Massive Networks is working hard to become a carrier for MSPs that can open up a new stream of revenue, both for Massive and MSPs.

“We're trying to connect with the MSPs and offer them a different look at connectivity and help them understand a little bit more about the interconnected business that they're serving today requires a different type of carrier, a different type of partnership,” Massive CMO Keith White said about the carrier’s push into the MSP market.

White said Massive works mostly with enterprise and mid-enterprise level companies who use the carrier for multi-location, multi-cloud and SaaS platforms. He sees opportunity for MSPs to get directly involved instead of passing these customers off.

“If the customer wants connectivity, MSPs say ‘Go talk to your carrier.’ ‘Well, I need a circuit.’ ‘Go talk to your carrier.’ We're saying don't tell them to go talk to the carrier. You talk to them, and you come talk to us, and we'll be your carrier,” he said. “I think MSPs are starting to recognize that they can't ignore connectivity anymore.”

Keith White

Massive’s channel chief Ken Totura added of MSPs: “They're not really having those conversations now. It’s a fresh conversation, and that can differentiate an MSP. And there are a lot of MSPs out there. The barrier of entry to become an MSP is low — you don't have to build your own network operation center [NOC] to be considered an MSP. You can just go resell somebody else's [networking].”

Massive’s push into the MSP market comes as it also wants to end the notion that connectivity is a commodity. Its message is: think performance, not price.

“With carriers, we're in a race to the bottom. So the connectivity-as-commodity conversation is something we want to change,” White said. “It's not a price factor, it's a performance factor that has to be considered.”

“The commodity mindset has to go. And from an MSP perspective, they can't ignore this. They're in it every day. MSPs don't have to understand the network. They can bring us in, and they can bring our engineering teams in, our go-to-market process with the MSPs is that we're engaged all the way through.”

Massive has been around for more than a decade and is rebranding to focus on private networking and premium internet services. It offers consolidated carrier contracts, high-speed fiber networks and private data streams. It uses AI for anomaly detection and customer service. The goal is to simplify complex networking by providing comprehensive support from sales to engineering.

“Cheaper is not always less expensive,” Totura said. “What is the cost if you're a surgeon doing remote robotic management and your circuit goes down? What if you're doing a board of directors meeting across the globe, and that goes down? So we're bringing the value-add into that, and in doing that, we have a couple of non-negotiables. We're always going to work with the fastest conduit we can, the best conduit. Fiber is the coup de grâce. That's a five-millisecond medium compared to a 40-millisecond coax. So we start with that.”