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What Is a Managed Services Provider Or MSP?

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What Is a Managed Services

Provider or MSP?

Amy Luby, IT Channel Evangelist Acronis

[email protected]

Dual headquarters in Switzerland and Singapore

Dual headquarters in Switzerland and Singapore

1

Introduction

Dual headquarters in Switzerland and Singapore

2

Introduction

26 Years in IT Channel

Former MSP, Master MSP

CompTIA Community Member: Managed Services, Security, Emerging Tech

ASCII Board Member

Awards:

• CRN’s Channel Chief & Women

of the Channel Awards
• Forrester top 100 Most Influential in the Channel

Amy Luby

• MSP Mentor Top 250 Influencers

& Top 100 Global MSPs

Channel Chief Evangelist,
Acronis

• SMB Nation’s SMB 150 • COMPTIA’s Industry Leadership Award

Dual headquarters in Switzerland and Singapore

3

State of the Channel

Dual headquarters in Switzerland and Singapore

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State of

the MSP Channel

75%

of world trade flows indirectly

90%

of IT trade flows indirectly through

the Channels

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Global IT Spending

in 2020

2%
3%

20%

7%

32%

14%

5%

The Global Information

Technology Industry:

6%

$5.2 Trillion

11%

Estimated 2020 spending at constant currency. Encompasses

hardware, software, services and

telecommunications

Source: IDC

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What is a Managed Services Provider?

A Managed Service Provider (MSP) is a company that remotely

manages their client's IT infrastructure and devices, on a proactive basis, under a subscription model.

Proactive IT

Management

Subscription

Model

MSP

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How Many MSPs?

600,000

Globally

50,000
162,000

MSPs NA

Partners NA

17%

Profitability is quickly declining for MSPs

Average MSP Margin

  • Increased Commoditization
  • Increased Margin Pressure

Forrester 2019

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State of the MSP Channel

Explosive Growth of Cloud Applications

New Buyer’s

65% IT Purchases made Outside of IT
Revenue Opportunity

  • is Downstream
  • Journey

Top SaaS platforms built Channel Ecosystems:

▪ SalesForce, Marketo, WorkDay…

▪ DreamForce had 65,000 in attendance, all adding value to the Force.com platform

▪ For every $1 in SF licenses sold, there is $4.14 in indirect revenue

▪ Integration, Implementation, Installation,

Security, Compliance, Continuity

  • ▪ All coming through the Channel
  • MSFT today is adding 7500+ partners

per month, 80% non-transacting

at 40%-70% Margin

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2020 Channel Trends

XAAS

500K
TECH CHANNELS

The average channel program will grow the number of partners by 10X in five

years, and 80% of these new partners will be non-transacting partners.

Telco agent / SUB 30K
Print / Copy 10K

Pro A/V 5K

VAR 600K
ISV
175K
EMTECH,

STARTUP

800K

Retail/POS 2.5K

Trifurcated Channel

SHADOW CHANNELS
MSP 50K

• Influencer Channel

a) Affinity partners, referral agents, b) affiliates

RSI
2.5K

Accounting/CPA 150K Digital agency 108K

MSSP
5K

MGMT consultants, legal, prof SVCS, etc.

• Transactional Channel

GSI
20

a) Traditional Resellers

INFLUENCERS

Alliances, advocates, affinity,

ambassador, affiliates, social / digital

• Shadow Channel

a) Consultants, integrators, b) adjacent ISVs, accountants,

c) digital agencies

Forrester 2020

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Evolution of Managed Services

Outcome Focus

Value

Service Focus

Strategic

Client Focus
Support Focus

Orchestration

Proactive

•

Product Focus

Automation
Innovation Catalyst

Reactive

•

Problem Management

•

Predictable Results

•

Strategic Business

Ad Hoc

•

KPI Management &
Reporting

•

Manage to SLA

•

Operational Efficiency

Partner
Alerting

Focused

•
•

Repeatable Process

•

Task driven

•

Full Outsourcing

•

Utility Computing

•

Controlled Asset Management

•

Subscription Model

•

Inconsistent Documentation

•

Product-centric

•

Incident Driven
Projects
Flexible

Outsourcing

•

Limited Asset Management
Bundled Services
Technology Silos

  • 2000
  • 2005
  • 2010
  • 2020

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Core MSP Service Offerings Today

Cloud Storage

  • Help Desk
  • Managed Backup

Hardware

Procurement

System Monitoring

Core
Services

System

Management

Change

Management

  • System Security
  • BC/DR

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MSP Core Tools

Contracts SLA

Cloud Storage

Projects

CRM

Invoicing Workflow Ticketing Escalation

  • Help Desk
  • Managed Backup

Hardware

Procurement
System Monitoring

Core

Services

System
Management
Change
Management

Monitoring Management Patching

  • System Security
  • BC/DR

Alerting Scripting Automation

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Forrester 2020

MSPs by Size

Sizing the U.S. IT Channel Using the North American Industry Classification System (NAICS)

Large Channels Firm

189
1,511

500+ employees

Channel-Oriented

Establishment by NAICS
Medium Channels Firm

100-499 employees

$1M Annual
Revenue

119,139

Small Channels Firm

14,926

122,728

139,354

10-99 employees

Solution providers,
Integrators, Consultants, Systems Builders, MSPs

Micro Channels Firm

1-9 employees

Forrester 2020

16,377

Est. Total for 2016

Average

8 Employees

YoY growth estimate: 4,7%

VARs, BC/DR, MSPs,

Software Installation

Services

+ 199,756 self-employed, sole proprietors working in a

capacity that could be related to the IT channel

3,838

+N number of firms a NAICS classification that makes it difficult to assign directly to the IT channel. A percentage of these firms are likely involved in reselling or influencing IT product or services sales (e.g. custom software development, distributors, consulting firms)

Computer facilities management services

CompTIA 2019 State of the Channel Report

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MSPs are Security Focused

Perceived driver of positive MSP performance

Growing need for cybersecurity

52%

expertise

52% of MSPs say gaining

more skills in cybersecurity will be the #1 action to help ensure solid market performance over the next two years

Customers needing to

modernize IT systems

48%

Growing awareness of managed services model of outsourcing

47%

Growing opportunities in

47%

specialization
Growing need for compliance

40% 40%

Customer challenges in hiring IT

staff / need expertise

50,000 MSPs NA

Expanding base of customers in new markets

37%

25,000+ Focused on Security in NA

  • CompTIA, Trends in Managed Services 2020
  • Forrester 2020

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Three Pillars

of the MSP Model

Dual headquarters in Switzerland and Singapore

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Managed Services Business Model

Sales = Word of Mouth

  • Finance
  • Sales

Operations = Tight Controls (>Margin)

Finance = Subscription Model

Operations

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Sales

Top Business Pain Points for MSPs (%):

Marketing/Sales
Work/Life Balance Revenue Growth

44

Word of Mouth

38

33

30 30
28
27

25

Ransomware/Cybersecurity
Hiring Good People

Slow Revenue Growth

Technology or Vendor Issues
Profitability

Rely heavily on vendor MDF and joint Marketing

Internal Operations Company Culture

13 13

Compliance or Data Privacy Issues
Competition

Low Churn

9

Customer Churn

6

CompTIA, Trends in Managed Services 2020

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Customer Base and Monthly Recurring

Revenue (MRR) Effect

Most revenue comes from the customer base, not from new customers

Time

  • Period 1
  • Period 2
  • Period 3
  • Period 4
  • Period 5
  • Period 6
  • Period 7

Source: www.bmtoolbox.net/patterns

New customers and revenue

  • Lost customer and revenue
  • Customer base and recurring revenue

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Simple Subscription Business Logics

  • Period 1
  • Period 2
  • Period X

…

  • If
  • then

+

>

  • Customer Lifetime Value (CLV)
  • Subscriber

Acquisition Costs (SAC)
Profit

  • If
  • then

+

>

  • New Subscriptions
  • Cancelled
  • Growth

Dual headquarters in Switzerland and Singapore

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MSP Pricing Models

Device and end-user- based pricing
Flat fee pricing

(aka ‘all you can eat’)

Bundled / Portfolio

(aka SLA-based, tiered pricing)

A la carte pricing

User-based pricing

Customers select and pay for the specific service elements

they need

A flat fee for every device, price varying depending on

device type

Value-based standardized model,

customer pays for the total ‘meal

deal’, as opposed to ‘a la carte’

A flat fee for an user, user’s

multiple devices are all covered
Different levels of support

packages, portfolio approach

• Allows "foot in the door“ from

"reactive" customers
• Concept is simple and easy to sell
• Consistent delivery of services and support accross a business
• BUT risky for MSP‘s margin if

the number of

support/delivery costs for each devices are not factored correctly
• More effort is required to sell as individual service items are not priced separately
• Can produce higher margin • BUT on the flip side can cost margin if usage or cost of

delivery is underestimated

• Is flexible and easy to administer and quote for service

• BUT it doesn‘t communicate

the value as pricing is solely based on the number of devices and end users managed
• MSP‘s can offer different package tiers reflecting different service levels
• Bundling can reduce the complexity of offering
• BUT risk that customer choose the cheapest option

• More effort is needed to sell

the value of more expensive packages
• BUT can extend the sales cycle, as the customer has to select from many choices
• Doesn‘t communicate value

well
• It can make it difficult to upsell

further services

• Most flexible option for

customers
• Completely tailored to their requirements

• Everything is handled

within the one user seat
• Customers benefit from knowing all aspects

• Flexible approach for

customers as devices and end-users can be added as business grows

• Customer benefits from

an all-encompassing managed service solution with a single cost

• Customers can choose

a bundle that closely reflects their service requirements and budget
• Assumes a full understanding of their requirements of their IT are accommodated within the cost
• Easy to administer as the number of users grows
• BUT it can be difficult to see the value, as they tend to view the cost purely as a number-based calculation
• They don‘t see the total value

of services offered

• BUT it may be more difficult to justify internally, as opposed to the more

transparent "a la carte“

payment
• Simplifies the sales process from the customers point of view

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Conclusion

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50,000 MSPs in NA

Proactive IT Management + Subscription Model

Average 8 Employees, $1M in Annual Revenue

  • Sales
  • Finance

Operations

>50% Focused on Security

Word of Mouth

Integrated Tools

Manage to SLA

2/3 Technical Leader

Core Services Low Margin
40%+ Margins Downstream IT

Highly Profitable Over Time

  • #1 Constraint
  • Tight Controls

  • Low Churn
  • Predictable Outcomes

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Building a more knowledgeable future

CREATE, SPREAD

AND PROTECT KNOWLEDGE WITH US!

www.acronis.org

Building new schools • Providing educational programs • Publishing books

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