Resellers and MSPs often market and sell cellular IoT connectivity like it’s any other connectivity service.
Understandable. Leaning on a long rundown of technical specs can feel like the most tangible way to differentiate, and features like network speed, coverage, or SIM type are straightforward to explain and compare.
But it’s a common trap (especially for a technically-minded industry) that turns cellular IoT into just another commodity instead of a strategic solution that’s as versatile as the applications it powers.
This is where the most successful resellers and MSPs set themselves apart.
Instead of pitching cellular IoT as a one-size-fits-all solution, they position it as a tailored answer to their customers’ most pressing challenges. They focus on real-world use cases, match their messaging to business priorities, and speak directly to the decision-makers who matter.
Want to really set yourself apart? Start by aligning your cellular IoT product marketing strategies with one of these customer scenarios:
The opportunity: Many businesses still rely on aging networks that can’t keep up with modern IoT demands. Cellular IoT provides a seamless upgrade path, strengthening solution performance without major infrastructure changes.
Example project: Migrating from 3G to 4G for better speeds, or upgrading to multi-network SIMs for better coverage and resilience.
Who cares? IT Directors and Network Managers looking to improve existing system performance and reliability.
Positioning tip: Don’t just pitch an upgrade. Offer IoT connectivity upgrade assessments to identify legacy networks that are holding customers back. Present cellular IoT as a low-friction, high-impact solution.
The opportunity: Wired infrastructure limits scalability, reliability, and deployment speed. Cellular IoT offers faster rollouts and greater flexibility.
Example project: Replacing PSTN lines with cellular solutions for smooth, future-proof connectivity.
Who cares? CTOs and Digital Transformation leaders looking to modernise their infrastructure.
Positioning tip: Position cellular IoT as the key to digital transformation, replacing outdated infrastructure and providing scalable, flexible connectivity that adapts to future business needs.
The opportunity: Standard connectivity often fails in remote or device-heavy environments. Cellular IoT bridges these gaps, delivering reliable, global coverage.
Example project: Providing global IoT connectivity for worldwide roaming fleets.
Who cares? Operations Managers and Logistics Leaders managing connectivity in challenging environments where traditional connectivity doesn’t work.
Positioning tip: Zero in on the real connectivity challenges that keep logistics and operations leaders up at night — like losing track of valuable assets in remote locations. Position cellular IoT as the reliable, always-on solution they need.
The opportunity: Businesses don’t just want the newest technology, they want ROI. Cellular IoT enables smarter data resource usage, reduces maintenance costs, and scales cost-effectively.
Example project: Using data pooling across multiple sites or enabling remote management to cut on-site visits.
Who cares? CFOs and Finance Directors looking to optimise costs.
Positioning tip: When targeting finance stakeholders, lead with operational efficiencies and cost control. Position your cellular IoT product as a money-saving strategy, not just a technology investment.
The opportunity: For forward-thinking businesses, cellular IoT isn’t just about optimisation, it’s about creating new possibilities.
Example project: Deploying IoT-enabled solutions like predictive maintenance sensors or air quality monitors.
Who cares? Product teams, R&D, and business innovators seeking a competitive edge.
Positioning tip: Market cellular IoT as a platform for innovation. Highlight how it enables new business models and underpins the success of IoT-driven services that differentiate your customers in their markets.
The opportunity: Wired broadband outages and long waits for ethernet installations disrupt business and hit revenue. Cellular IoT is quick to deploy and keeps operations running smoothly with on-demand backup connectivity.
Example project: Using cellular backup to keep businesses running smoothly if primary wired networks go down.
Who cares? IT leaders and Business Continuity Managers responsible for minimising downtime.
Positioning tip: Don’t market cellular IoT as a replacement for wired connections. Frame it as a critical resilience layer for always-on connectivity and reduced risk.
Don’t miss out on the huge potential of cellular IoT to reshape how your customers operate, innovate, and compete.
Successful MSPs and resellers don’t just sell cellular IoT, they position it strategically to different stakeholders, turning it from a passive utility into a tool for transformation. And it all starts with how they translate technical capabilities into meaningful business value.
Here’s how to market cellular IoT connectivity like these industry leaders, shifting the way you talk about it in your marketing messaging and sales conversations:
✔ For IT teams: Upgrade legacy networks for better solution performance.
✔ For CTOs & Operations: Modernise infrastructure with scalable connectivity.
✔ For Logistics & remote teams: Solve connectivity challenges in complex environments.
✔ For Finance teams: Optimise costs and improve efficiency.
✔ For Innovators: Pioneer new use cases and business models.
✔ For IT & business continuity: Complement wired connections with cellular resilience.
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