Meeting Market Demand: The Evolution of the MSP Offering

The MSP landscape is changing, and it’s changing fast. As customer expectations evolve and emerging technologies reshape the playing field, the question is: How is your MSP adapting to meet this demand? In the next session of MSPs in Conversation, our panel of industry leaders explores how Australian MSPs are evolving their service stacks, improving profitability, and staying competitive. This session will unpack how modern MSPs are broadening their service portfolios into high-margin offerings, and discuss where you should focus your efforts in to win and retain customers.

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Key Takeaways

1

Customer Expectations Have Fundamentally Shifted

Managed services are increasingly commoditised, putting downward pressure on pricing, while expectations around speed, experience, and cybersecurity continue to rise. MSPs must adapt by delivering clearer value beyond basic support.

2

Cybersecurity Is No Longer Optional

Cyber is no longer an add-on—it’s a foundational requirement. High-profile breaches have increased awareness and urgency, making cybersecurity a non-negotiable part of modern MSP offerings and client accountability.

3

SLAs Matter Less Than Real Experience

Customers care less about SLA compliance and more about real-world outcomes. Fast, transparent communication and prioritising business impact over contractual metrics are key to retaining trust and satisfaction.

4

AI and Automation Are Opportunity Areas—If Done Right

AI presents significant opportunities in efficiency, data insights, and automation, but success depends on data quality, clear use cases, and avoiding a race-to-the-bottom on pricing. MSPs should focus on value, not just tools.

5

Successful New Services Require Planning and Buy-In

New offerings succeed when they are well-planned, tested with trusted clients, clearly documented, and supported internally. Involving sales, technical, customer, and marketing teams early helps avoid margin erosion and delivery issues.

Featured Panelists
Ben Town
Hosted Network
Ryan Spillane 360 Consulting
Ryan Spillane
360 Consulting
Meg Visser
Meg Visser
Otto IT