MSP Global 2026PortAventura

The conversations

1. 7:53

   Conversation 1

   in conversation with gaidar magdanurov

   Gaidar Magdanurov of Acronis sees MSPs being squeezed: customers want to pay less, everything is getting more expensive and AI is increasing the competition. His advice: talk about the value you deliver instead of hours and tickets, offer differentiated services instead of lower prices, and do not delay automation and AI.

   On the table

   • What are the biggest challenges for MSPs?
   • How do you get out of the pricing conversation?
   • How hard is that shift for MSPs?
   • What will be the biggest trend heading into 2027?
   • How does Acronis support its partners?
   • What is your key tip?

   Watch the conversation
2. 4:07

   Conversation 2

   in conversation with niels post

   Niels Post is an independent marketing adviser with his company IT Marketeer. He sees security as a lasting hot topic, and AI that often gets stuck in the pilot phase at MSP customers because of governance and security. On Microsoft Foundry alongside Copilot, and why an MSP has to tell its story in a way that makes customers trust it.

   On the table

   • What brings you here, and what have you learned so far?
   • What is your role in the industry?
   • Which trends do you see?
   • Do you see MSPs moving beyond Microsoft Copilot too?
   • Where will we be next year?

   Watch the conversation
3. 3:36

   Conversation 3

   in conversation with paul siemes

   Paul Siemes of Copaco is at MSP Global for the third time. On Acronis, which went from backup vendor to security vendor with RMM, PSA, security awareness and protection for generative AI, and on Copaco Cloud, the marketplace where MSPs in the Netherlands have bought their software since 2011. And why the end customer keeps leaning on its MSP.

   On the table

   • What brings you here?
   • What does Acronis do these days besides backup?
   • What is Copaco Cloud?
   • Can the MSP's customer log in as well?
   • Are you here to learn something too?

   Watch the conversation
4. 5:00

   Conversation 4

   in conversation with vladimer nersesov

   Vladimer Nersesov has run an MSP in Georgia for 23 years, with seven to eight employees and around 70 SMB clients. It is his first conference in Europe. On what he learned from experienced MSPs, why person-to-person contact is still the most valuable thing, and his biggest challenge now that the business is growing: systems and standardisation.

   On the table

   • What can you tell us about yourself?
   • What did you learn here?
   • Do you have a specialty?
   • What is your biggest challenge?
   • How do you approach standardisation?

   Watch the conversation
5. 3:55

   Conversation 5

   in conversation with patrick rutterkamp

   Patrick Rutterkamp has worked at N-able for ten years. Above all he sees consolidation: the five largest groups in the Netherlands made some 240 acquisitions in three years. N-able brings MSP executives together at round tables, grouped by revenue. On AI and home-built tools, the road from break-fix to MDR, and which topics belong at the table in 2027.

   On the table

   • What struck you most today?
   • What do you see happening in the MSP market?
   • How does N-able support MSPs in that?
   • What is the biggest challenge for MSPs right now?
   • What were the biggest changes in ten years?
   • Which topics should be at the table in 2027?

   Watch the conversation
6. 4:35

   Conversation 6

   in conversation with lodi hensen

   Lodi Hensen of Eye Security on 24/7 detection and response, with integrated insurance for the residual risk. Most of it runs through MSPs: more than a hundred in the Netherlands, around 1,200 end customers in six years, also in Germany and soon the Nordics. On NIS2, director liability and why MSPs increasingly outsource security.

   On the table

   • What do you do?
   • Is it sold through MSPs?
   • How many MSPs do you work with in the Netherlands?
   • Where can MSPs find you?
   • What is in it for the MSP?

   Watch the conversation
7. 5:09

   Conversation 7

   in conversation with mohammad moghtader

   Mohammad Moghtader sat at a round table that morning with MSPs from America, Asia and New Zealand. On AI and the question of who is accountable when it makes a mistake. At his company, agents work alongside the team as virtual colleagues, with regular spot checks. The next step: hosting language models in-house on light hardware, with a student from TU Eindhoven.

   On the table

   • What struck you most?
   • Who is accountable when AI makes a mistake?
   • How do you use AI internally?
   • What is the next step with AI?

   Watch the conversation
8. 3:02

   Conversation 8

   in conversation with dwayne golden

   Dwayne Golden is VP of revenue expansion for Europe at Kaseya, mostly in DACH and the Nordics. His question to MSPs: how do you stand out when everyone is talking about AI? On Kaseya as an AI-native platform and automated ticketing, and his advice: specialise by industry and sell like a doctor, asking questions before you prescribe.

   On the table

   • What are you doing here?
   • What message do you have for MSPs?
   • What are MSPs doing with AI for their end customers?
   • Should MSPs become more of a consultant?

   Watch the conversation
9. 7:31

   Conversation 9

   in conversation with mitch dubbeling

   Mitch Dubbeling ran his own MSP for ten years and spent five years on the leadership team of Your.Cloud. Now he is here with TenantVault, an evidence layer for MSPs, and with Ekkie.ai, the AI layer on top of the ITSM system that he says resolves 92 percent of tickets on its own. On security, the AI dividend and why clients want predictable costs.

   On the table

   • What are you doing here?
   • What is an evidence layer for MSPs?
   • What is Ekkie?
   • How do you keep that secure?
   • Who will pay for AI in the end?

   Watch the conversation
10. 4:17

    Conversation 10

    in conversation with james dunn

    James Dunn of ControlUp on digital employee experience: an agent that shows IT teams and MSPs in real time where users run into trouble, from crashes to long log-on times, with automated remediation. The goal: lower cost to serve and more revenue for the MSP. ControlUp is American, has around 3,500 customers and does more than 90 percent through the channel.

    On the table

    • What does ControlUp do?
    • Does it use an agent?
    • How many customers do you have?
    • Do you work only through the channel?

    Watch the conversation
11. 3:35

    Conversation 11

    in conversation with jack cooke

    Jack Cooke of Inforcer is at MSP Global for the fourth time and calls it one of the most international events for MSPs. Inforcer simplifies multi-tenant management and security of Microsoft 365 for MSPs, and was one of the founding members of Intune for MSPs. On why Microsoft needs partners that work only with MSPs.

    On the table

    • Why are you here?
    • What does Inforcer do?
    • Won't Microsoft build this itself?
    • What is on your stand?

    Watch the conversation