IT Industry Predictions for 2024

It’s an age-old question for MSPs and other tech businesses: Where do I place my bets for the coming year? From new technologies and workforce trends to business models and macroeconomic issues, there’s a lot to think about. We asked several leaders from the CompTIA Community for their thoughts on what MSPs should expect in 2024. Here’s what they had to say.

Commoditization of Traditional IT Will Continue

“Each year more and more of ’traditional’ IT support work becomes more commoditized. The tasks that IT support is primarily responsible for becomes superfluous because the primary technology no longer needs it (how often do you defrag a disk anymore?), or an automatic tool can do it without humans or by a significantly small number (and often lower-skilled). Think ‘doing more with less’…always.” — Bob Coppedge, CEO, Simplex IT, and member of the CompTIA Channel Development Industry Advisory Council

Are Digital Avatars the Future of Brand Engagement?

“Soul Machines reports 20,000 hours of fan engagement with digital avatars of K-Pop stars and mixed martial artist Frank Ngannou. With digital avatar creation and implementation being possible for a monthly fee soon, MSPs could create an avatar for improved customer experience.” — Warwick Grey, strategic partnerships liaison, Business Mentors New Zealand and member of the CompTIA Community – ANZ

Talent Shortage Will Lead MSPs to Look Nearshore, Offshore

“The tech workforce has consistently posed a significant challenge for MSPs. Despite anticipating a gradual economic stabilization, the expectation that workforce concerns would abate seems optimistic. MSPs are likely to persist in grappling with the difficulties of attracting and retaining talent, especially in a job market where available positions outnumber qualified applicants. To address this issue, an increasing number of MSPs are likely to explore nearshore/offshore options to bridge gaps in their personnel roster.” — Dan Shapero, president and COO, TeamLogic, and member of the CompTIA Channel Development Industry Advisory Council

AI Automation Makes Inroads Into MSP Cyber Capabilities

“MSPs will proactively adopt advanced security solutions, including managed detection and response (MDR), to safeguard clients and preserve profit margins. This approach involves deploying scalable teams of experts capable of delivering rapid 24/7 response capabilities. The incorporation of artificial intelligence (AI) automation is poised to make its initial inroads, primarily through process automation for the help desk. This strategic integration will empower MSPs to maximize their existing resources, enhancing efficiency and adaptability in the face of evolving challenges.” — Dan Shapero, president and COO, TeamLogic, and member of the CompTIA Channel Development Industry Advisory Council

MSPs Shift to Midmarket and Co-Managed IT

“MSPs have historically targeted SMB clients with little or no IT talent on staff. These SMB clients have a strong need for support, but limited budgets and appetites for cybersecurity and advanced IT services. This will change as the mid-market begins to grapple with talent shortages and the increased complexity of the cybersecurity landscape. MSPs that understand these constraints will have tremendous opportunity to step in and deliver these critical support and security functions to larger, mid-market clients who see higher value in their solutions.” — Paul Redding, vice president of channel, engagement and cybersecurity, Compliancy Group, and member of the CompTIA SaaS Ecosystem Advisory Council

MSP Investments in Services, Consulting Will Yield Improved Results

“Partners will continue to increase their investment in services and consulting practices. This has been going on for a couple years now, but I think with the current economic environment, this is becoming more important now than ever. Partners understand that they must provide end to end solutions and help support companies that have had staffing reductions and services in the primary way to maintain budget spend.” — Heather Harlos, senior director, global partner enablement and programs, Proofpoint, and member of the CompTIA SaaS Ecosystem Advisory Council

Marketplaces Will Help MSPs Compete More Effectively

“The marketplace will continue to grow as a source of procurement for customers.  This means that partners will not only have to adopt a marketplace motion, but they will also have to increase their services and support offerings to maintain their existing customer base and expand to new ones.” — Heather Harlos, senior director, global partner enablement and programs, Proofpoint, and member of the CompTIA SaaS Ecosystem Advisory Council

Channel Chiefs Move Closer to Autonomous Channel Management  

“Many vendors reduced their channel budgets and headcounts in 2023 and nearly half planned to eliminate their traditional channel marketing function. With fewer resources and higher revenue targets, they struggle to meet their goals. They can’t afford to just maintain the status quo in 2024. That's why next year we will see companies turn to automation for time-consuming processes. For example, check-ins and updates that can help boost revenue without a human touch. Channel chiefs will use AI to tier partners based on alignment, scope, and reach and combine it with automation to personalize to-partner communications while also empowering partners to personalize vendor content for more effective outreach to prospects.” — Kris Blackmon, head of channel communities, Zift Solutions, and member of the CompTIA SaaS Ecosystem Advisory Council

Automation Will Drive SaaS Adoption, Innovation

“2024 is going to be the year of automation.  It will also be the year where we are going to see a clear delineation of what true SaaS solutions are versus basic software applications. We will see an array of solutions that will provide MSPs and IT service providers with the best of both worlds. Where you will have the power to get issues resolved out of the box, coupled with the ability to customize the software to your environments.” — Tim Coach, global channel chief, Pia, and member of the CompTIA SaaS Ecosystem Advisory Council

Automation Will Help Improve Client Business Alignment

“As market leading MSPs and technology providers, you already lose sleep aligning your services to your client’s needs—but in 2024 we’ll see the needle move even further towards MSPs having to truly understand their clients’ business objectives and then how technology can help them meet and exceed those goals. I’ll wager nobody’s clients have a business goal to renew their firewall next year, but I’ll bet many will have goals to have an organisational cybersecurity strategy that will enable them to stand out from their competition and win new business themselves. As market-leading technology providers, 2024 will see the need for you to truly demonstrate how what you do will enable your clients to succeed.” — Dan Scott, IT Nation Community Director, ConnectWise, and chair, CompTIA Community – UK

Prepare for More Regulation, Legislation

“We’ve already seen examples, such as the U.S. State of Louisiana requiring official registration of MSPs and in 2024 this trend will only continue, as governments and regulatory bodies understand not only the advantages of partnering with MSPs and service providers, but also the potential threats that exist if they fall victim to cybercrime. Time to get ahead of the curve and remember to focus on people, process and technology in that order to both prepare your teams and your clients to meet and exceed the challenges that lie ahead.” — Dan Scott, IT Nation Community Director, ConnectWise, and chair, CompTIA Community – UK & Ireland

ROI Will Be a Big Focus for IT Industry Event Attendees

“The number of industry events will continue to accelerate, prompting MSPs and vendors to become even more strategic in their attendance and sponsorship investments. Those that challenge the status quo, foster a strong sense of community and provide tangible takeaways and a distinctive ROI will win out. Vendors hosting channel events today must not rest on their laurels. Unprecedented times call for unprecedented measures, and 2024 should be a time for vendors to be prescriptive and transparent about how their events are helping the MSP community to flourish.” — Vicky Bruns, manager of ecosystem, ConnectWise, and member, CompTIA Channel Development Advisory Council

Staffing Will Remain a Big Challenge for MSPs

“It has become harder to retain good tech talent, so it’s worth looking beyond the usual talent pools to find those hard-working plate spinners who can make a real difference to an organisation. Of course, the staff shortage affects both MSPs and their clients and is driving further outsourcing, opening up new business opportunities, too.” — Greg Jones, vice president of business development, Kaseya/ Datto, and executive council member, CompTIA Community – UK & Ireland

Opportunities Abound for MSPs That Pivot Through Uncertainty

“Despite a somewhat turbulent year for the UK economy, MSPs are currently in a good place, and this is likely to continue in 2024. The technology industry often does well in times of economic uncertainty. There is huge potential, especially for those MSPs who can pivot and spot opportunities to grow. Adaptability and agility will be paramount for their success – and the success of the businesses they serve.” — Greg Jones, vice president of business development, Kaseya/ Datto, and executive council member, CompTIA Community – UK & Ireland

More Businesses Will Benefit From Leveraging AI Functionality

“2024 will see more businesses understanding how to utilize AI positively and safely, with an emphasis on new organizational roles to lead AI strategy and leverage emerging technologies. Over the next few years, we will see upskilling of basic digital skills and adoption of AI in all walks of life.” — Hollie Whittles, information security and HR director, Purple Frog Systems, and vice chair, CompTIA Community – UK & Ireland

M&A Activity Drives Vendors to Be Better Listeners, Partners

“With increased mergers and acquisitions, vendor evaluations and choice it is imperative for vendors to provide not only best in class products but also meet partners where they are. To listen and learn, to make it easier to do business with, to support, enable and enhance the symbiotic relationship.” — Michelle Ragusa McBain, vice president of global channels, SonicWall, and member of CompTIA Channel Development Advisory Council

Cryptojacking, Other Cyber Threats Spur More Assessments, Services

“According to our sensors in 215 countries and territories around the world, there has been an immense rise in all attacks, specifically cryptojacking. We know it’s not if but when a cyberattack will happen and it is critical to be prepared. Have incident response plans, vulnerability assessments and even consider managed detection and response as a security-as-a-service offering and cyber insurance to keep your business and customers safe and protected.” — Michelle Ragusa McBain, vice president of global channels, SonicWall, and member of CompTIA Channel Development Advisory Council