Episode #784 of the MSPi PrimeCast
The technology services industry is moving through a period of rapid change. Artificial intelligence, cybersecurity challenges, and evolving business expectations are reshaping how companies use technology and how managed service providers support their customers.
In a recent conversation with Joey Pinz, Carolyn April of the Global Technology Industry Association discussed how industry research helps technology providers better understand these shifts. Her work involves analyzing data gathered from large surveys across channel companies and sometimes end customers to identify patterns in how technology is adopted and how businesses are responding.
These insights offer a broader view of what is happening across the IT channel and how MSPs can adapt as the industry evolves.
1. The IT Channel Now Has a Dedicated Industry Association
The creation of the Global Technology Industry Association followed the separation of the certification business from CompTIA. As April explained, GTIA now focuses exclusively on the issues affecting the IT channel.
This shift allows the organization to concentrate on research, industry insights, and collaboration that specifically benefit technology service providers.
MSP Action:
Follow industry associations and research groups focused on the channel to stay informed about changes affecting MSP businesses.
2. Channel Research Relies on Large Survey Data
Much of GTIA’s research comes from surveys of technology companies and, at times, end customers. April noted that these surveys collect large sample sizes so the results can be segmented and analyzed to produce statistically meaningful insights.
The goal is to understand how organizations are adopting technology and where opportunities or challenges are emerging for service providers.
MSP Action:
Review industry research reports regularly and compare the findings to what you are seeing within your own customer base.
3. Artificial Intelligence Is Driving New Productivity Opportunities
AI tools are already helping professionals complete routine tasks faster. April described how AI can be useful for handling repetitive work that consumes time but does not require deep analysis.
By offloading these tasks, professionals can focus on more strategic or complex work.
MSP Action:
Explore ways AI tools can improve internal operations and automate time-consuming administrative processes.
4. AI Is Also Affecting Cybersecurity
While businesses are using AI to improve efficiency and protection, attackers also have access to these tools. April described the situation as “AI fighting AI,” where both defenders and cybercriminals are leveraging the same technologies.
This dynamic is contributing to an increasingly complex cybersecurity environment.
MSP Action:
Continue strengthening security capabilities and educate customers about how emerging technologies may affect cyber risk.
5. Customers Need Guidance as Technology Becomes More Complex
Many organizations are still trying to understand how technologies such as artificial intelligence and modern cybersecurity tools will affect their operations.
April emphasized that MSPs are often closest to customers and are well positioned to help them interpret these changes and determine how to move forward.
MSP Action:
Prioritize advisory conversations with customers to help them evaluate emerging technologies and make informed decisions.
6. MSPs May Need to Reevaluate Their Business Approach
The pace of change in technology means MSPs may need to examine how their businesses operate. April noted that providers should consider how their organizations need to evolve in order to remain competitive in the coming years.
This could involve new technologies, service offerings, or operational adjustments.
MSP Action:
Review your long-term business strategy and determine how emerging technologies should influence your future services.
7. Partnerships May Help MSPs Expand Capabilities
As technology ecosystems become more complex, service providers may not be able to build every capability internally. April suggested that partnerships can help MSPs deliver solutions that require specialized expertise.
Working with complementary providers can help MSPs expand their offerings while maintaining focus on core strengths.
MSP Action:
Identify technology partners who can help you deliver solutions in areas where additional expertise is needed.
What This Means for MSPs
The technology landscape is evolving quickly as artificial intelligence and cybersecurity challenges reshape how businesses operate. At the same time, organizations are looking for trusted advisors who can help them understand these changes.
Insights drawn from industry research provide a broader view of what is happening across the channel. By staying informed and adapting their strategies accordingly, MSPs can position themselves to guide customers through an increasingly complex technology environment.
Catch the full conversation on MSPi PrimeCast Episode #784 and connect with Carolyn at https://www.linkedin.com/in/carolyn-april-90894233/
