Carolyn April of GTIA joined Joey Pinz to discuss how industry research helps MSPs better understand the rapidly changing technology landscape. Drawing on her work analyzing channel data and trends, Carolyn shared perspectives on how managed service providers can stay informed as artificial intelligence, cybersecurity risks, and evolving customer expectations reshape the industry.
1. GTIA Focuses Entirely on the IT Channel
GTIA was formed after the separation of CompTIA’s certification business from its industry association work. The organization now concentrates solely on the IT channel, providing research, insights, and resources designed to help MSPs and technology service providers better understand market trends and business challenges.
2. Research Comes from Industry Surveys
GTIA gathers data by surveying channel companies and, at times, end customers. These surveys collect large samples that can be analyzed and turned into research reports. The goal is to provide insights that help MSPs understand how businesses are adopting technology and where opportunities and challenges may be emerging.
3. AI Is Affecting Both Productivity and Security
Artificial intelligence is influencing many areas of the technology industry. Organizations are using AI to improve efficiency and automate tasks, while cybercriminals are also using AI to create more advanced threats. This creates an environment where technology providers must stay alert as both defensive and offensive capabilities evolve.
4. MSPs May Need to Reevaluate Their Approach
The rapid pace of change means MSPs may need to examine how their businesses operate. AI developments, cybersecurity demands, and customer expectations are all evolving quickly. In some cases, this may involve expanding skills, adopting new technologies, or forming partnerships that help fill capability gaps.
What This Means for MSPs
Technology complexity continues to grow, particularly around artificial intelligence and cybersecurity. As organizations struggle to keep up with these changes, MSPs have an opportunity to guide customers through new technologies and help them make informed decisions. Staying informed through research and industry insights can help service providers adapt and continue delivering value.
