To differentiate, MSPs should elevate their conversations beyond technical metrics like 'malware blocked' to business outcomes. By quantifying the dollar-cost of an outage for clients, they can reframe cybersecurity not as an IT expense but as a crucial investment in business continuity, aligning their services directly with the customer's financial health.
An MSP's AI strategy, often centered on automation and orchestration, is entirely dependent on the underlying tools (RMM, EDR) being available. If these agents fail due to drift or attack, the entire AI framework breaks. Therefore, ensuring the resilience of these core applications is the foundational, non-negotiable first step before implementing AI.
Absolute's technology is already embedded in the firmware of over 600 million devices from major OEMs like Dell, HP, and Lenovo. Their core sales motion for Managed Service Providers (MSPs) is not installation but simple activation. This creates a powerful, low-friction path to adoption for partners, as the technology is already deployed in their fleets.
Despite its technology being proven at enterprise scale and used by Fortune 500 companies, Absolute Security's primary hurdle in the Managed Service Provider (MSP) market is a lack of name recognition and capability awareness. This highlights that a strong brand in one vertical does not automatically transfer to another, making targeted GTM crucial.