Managed service providers could be eyeing another transition: one to a business service provider.
That’s according to Jason Myers, cybersecurity strategist, MSP partnerships at OpenText, who said MSPs are “moving to the next level” as they rethink their role and business models.
“I’ve heard people say MSP 5.0,” said Myers. “The term I like is BSP — business service provider — where the MSP is going to be more of a consultant and a trusted advisor, especially with the emergence of AI.”
AI is opening new opportunities, but Myers warned against inflated expectations.
“We’re putting higher expectations on AI than what it is,” he told Channel Dive. “It’s not the magic bullet for everything. It’s a tool, and MSPs are going to need to learn how to use it for their customers to solve real problems.”
Citing a recent MIT study, he noted: “Ninety-five percent of all new AI deployments are a failure. Security, compliance and governance are part of it. But the bigger issue is a lack of defining what business problems you’re going to solve. You can’t just go sell Copilot licenses and expect some business is going to transform and all of a sudden become more efficient.”
Cybersecurity: MDR becomes essential
Managed detection and response services are rapidly growing mainstream among MSPs.
“Five years ago, it was a nice-to-have. Now it’s absolutely necessary,” Myers said.
However, most MSPs lack the resources for a 24/7 security operation, he said.
Cybersecurity vendors can fill that gap for MSPs, enabling them to deliver services without building the capabilities on their own.
“We can be that for you, so MSPs can provide that service,” Myers said.
Regulatory changes that could reshape MSP responsibility.
The U.K. government in August proposed banning public sector organizations from paying ransoms.
“Paying ransom is strongly discouraged by the Feds in the United States — they consider it like negotiating with a terrorist. But preventing someone from paying the ransom could absolutely devastate their business if they’re unable to get their data back.”
Many MSPs are now setting higher security baselines.
“Even a couple of years ago, MSPs would offer bronze, silver and gold packages,” he said. “Now I’m seeing a lot only offer one level, one stack, and this is the minimum level of risk we’re willing to accept. Take it or leave it. If you don’t want to be our customer, then don’t be our customer. And I think that’s smart.”
Removing barriers
OpenText is reshaping its partner program to reflect this shift.
The company, in November, opened up its entire portfolio for partners to sell, using distributors as an on-ramp to add new resellers. Myers said OpenText has added resources to train and equip partners to market and sell its portfolio.
“It’s easy to get these concepts across to the MSP — the challenge is helping them explain them to their customers.”
OpenText is also removing barriers to entry.
“We don’t do any contracts. We don’t do minimums. We’ve got free trials for all our products,” said Myers. “Not doing contracts is a testament to the quality of our products — they’ve got to be sticky. If there’s no contracts, our partners can walk away at any time. We’ve got to earn their business.”
