Talking the Language of Value: How CSPs Win in Enterprise IoT
- andrewpw64
- Oct 20
- 3 min read
Every IoT CSP wants to be seen at the cutting edge of technology: eSIM, SGP.32, etc. So everyone offers white papers, webinars, and briefings. Of course these build important credentials, but they don't win deals on their own.
Today's most successful CSPs in the enterprise IoT market have learned a fundamental truth: enterprises don't just buy technology or connectivity; they buy solutions that drive business outcomes.
Why Focusing on Business Outcomes Matters in Enterprise IoT
Research by TecFutures reveals a persistent disconnect between what CSPs talk about and what enterprises actually want to hear. While CSPs traditionally lead conversations with coverage maps, latency figures, and network specifications, enterprises are focused on digital transformation, operational efficiency, and return on investment.
This language barrier is costing deals and limiting market growth. This doesn’t mean ignoring the technology, but conversations need to be about how IoT can improve enterprise business and drive bottom line numbers.
Case Study: How SGP.32 Empowers Enterprise IoT Solutions
SGP.32 is a good example of where technology is presented ahead of the benefits. A trawl of recent examples of webinars and conference presentations show a focus on the technology with titles including:
Virtual Briefing – The rise of the eSIM Orchestrator in an SGP.32 world
Webinar: Your Guide to the New SGP.32 Standard
SGP.32 Explained: Next-Gen SIM Standard for IoT connectivity
CSPs can better convey the benefits of SGP.32 by shifting the focus from the technical specification to the quantifiable business outcomes it enables for enterprises deploying IoT. After all, enterprises are more motivated to deploy where it benefits their business.
The Way Forward: From Connectivity Providers to Partnerships with Customers
The most successful CSPs have fundamentally shifted their approach from being connectivity vendors to becoming trusted business partners.
Progressive CSPs have abandoned traditional small/medium/large enterprise segmentation in favour of use-case-based approaches. Vodafone, for instance, segments customers not by company size but by what they use connectivity for when delivering connectivity.
This approach allows CSPs to develop specialized expertise in specific verticals and speak the language of each industry more effectively through clear business success stories.
Reframing the Conversation: Moving from Technology to Business Results in IoT
The transition we’re seeing today is that leading CSPs are moving beyond a technology discussion and instead framing IoT in the language of business value. They’re not selling connectivity; they’re selling business outcomes like:
Predictive maintenance that reduces downtime and extends asset lifecycles.
Smart logistics that optimize fleet performance and cut fuel costs.
Connected healthcare that improves patient outcomes while lowering operational expenses.
Sustainability initiatives that track and reduce carbon emissions.
By anchoring IoT conversations in KPIs that matter to the C-suite—ROI, efficiency ratios, safety scores, and sustainability benchmarks - CSPs are not only building stronger trust with enterprise clients but also opening the door to broader, higher-value collaborations in digital transformation. The winners in enterprise IoT won’t be those who can explain the tech in the most detail, but those who can connect it directly to business goals.
The Customer Communication Transformation
The shift from technology-focused to business-focused communication requires changes throughout the CSP organization:
Sales Approach: Send business development professionals who understand enterprise challenges, not just technical specialists who know network specifications.
Marketing Materials: Replace technical datasheets with business case studies and ROI calculators that speak to enterprise decision-makers.
Solutions Design: Start with business outcomes and work backward to technical requirements, rather than leading with technical capabilities.
A CSP Revenue Growth Framework
Research by TecFutures with leading IoT CSPs reveals six critical strategies for commercial success, thereby moving the conversation from technologies to enterprise advantages:
Lead with Business Benefits
Embrace True Partnership
Focus on Quality Over Cost
Offer Flexible, Scalable Solutions
Customer Communication Transformation
Understand Operational Risk
Read more on our revenue growth roadmaps in our new 60+pp IoT Strategy Report.
