Ahead of Gamma’s FUSION IoT launch in Q1 2025, Steven Lowe, Product Director, Mobile, aims to ensure the channel’s response to IoT market potential tells the same story as the predicted growth stats.
Resellers strategies for building a strong presence in the IoT market need to be crystal clear, well supported by supplier partners and work in tandem with existing modes of operation, according to Lowe. He says success also hinges on a change in mindset and skill sets. “Feedback indicates that many resellers and MSPs view IoT as uncharted territory, perhaps due to perceived complexity or a lack of understanding of IoT’s strategic benefits,” he explained. “However, it’s our job to demystify this space and equip the channel with the tools, resources and simplified solutions they need to confidently go to market. By simplifying the proposition, whether through clear tariff structures, intuitive management platforms or robust partner support, we can help resellers take the first step into this lucrative market.”
Despite the much anticipated and imminent growth potential, the IoT space remains relatively underserved, partly due to limited understandings of what’s involved. Although connectivity, including eSIMs, is a foundational aspect, Lowe says the real value of IoT lies in the use cases it enables, such as smart logistics, predictive maintenance in manufacturing, environmental monitoring and real-time asset tracking. “Many in the channel may see IoT as overly complex or narrowly defined, which can hold them back from pursuing opportunities,” noted Lowe. “That’s why our role in educating the channel is so essential. By breaking down IoT into tangible real world applications and demonstrating its business benefits we can help resellers see the broader picture. The more we can demystify IoT and provide support, the more the channel will be empowered to tap into its potential.”
By combining education with a step-by-step approach, resellers can unlock the true potential of IoT while mitigating any risk
This includes not only connectivity but also the tools and insights IoT provides to drive efficiencies and deliver value to end customers. Gamma aims to make it easier for resellers to ride the IoT wave by developing an ecosystem of partners to support them in creating end-to-end IoT solutions, from front-end consultancy through to software solution and device supply, based on the use case. “Closer collaboration is crucial,” added Lowe. “We need to work with partners to simplify the customer journey and help them validate opportunities more effectively. By focusing on the desired outcomes we can help partners identify the right solutions and use cases to align with these goals. At the same time, we can offer the tools, training and marketing resources needed to build confidence in taking FUSION IoT to market. With this collaborative approach, reseller and MSPs can bridge the gap, overcome hesitation and unlock the untapped potential of IoT in their customer base.”
Removing barriers
These approaches mean that current constraints on realising IoT potential are being overcome, observed Lowe, who is witnessing ‘incremental interest’, particularly as businesses become more digital and data-driven. “Early adopters are already seeing IoT as a way to differentiate product and service offerings and add value,” he stated. “With the current economic outlook, businesses are increasingly turning to IoT to save costs, improve productivity and enhance operational efficiency. IoT allows companies to make smarter use of their resources, automate processes and gain real-time insights that directly impact the bottom line, making it an essential part of their cost saving strategies.”
IoT solutions in the channel today range from asset tracking and environmental monitoring to fleet management, noted Lowe. These solutions typically involve robust, secure connectivity, managed services and data insights. Lowe says resellers and MSPs should think more seriously about nailing their flag to the IoT mast, and elevate IoT as a core portfolio component because it is a natural evolution for them. “Resellers are already experts in network and connectivity solutions,” added Lowe. “Many are dipping their toe into the IoT space with offerings like 4G/5G backup connectivity and fast start solutions that address immediate business needs for reliable, flexible connectivity. Building on these foundations, resellers can expand their portfolio to include more advanced IoT solutions that address broader business challenges.”
Resellers who embrace IoT today can gain a first mover advantage and offer value added services that set them apart, believes Lowe. “By elevating IoT as a core portfolio component, resellers position themselves to support their customers’ digital transformation journeys while unlocking new recurring revenue streams,” he added. “Resellers who have embraced IoT are creating deeper strategic relationships with their customers. They’re able to provide end-to-end solutions, from connectivity and device management to data insights which enables them to move into more consultative roles. This elevates their position as technology partners and drives recurring revenue through managed services.”
Growth market
The market potential for IoT is said to be enormous, with a circa 10 million annual SIM addressable market in the UK alone. Moreover, IoT is a rapidly expanding market with a predicted 134 per cent (Analysis Mason) increase in connected devices over the next five years. “Future growth in IoT will come from industries that rely on real-time data to enhance efficiency and productivity, such as logistics, healthcare, manufacturing and retail,” noted Lowe. “We’re also tracking the shift towards eSIM technology and Over-The-Air (OTA) Network Switching, which ensures devices can seamlessly switch between networks without manual intervention to maintain optimal connectivity regardless of location.
“This capability is critical for global operations with distributed assets and is particularly valuable in verticals like logistics and healthcare that depend on uninterrupted data flow. The integration of AI with IoT is enhancing these capabilities by analysing network performance and usage patterns in real-time, enabling smarter, automated decisions. The combination of eSIM, OTA switching and AI is transforming how businesses manage global operations, ensuring greater reliability, efficiency and scalability.”
According to Lowe, the single most important action that reseller and MSP business leaders can make to successfully gain a competitive advantage in the IoT market is to invest in education and expertise. “Understanding IoT’s full potential beyond simple connectivity enables resellers to deliver comprehensive solutions and position themselves as trusted advisors,” he said. “Starting with small deployments enables resellers to demonstrate tangible benefits to customers and a proof of concept, such as improved efficiency or cost savings. This allows businesses to build confidence, refine their strategies and gradually scale their IoT offerings. By combining education with a step-by-step approach, resellers can unlock the true potential of IoT while mitigating any risk.”