The findings are part of Westcon-Comstor’s Future Ready programme, which aims to provide in-depth analysis of channel trends.
Channel partners in the UAE are placing data-driven innovation at the forefront of their growth strategy for 2026, according to new research from global technology distributor Westcon-Comstor.
The survey, which included 500 partners across the UAE, Australia, Singapore, Spain, and the UK, found that 40% of UAE-based respondents plan to invest in data-led offerings over the next 12 months. This focus surpasses other strategic priorities such as market expansion or transitioning to managed services and subscription models, and aligns with the global average of 40%.
Additionally, 26% of UAE partners identified data-driven consulting services as the most promising revenue stream stemming from digital transformation initiatives. Across all five surveyed countries, most partners are already leveraging real-time data to improve customer experiences and inform business decisions. Popular applications include tracking customer behaviour and preferences (57%), refining marketing and sales strategies (50%), and identifying market trends (42%).
The findings are part of Westcon-Comstor’s Future Ready programme, which aims to provide in-depth analysis of channel trends. The survey coincides with a surge in adoption of Westcon-Comstor’s analytics-driven sales programme, Intelligent Demand (iD), which saw the number of channel campaigns rise by 132% in 2025, from 540 to over 1,200 campaigns.
The Intelligent Demand programme combines predictive analytics, AI, and proprietary data science models to help partners and vendors identify new markets, enhance customer lifetime value, and drive growth.
“Our research confirms that data-driven innovation is now embedded as a critical driver of AI growth and differentiation for channel partners. Leveraging AI-powered data and analytics enables partners to uncover highly targeted sales opportunities, save time, and focus on areas that yield results. As channel evolution accelerates, the importance of data will only grow.”
– Atul Damani, Chief Data Officer, Westcon-Comstor
“In the UAE, our channel partners are embracing data-driven innovation as a cornerstone of growth for 2026. With the Emirates’ reputation for bold vision and rapid transformation, partners are leveraging analytics to unlock new opportunities and deliver exceptional value in a fast-evolving market.”
– Renton D-Souza, Managing Director, Gulf, Westcon-Comstor
