Kaspersky: Pricing MSPs' Highest Priority When Considering Vendors

MSPs demanding reasonable pricing is indicative of economic uncertainty.

Edward Gately, Senior News Editor

January 10, 2023

2 Min Read
Price vs. Value
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A new Kaspersky survey shows pricing is the most important characteristic MSPs look for in vendors.

Kaspersky commissioned a survey of 500 MSP decision makers in the United States and Canada for a comprehensive view of how vendors can better serve them based on their needs and business objectives.

Key findings of the Kaspersky survey include:

  • The most important characteristic MSPs look for in vendors is price (89%).

  • The top vertical MSPs are seeing growth in is IT (52%)

  • Around-the-clock availability ranked highest (58%) when asking MSPs what level of technical support they consider most when looking at security vendors. This was followed by telephone support (56%), regular business hours (55%) and support via email (54%).

  • Further, 42% of respondents would be willing to spend 11-15% of their product cost on extended technical support.

  • Ninety percent of MSPs now require their customers to have cyber insurance.

MSPs’ Preferences Detailed in Kaspersky Survey

Trevor Serebro is MSP and distribution territory channel manager for Kaspersky North America.


Kaspersky’s Trevor Serebro

“One of the top indicators of our current economic condition is the MSP demand for reasonable pricing,” he said. “The volume of competitors and the impending slowdown of the global market poses challenges for MSPs. Therefore, managing costs will sometimes become a huge differentiator for MSPs and, in some cases, even survival.”

For cybersecurity vendors, insight into what products MSPs think will be most popular in the year ahead was a priority. The top four services MSPs are selling or plan to sell in the next 12 months include managed detection and response (50%), threat detection (47%), endpoint detection and response (46%) and endpoint protection (45%).

MSPs are looking for solutions that ultimately protect their clients, which reduces their support burden, fosters loyalty and retains the MSP’s reputation,” Serebro said. “All this, delivered at competitive pricing, makes it for a very tall order. However, customers have choices, and the responsibility is on the cybersecurity vendor to go beyond the call for robust solutions while being able to help their customers manage costs.”

While price point was ranked the most important factor, features and functionality tied with support for second place (88%), followed by efficacy (87%) and market share (84%).

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Edward Gately or connect with him on LinkedIn.

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MSPsChannel Research

About the Author(s)

Edward Gately

Senior News Editor, Channel Futures

As news editor, Edward Gately covers cybersecurity, new channel programs and program changes, M&A and other IT channel trends. Prior to Informa, he spent 26 years as a newspaper journalist in Texas, Louisiana and Arizona.

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