Cloud marketplaces offer new sales growth for telcos

A report from GlobalData indicates that telecommunications companies are finding new sales opportunities through cloud marketplaces. These platforms align with AI strategies to streamline the delivery of network services to enterprise clients.

Key drivers for growth include agentic AI-driven product procurement and the improved productization of infrastructure services. These online storefronts are becoming primary routes for sales growth. Google has reported that the value of third-party marketplace deals sold through channel partners increased by 170% in 2024.

For telecom operators, hyperscaler marketplaces remain a lucrative but underutilized channel. The integration of agentic AI supports conversational discovery experiences, allowing buyers to procure software by describing technical goals or problems rather than through complex coding. Additionally, open-source software and standardized APIs are enabling carrier solutions to be listed alongside other software and services on these marketplaces.