The cloud telephony market is a crowded and competitive one. The market itself has grown more slowly than other markets where other applications and business functions have been migrated more readily to the cloud. It does appear now through that the cloud communication market is catching up and demand within organisations is growing. Within the UK the traditional channel market has already started to change. From the original setup of ICT resellers and voice specialists the lines are now blurring and the most resourceful and successful providers can provide all aspects of a business's technology needs.