delivering complete solutions.

By working closely with partners, carriers create stronger alignment around go-to-market strategies while ensuring partners have the tools and knowledge needed to succeed.

Channel Momentum

The channel is in the middle of an exciting moment.

With carriers investing more heavily in partner ecosystems, the opportunities for tech advisors, MSPs, and resellers continue to expand. Those who understand how to align with carrier strategies and leverage new programs will be well positioned to capture the next wave of growth.

At Channel Partners Conference & Expo, the Powering Channel Activations with the Big 3 panel will bring together perspectives from across the carrier ecosystem to discuss where the channel is headed and how partners can take advantage of the momentum.

For partners looking to grow their wireless and IoT practices, it’s a conversation worth having.

(Terra Bastolich is CMO of GetWireless with responsibility for corporate business development and marketing communications.)