Reflections from the MSP Show & SITS (The Service Desk & IT Support Show)
It’s been a very long time since I managed to get out to an industry event – in fact, it almost never happens. I’m usually chained and shackled to a desk. However, last week, I signed up to attend the Managed Service Provider (MSP) Show and SITS, the Service Desk & IT Support Show.
From packed exhibition halls to familiar faces from decades past, the events offered a useful reminder that while technology evolves, many of the core challenges and opportunities remain the same.
IT Management Is Still Front and Centre
Firstly, one of my biggest takeaways was that IT management, endpoint management, and service management remain as important as ever. I know these were the central themes of the shows, but I still wasn’t expecting the sheer number of exhibitors and stands dedicated to these areas.
The turnout itself reinforced something pretty important: despite economic pressures, inflation, wars, and rising fuel prices (etc., etc., etc.), businesses continue to invest heavily in improving IT operations, support, and service delivery.
It was also especially good to reconnect with familiar faces from across the industry. A particular highlight was catching up with Mark McGinn from the MarXtar Group – more than 20 years since we last spoke. Mark led one of my earliest clients (the fourth or fifth client won at my former agency, if I recall correctly).
Technology for Good: Every Child Online
One of the favourite conversations I had was with Every Child Online, a brilliant organisation helping tackle digital exclusion by recycling laptops and desktop devices for school children and families in need.
Their model is really simple and practical. Working alongside major UK businesses, MSPs, exhibitions, venues, and enterprise partners, they securely collect, wipe, refurbish, and redistribute surplus technology to children, young adults, and families who might otherwise struggle to access digital tools.
To date, they’ve refurbished and redistributed more than 50,000 devices across communities in the UK – an impressive achievement and a reminder that our industry can have a meaningful social impact beyond commercial outcomes.
Media Still Matters at Industry Events
Another unexpected highlight was bumping into James Goulding from Business Info– the first journalist I ever sent a story to some 25 years ago. Thankfully for me, he published it.
He certainly wasn’t the only media contact in attendance either. The show was well represented from a media perspective, which serves as a useful reminder for anyone attending industry events in the future: journalists do attend, but preparation matters.
If media coverage is part of your objectives, it makes sense to get meetings booked and conversations scheduled ahead of time. One thing I’d personally avoid, however, is making major announcements during busy exhibitions. Important news can easily get lost in the surrounding noise.
The Importance of a Consistent Story
I also listened to an excellent presentation from Melanie Unwin at Mogrify, who delivered a compelling argument for why marketing works best when everyone in the business tells the same story.
It sounds simple, but it’s often overlooked. Consistency across leadership, sales, customer success, and marketing creates clarity, and clarity builds trust.
And Finally… Better Stand Attractions
No trade show reflection would be complete without mentioning the stand attractions, and there was definitely an upgrade this year.
Sometimes the best conversations start because someone stops to admire a robot!
