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Given the history of ConnectWise, a product that grew out of the company's roots as a managed services provider, it is no surprise the vendor showcased a similar success story, that of ARRC Technology and its channel product offering, CharTec, at the partner summit in Orlando.

In a full-to-capacity breakout session, president of ARRC, Alex Rogers, explained his IT company's success trajectory. (To read that success story, read my story on this Channel Innovator) ARRC used Hardware as a Service (HAAS) and then layered on managed services to evolve from a small IT outsourcing company into a highly successful managed service business now offering its HAAS product (CharTec) to partners through its newly launched channel.

Rogers had the room laughing as he talked about the worn language so many IT providers use to sell their services: proactive rather than reactive, competitive prices, great service, yada yada. His challenge to the group was to create a business offering that was truly different. How? He suggested creating so much value, the customer just can't say no. "We don't get picky, we don't offer options, we bundle it all together," explains Rogers, who suggests that whatever a small MSP can't handle on their own, they outsource.

Now, I won't go into the CharTec product, you can check that out yourself. But I will share what ARRC includes in its "value package" – when you sign a three- year agreement with the MSP, you get upgraded network components as needed to keep your network stable (that's the HAAS option), plus a laundry list of services — all for one price.

While some of Roger's suggestions are obvious (parts and labor, patch management, antivirus/spyware, ongoing maintenance, help desk), others are more esoteric. For example, Rogers recommends MSPs offer vendor management (you call the phone guy rather than your client, that allows you to control their access to the network), remote log in, in particular management for BlackBerrys and iPhones (he recommends LogMeIn Rescue Mobile), and proof of concept lab testing. In addition, Rogers says to handle your customers' websites, everything from hosting to web stats to lead generation. Other recommendations are keeping loaner equipment on hand so if you have a client who needs to borrow a laptop for a quick road trip, you have one. Also, consider giving your customers access to your conference room and showcase your video conferencing skills as well as providing them an offsite place to meet, an alluring option to those businesses concerned with business intelligence.

The list of potential value-adds was long, and Rogers says that when VARs start to augment that managed services offering with HAAS … servers, switches, routers, software, hardware … they can present a whole new kind of solution. Not only does it lessen the stress on your managed services company by eliminating shaky networks, it ties you to your clients in a nearly unbreakable way. Lastly, any questions about cost can be combated by pointing out that the HAAS solution turns their network improvements into operating costs vs. capital expenses, allowing for tax write offs. All in all, a pretty compelling argument for taking your managed services offering in a new direction.