How mobile services can drive growth

Time to read

5 minutes

Author

Alex Mawson, Product Portfolio Director at Giacom

Date published

July 2026

Mobile services are no longer simply about supplying airtime tariffs. For MSPs and resellers, they can create a route into device lifecycle management, security, connectivity and broader managed service opportunities.

What are the key mobile opportunities partners should be capitalising on?

Mobile remains a critical way for UK businesses to communicate and, for many SMBs, the mobile phone is now their most important business device. Although UK mobile connection growth has slowed, with the exception of cellular IoT, there is still a significant opportunity for partners to take market share from the networks by delivering mobile-led solutions rather than simple airtime tariffs.

Security is now a top priority for UK SMBs, so partners can create strong value by building mobile security into their proposition. Many organisations already use Microsoft 365 in their technology stack, and moving to Microsoft 365 Business Premium gives them access to Intune. However, these mobile management and security capabilities are often underused. Partners can introduce devices, airtime and application management in a way that helps customers address mobile security challenges while getting more value from their existing technology investments.

For software-focused MSPs, this creates a pathway into device lifecycle management and connectivity. By combining hardware, airtime and security into a single offer, partners can move beyond point solutions and provide a more complete mobile strategy. This not only increases recurring revenue but also strengthens customer reliance.

There is also a broader market shift towards value over price. Customers increasingly prioritise security, productivity and ease of management rather than simply choosing the lowest-cost tariff. This benefits MSPs that can integrate mobile into existing managed services.

Other opportunities include security-led mobile deployments driven by hybrid working, IoT-enabled connectivity, and structured device refresh programmes aligned to sustainability goals.

What are the main barriers to adoption and use?

From an end-user perspective, mobile airtime has no real barrier to adoption because it is already embedded in everyday business operations. Customers are usually looking for someone to help them solve wider business challenges, such as mobile management and security.

The larger challenge sits with partners, particularly MSPs with limited telecoms experience. Competing with established mobile network operators and traditional providers has historically been difficult.

Giacom has recognised this and built programmes to make entry into the mobile market as simple and hassle-free as possible. These include partner enablement programmes, assisted sales and simplified propositions. They help MSPs and resellers quickly build capability and confidence, allowing them to enter the mobile market without extensive telecoms expertise.

How can partners build their strategies around selling mobile services?

Mobile works best when it is integrated into an existing portfolio rather than treated as a standalone offering. It naturally complements services such as modern workplace solutions, endpoint security and device-as-a-service.

By combining devices, connectivity and management, partners can deliver a more unified user experience while increasing their share of customer spend. This approach allows partners to grow revenue without fundamentally changing their core business model.

Mobile should therefore be seen as an enabler that strengthens broader service strategies rather than a separate line of business.

How should partners go about finding a suitable vendor?

Selecting the right vendor requires careful consideration beyond pricing alone. Partners should first understand which model best serves their business requirements, whether that is Wholesale Mobile or Network Billed, where the contract is owned by the network.

A key consideration is finding a vendor that will operate as an extension of the partner’s business, providing the tools and support needed to deliver consistent, high-quality services.

Key areas to assess include choice of mobile network, rather than being restricted to a narrow or single-network proposition, as well as platform and self-service capability, such as provisioning and management tools, the strength of technical and pre-sales support, billing integration with existing systems, and the ability to scale as the partner grows.

How will mobile services and technology evolve over the next 12 months?

The mobile landscape continues to evolve rapidly. The rollout of 5G Standalone will unlock improved reliability, lower latency and new enterprise use cases. Another interesting area is the use of satellite connectivity by mobile networks. This has clear use cases, and it will be worth watching if and when mobile networks make these capabilities available to channel partners.

At the same time, adoption of IoT and Fixed Wireless Access is increasing, providing flexible connectivity options without reliance on traditional infrastructure. Cellular data connectivity has been a preferred solution for several years, and there is now a greater focus on making sure this connectivity is implemented securely. Further legislation and regulation in this area may also create a need for some solution providers to replace existing cellular connectivity deployments.

Partners will need to build understanding in these areas and position themselves as trusted advisers. Those who can design and deliver these solutions will be well placed to take advantage of future growth.

Mobile ultimately presents a clear opportunity for partners to drive growth by unlocking underused customer investments and embedding connectivity into existing services. With strong vendor support reducing barriers to entry, MSPs can confidently expand into mobile and capture greater value. Those who focus on integrated, value-led solutions and stay ahead of developments such as 5G, IoT and satellite connectivity will be best positioned for long-term success.

Building a stronger mobile services proposition

The strongest mobile services propositions bring devices, connectivity, management and security together around wider customer needs. This gives MSPs and resellers a practical way to deepen existing relationships, grow recurring revenue and make mobile a more valuable part of their service portfolio.

Further reading:
Mobile
Velocity Mobile
Wholesale Mobile
Network Billed Mobile
Mobile for MSP
Cellular IoT
Microsoft 365
Cybersecurity
Connectivity