Zoom: Powering EMEA with a Partner-Led Focus

Before the pandemic, Zoom had committed itself to being a video meetings company. 

Now, the company is a well-established household name around the world as it launches into new digital transformation markets and bolsters its technology strategies. With its high-level global strategy extending across Europe and a clearly defined product vision, the company is undergoing a significant collaboration and productivity revolution.

Within EMEA, Zoom is eager to develop a partner-first mindset, leveraging its partner relationships to power an experience that empowers them to continue their business with Zoom. Partners within this region are extremely important to the company, as it trusts partners to look after Zoom customers.

This strategy comes at a pivotal time for Zoom’s European market. The company has recently invested in its new Experience Center in the UK, as it aims to accelerate AI-powered communication and collaboration across Europe and worldwide.

Background: Zoom operations speeding up at pace

Zoom operations are being driven by rapid innovation which is in part due to disruptive technologies like artificial intelligence (AI). 

The company currently boasts Workplace, its AI-powered collaboration platform announced in March 2024, which is designed to help reimagine teamwork, facilitate connections and improve productivity. To make Zoom more than just a video app, the company is committed to lean into AI capabilities more to make workplace tasks more efficient and help them to get more done during the working day.

Its new products and features also include the new AI Companion features for Zoom Phone and extended capabilities with Ask AI Companion, which aim to provide its customers with the all-in-one AI-powered platform they need to power modern work. 

Delivering these features at such a rapid rate has caused Zoom’s enterprise revenue to continue growing year-over-year. It highlights the company’s continued commitment to growth and innovation across Europe, as well as its new features investing in the future of Zoom.

“The UK continues to be Zoom’s door to EMEA, and is one of our largest key markets outside the US,” comments Frederik Maris, Head of Europe, Middle East, and Africa (EMEA) at Zoom. “Our latest investment in the region underlines Zoom’s long-term commitment to the UK, where we have already seen the number of full-time employees nearly double in the last three years. The new Zoom Experience Center is a testament to our cutting-edge technology, and the creativity that Zoom can enable, and raises the bar for our international footprint outside of the United States.”

Partnership authority to help serve EMEA

Zoom first started operating in the UK in 2013, before opening its first office within the country in 2018. The company also holds offices in Germany and the Netherlands, as it continues to enable its EMEA partners to be authoritative across the continent.

The company’s existing Zoom Up Partner Programme is a framework for its existing and new partner ecosystem. It holds incentives and rewards based on revenue and skills requirements, as it aims to build sales and stronger platforms via Zoom.

Now, across Europe, Zoom is aiming to drive significant growth through its partner relationships in the coming years. The company operates in a unique way, aiming to have more than 80% of its EMEA revenue achieved via its channel partners within the next several years, by providing more support in areas that are doing well.

This move towards a more collaborative approach is also more indirect, which Zoom believes is needed to achieve better trust with its partners. With more than 1200 active partners currently operating across EMEA, Zoom hopes to serve a US$300bn Total Addressable Market (TAM) by 2030.

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