With fibre connectivity becoming an increasingly crowded marketplace, connectivity providers must find a way to differentiate. One hidden weapon in every reseller’s arsenal should be Value Added Services.
This is critical as connectivity alone is becoming commoditised, meaning growth is largely coming from what resellers can wrap around it. The industry is rapidly facing:
- Price pressure on access-only connectivity
- Shrinking differentiation from similar speeds and SLAs
This signals an urgent message: Value Added Services (VAS) are a commercial strategy decision, not an optional add-on.
Why “more connections” isn’t the same as “more value”
It’s no secret that the market is volatile, with high interest rates and low customer uptake dominating headlines. For this reason alone, it’s essential for channel partners to reframe growth. Value per connection should be a priority, and that comes from:
- Maximising life-time value
- Customer retention
But how is this done? Making connectivity solutions fit for performance is the key. Alone, business connectivity is powerful. With Value Added Services on top, connectivity becomes a strategic enabler. And with businesses contending with increasing economic uncertainty, this service-led proposition is essential. With VAS, business customers can rely on the resilience, support, security and performance pillars that allow them to use business applications from the cloud with peace-of-mind. That’s what stands out to a business customer.
From Access To Outcomes: What Customers Actually Buy
When it comes to business customers, there are four distinct pillars essential to their success.
Resilience
Businesses run 24/7 across international borders. This, paired with the on-demand generation means these organisations expect zero disruption. It’s understandable however, with businesses losing thousands every year when customer service platforms fail and employee productivity drops. In the manufacturing sector alone, the UK and EU expected to lose c. £80bn due to downtime in 2025. In short, in today’s digital generation, if connectivity goes offline – revenue generating platforms do too. ITS’s Value Added Services resilience suite addresses this with two distinct products:
- Broadband Backup: Automatic failover solution via FTTP or SoGEA backup
- 4G Mobile Backup: Business-grade 4G using multi-network SIMs for maximum coverage
For partners, it provides a peace-of-mind solution that no matter what, their customer stays connected, and the reputations of both the service provider and the business remain intact.
Support
Another feature important to businesses is having the support and expertise available in the event of a fault. Reassurance that expert help is on hand when they need it the most is currency. That’s why ITS offers Enhanced Business Care. That 24/7/365 support and faster fix times for business-critical services means they can operate their business-critical services with confidence.
Security
Cybercrime has opened up new threats to UK enterprise. As many as 10% of companies have said they wouldn’t survive a cyber-attack of significant scale – signalling serious confidence issues across business. Creaky crisis planning, staff vulnerability to scams and bad cyber security habits have been cited as the biggest risk to security continuity in business – giving service providers incredible opportunity to wrap security services around connectivity. ITS SecureEdge addresses the pressing evolution of DDoS threats, given the 358% year-on-year increase in attack volume. Some attacks lasted up to 78 minutes in 2025 – denying customers from interacting with businesses on digital platforms and thus hurting revenue.
ITS SecureEdge is built to keep up, using real-time advanced machine-learning attack mitigation at the network edge to stop attacks getting to customers. Accessible to all businesses, it’s enterprise-grade protection democratised.
Performance
As UK businesses evolves in shape and geography, performance-focused solutions are essential for keeping up with business-critical applications as they grow in volume and demand. ITS’s performance-focused VAS solutions prioritise business critical traffic. This includes:
- Fixed IP Addresses: Reliable, static access for hosted applications and VPNs – built exclusively for business.
- Upstream Voice Prioritisation: Managing bandwidth to guarantee call quality and clarity – essential in the All-IP age.
That’s catering to demand and quality-driven customers in one.
The Commercial Upside: Why VAS Changes The Economics
The market has never been more competitive, and retention is a continual concern to most service providers, given more competitive pricing and contract buy outs. That’s why attaching Value Added Services to headline products is integral. It rolls the benefits of higher average deal value, additional recurring revenue, and lower churn through dependability and predictability into one.
It’s not about adding deal sweeteners, it’s about improving margins when it couldn’t be more critical. It provides differentiation that scales, meaning service providers can offer services beyond just access, moving from simple bolt-ons to integrated service layers that move providers from supplier to business partners.
Turning Connectivity Into A Growth Platform
The question is no longer about if the customer needs more than headline speeds, it’s when. Value Added Services allow wholesale partners to unlock proactive growth, utilising existing opportunities within the current customer base to maximise revenue and keep customers with them – for life.
Wholesale partners have a golden opportunity to differentiate in the market by packaging up connectivity with Value Added Services from ITS. To find out more on what VAS unlocks for ITS partners, you can access your very own VAS playbook here.
To speak to a member of the team about ITS connectivity solutions, reach out to us here.
