For Managed Service Providers (MSPs) around the world, the shift to hybrid cloud, AI-driven services, and changing customer demands has created both immense pressure and significant opportunity. Staying relevant means more than keeping up with innovation — it means leading it.
Few understand this better than Crayon’s Andreas Bergman — Global Lead for Hosting Partners. In a recent episode of Microsoft’s Hybrid Cloud Partners podcast, Andreas shared his frontline insights on how MSPs can thrive in the modern IT landscape, especially by focusing on what really matters: relationships, readiness, and relevance.
Watch the full interview or read on for a summary of key highlights!
MSPs are often the unsung heroes of small and mid-sized business (SMB) IT operations. As Andreas explains, they are “lifelines” entrusted to keep critical data, IT and cloud operations humming.
This involves deep trust, built in local communities and often reinforced through shared relationships beyond work — at the football pitch, in the grocery store — and it makes the MSP’s role unique. That trust, however, also brings responsibility. If something goes wrong, it’s the local MSP — not the global software provider — who’s accountable.
This makes the choice of a cloud distributor really vital. MSPs should be able to count on a distributor to be on their side of the table, to have the internal expertise and the vendor relationship clout to act in their best interests when and if things go sideways.
Being plugged into customer demand is critical for MSPs. Across markets — from Asia to the US and Europe — one trend is clear: hybrid cloud is becoming the norm. Most SMBs now recognise hybrid as the path forward. Today, the question isn’t if — it’s how.
Andreas notes that Crayon’s biennial study of SMB operations in Asia Pacific quantifies that hybrid cloud is the strategy that SMBs in the region are pursuing saying “we’re basically seeing that each and every SMB customer have gone from we don’t really know what our cloud strategy is to, it’s hybrid. We’re going hybrid. Everyone is doing it. It’s super clear.”
The study is part of an ongoing series called ‘The Future of Operations” which launched in 2021. Conducted by Forrester Consulting on behalf of Crayon, the series tracks the effect of disruption on SMB customers and how this translates into opportunity for Crayon’s partners.
Andreas understands that MSPs can be caught off guard by customers requesting public cloud as part of a hybrid or multi-cloud strategy. When demand precedes MSPs themselves being fully prepared, Crayon is onside to help plan the path forward. That means meeting MSPs where they are — whether they’re seeking aggressive growth in existing cloud practices or looking to modernise slowly.
Crayon’s approach combines:
Changing or transforming a business model from on-prem to cloud does take investment.
According to Andreas, the DCO program is a great way to offset that investment. It helps MSPs fund their business transformation through structured multi-year engagements or accelerated “kickstart” programs that turn plans into practice.
Crayon has three engagement models that support partners to make the shift. A comprehensive three-year program to help them transform a partners’ core business from on-prem to cloud. A 12-month activation program to graduate into a working Azure practice that ensures a partner can respond to customer demand for public cloud infrastructure. The other option involves Crayon working through the partner to deliver Azure capabilities and services to their customer, if investing in a transformative business model change is not part of their short-to-midterm game plan.
Andreas is no stranger to AI himself, using tools like Microsoft Copilot in both his personal and professional life. From prepping for meetings to planning home improvement projects, Copilot is part of his daily routine — a testament to how accessible and practical AI has become.
But the bigger story is how AI adoption is reshaping MSP offerings. Crayon sees AI not just as a product feature, but as a driver of strategic transformation — especially when it’s invisible, embedded into systems, and aligned with real business workflows.
That’s where MSPs can add serious value — by helping clients move from experimentation to full-scale AI integration, whether that’s using voice-activated tools at home or advanced Copilot implementations in business.
Transformation without governance is a liability. That’s why Crayon encourages MSPs to revisit their security strategies — not because they weren’t doing security before, but because the threat landscape has changed.
From data classification to privileged access management, Copilot deployments, and Azure migrations, governance must now be integrated into every MSP conversation. Missteps in this area can lead to data leakage, compliance issues, or customer churn.
As Andreas notes, “You need to figure out what data you have and how that needs to be protected. Some data doesn’t matter that much, but other data is everything.”
Whether helping a partner prepare for future growth or solving an urgent customer request, Crayon tailors its support for our partners to their strategic moment in time. The mission is clear: enable MSPs to stay trusted, stay relevant, and stay profitable — no matter where the industry is headed.
As AI, hybrid cloud, and customer expectations evolve, so too must the role of the MSP. With partners like Crayon in your corner, you don’t have to go it alone.
With Microsoft audits on the rise, now is the time to be proactive on SPLA compliance.
Crayon’s SPLA Health Check Assessment – powered by the KPMG certified Octopus Cloud tool – identifies gaps in your processes and tools.
As the 4th largest SPLA reseller globally, Crayon is fully committed to supporting our hosting community every step of the way.
Our goal? To minimise your business risks and ensure you’re not missing customer revenue opportunities.
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