Last week's MSP Show 2025 at Excel London proved to be exactly what we hoped it would be—a powerful validation of Digital Avenue's position in the connectivity market and a clear demonstration of where the industry is heading. As one of the few hardware-focused connectivity providers in a sea of software solutions, our presence at the show underscored just how essential reliable, rapid-deployment connectivity has become for the MSP community.
Why Did We Choose MSP Show 2025 as Our Platform?
The decision to exhibit at MSP Show 2025 was strategic. With MSPs increasingly responsible for delivering comprehensive IT solutions to their clients, connectivity has become the foundation that everything else builds upon1. Whether it's supporting remote work, enabling cloud migrations, or ensuring business continuity, MSPs need connectivity partners who can deliver enterprise-grade solutions without the traditional delays and complications.
Our focus at the show was clear: demonstrate how our Corporate connectivity solutions can empower MSPs to offer more comprehensive services to their clients while generating additional revenue streams through our partnership program. The timing couldn't have been better, with the MSP community actively seeking ways to differentiate their offerings in an increasingly competitive market2.
What Did We Showcase to the MSP Community?
Our stand centered around our Corporate connectivity arm—the managed, long-term connectivity solutions that form the backbone of modern business operations. We demonstrated our ability to deliver enterprise-grade connectivity with active management and SLAs, including our diverse-path backup solutions that combine primary fiber connections with cellular backup for enhanced reliability1.
The conversations consistently returned to one key point: MSPs want more control over their clients' connectivity, not less. Too often, they're left waiting on third-party providers for installations, dealing with wayleave disputes, or scrambling to find solutions when primary connections fail. Our partnership model addresses these pain points directly by giving MSPs the tools and support they need to take ownership of connectivity delivery.
We also highlighted our strategic partnership capabilities, particularly our recent alignment with leading connectivity hardware providers. While we'll be making more formal announcements about these partnerships in the coming weeks, the initial response from the MSP community was overwhelmingly positive.
What Industry Trends Did We Observe at the Show?
The most striking observation from MSP Show 2025 was the overwhelming focus on AI-powered solutions. Nearly every exhibitor seemed to be showcasing some form of AI integration, from automated ticket resolution to predictive maintenance systems24. While these software innovations are undoubtedly valuable, they highlighted a critical gap in the market.
Hardware solutions—particularly connectivity hardware—were notably scarce. This scarcity actually reinforced our value proposition. All the AI in the world means nothing if the underlying connectivity isn't reliable, fast, and properly managed. MSPs are recognizing that while software can solve many problems, the physical infrastructure that enables digital transformation cannot be overlooked.
The shift toward software services also revealed an opportunity. As MSPs invest heavily in AI and automation tools, they need connectivity partners who can ensure these solutions perform reliably. Our enterprise-grade hardware, including Peplink routers, Cisco switches, and Ruckus WiFi 6 access points, provides the stable foundation these advanced software solutions require1.
How Can MSPs Capitalize on the Connectivity Opportunity?
The conversations at MSP Show 2025 consistently revealed the same challenge: MSPs want to offer comprehensive solutions but often lack direct control over connectivity delivery. Traditional fiber installations can take months, wayleave disputes create unpredictable delays, and emergency connectivity needs require immediate responses that most providers simply cannot deliver.
Our partnership model addresses these challenges by enabling MSPs to offer:
- Rapid deployment connectivity with 24-hour installation capabilities for emergency situations
- Diverse-path solutions that combine fiber, cellular, and satellite technologies for maximum resilience
- Managed services with active monitoring, SLAs, and technical support
- Revenue opportunities through white-label connectivity provision and ongoing monthly recurring contracts
The key differentiator is control. Rather than being dependent on multiple third-party providers, MSPs can work with a single connectivity partner who understands their business model and can respond at the speed their clients demand.
What Does This Success Mean for the Future?
MSP Show 2025 reinforced our belief that connectivity remains the fundamental enabler of digital transformation. While the industry rushes toward AI and software automation, the underlying infrastructure requirements are becoming more demanding, not less. Businesses need connectivity that's not just fast, but reliable, rapidly deployable, and actively managed.
The relationships we built at the show—and the partnerships we're developing—position Digital Avenue to help MSPs meet these evolving demands. As the industry continues to mature, we expect to see more MSPs recognizing connectivity as a strategic service offering rather than just a prerequisite.
The success at Excel London has energized our team and validated our approach. The MSP community is ready for a connectivity partner who understands their business model, can deliver at enterprise scale, and provides the control they need to serve their clients effectively.
For MSPs looking to expand their service offerings and take greater control over their clients' connectivity experience, the conversations started at MSP Show 2025 are just the beginning. The opportunity to transform connectivity from a constraint into a competitive advantage has never been clearer.