Westcon-Comstor research shows analytics-driven offerings emerging as the top growth priority for partners in the Emirates
Channel partners in the UAE are increasingly betting on data-driven innovation to accelerate growth in 2026, according to new research released by global technology distributor Westcon-Comstor. The study highlights a clear shift toward analytics-led strategies as partners look to unlock new revenue streams and improve profitability in a highly competitive market.
The survey, which covered 500 channel partners across five countries, found that 40% of UAE-based respondents plan to invest in data-led offerings over the next 12 months. This makes data-driven innovation the leading priority for partners in the Emirates, ahead of initiatives such as geographic expansion or transitioning to managed services and subscription-based models. The UAE figure aligns with the global average, underlining the universal importance of data in future channel strategies.
“Data-driven innovation is no longer optional—it is central to how channel partners grow, differentiate, and win in an AI-led market,” said Atul Damani, Chief Data Officer, Westcon-Comstor.
Beyond product innovation, data-driven consulting is also gaining traction. More than a quarter of UAE partners identified analytics-led consulting services as the most promising revenue opportunity emerging from digital transformation initiatives. This reflects growing customer demand for actionable insights, measurable outcomes, and smarter decision-making support.
Across all markets surveyed—Australia, Singapore, Spain, the UAE, and the UK—most partners are already using real-time data to enhance customer engagement and guide business decisions. Common use cases include tracking customer behavior and preferences, refining sales and marketing strategies, and identifying emerging market trends.
The findings are part of Westcon-Comstor’s Future Ready channel research programme and coincide with rising adoption of its analytics-driven sales initiative, Intelligent Demand (iD). During calendar year 2025, the number of channel campaigns supported by Intelligent Demand grew by 132% year on year, increasing from 540 to more than 1,200 campaigns.
The Intelligent Demand programme uses predictive analytics, AI, and proprietary data science models to help partners and vendors identify high-value opportunities, improve customer lifetime value, and enter new markets more effectively.
According to Westcon-Comstor, the strong uptake of data-led strategies in the UAE reflects the region’s appetite for rapid innovation. With partners increasingly embedding analytics into their core operations, data is set to play a defining role in shaping channel growth and competitiveness in 2026 and beyond.
