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How to deliver cellular IoT: Three simple strategies for MSPs

Banner image showing how to deliver cellular IoT: Three simple strategies for MSPs

Most businesses are closer to IoT than they think.

As an MSP or telecom reseller, you’re already delivering services across networks and sites. And your customers already depend on connectivity for day-to-day operations.

IoT brings the same need — connectivity — to new devices, locations, and outcomes.

And those “other ends” are multiplying fast: signage, sensors, alarms, tracking systems, temporary sites, mobile infrastructure — the list keeps growing.

In fact, predictions project that the number of connected devices will almost double, growing from 16 billion in 2023 to 32 billion by 2030.

The demand for IoT connectivity is here. But the fixed-line options you’re used to selling aren’t built for it. And the legacy networks that are powering some IoT deployments — like PSTN and 2G — are disappearing fast.

That’s where cellular IoT comes in.

The good news: it's simpler than it looks

Most deployments come down to just three delivery models:

  • A SIM
  • A SIM in a router
  • A SIM and device as part of a managed service

That simplicity doesn’t shrink the opportunity — it scales it.

With the core toolkit above, you can solve dozens of customer challenges. The key is knowing how to frame the offer.

In this guide, weʼll walk through:

  • The three core delivery strategies
  • How to match them to real customer scenarios
  • What to listen for sales conversation

How to deliver cellular IoT using one toolkit and three core strategies

There are only three ways you’ll actually deliver cellular IoT:

1. SIM only — for devices with built-in cellular capability
2. SIM + router — for site-level connectivity
3. SIM + device + service — for full managed offerings

That’s it. Everything else is context.

The real skill lies in spotting when different problems point to the same solution.

Let’s walk through each strategy.

Strategy 1: SIM only

"Enhancing existing devices with better connectivity"

This is your lowest-barrier entry into IoT.

The customer already has the hardware — it’s just not well connected. They’re likely not getting the reliability, security, or control they need.

What to listen for:

  • “We’re using consumer SIMs.”
  • “Wi-Fi keeps dropping out.”
  • “The device keeps going offline.”
  • “We can’t see our data usage.”
  • “We have to keep sending people to site to troubleshoot.”
  • “We think we’re paying too much for our data.”
  • “The device is remote / mobile / underground.”

Common use cases:

  • Security cameras
  • Point of sale systems
  • Digital signage
  • Remote sensors
  • Monitoring equipment
  • Any device with a SIM slot or eSIM support

What to sell:

  • Managed multi-network or single-network SIMs
  • eSIM services
  • Across 4G / 5G / LPWAN

Why it works:

You’re improving performance without requiring a full rip-and-replace from the customer.

It’s easy to trial, quick to scale, and creates recurring revenue with low support overhead.

Strategy 2: SIM + router

"Connect a site — fast"

Here, the customer isn’t thinking about individual devices. They just need their operations online — reliably and now.

They might be:

  • Opening a new location
  • Waiting on fibre
  • Moving offices
  • Tired of outages
  • Replacing legacy wired connectivity
  • Looking for a failover solution

In all cases, the offer is simple:

  • A pre-configured router
  • A SIM card (multi or single-network)
  • A live site in hours

Common use cases:

  • Retailers needing point-of-sale uptime
  • Construction firms on temporary sites
  • Branch offices mid-installation
  • Healthcare or education sites with continuity needs

Why it works:

You reduce downtime and deployment lag. The customer sees immediate value — and you turn urgent needs into long-term contracts.

Strategy 3: SIM + device + managed service

"Bundle into a managed service"

This is where connectivity stops being the headline and becomes the enabler of something bigger.

The customer doesn’t want a SIM. They want:

  • A connected camera feed
  • A GPS dashboard
  • A remote monitoring system

They want a whole solution — one that just works.

What you're really selling:

  • The outcome: security, visibility, automation
  • The experience: no setup, no vendor juggling
  • The model: one provider, one bill, one support path

Common use cases:

  • Managed CCTV with SIM-enabled cameras
  • Connected vending or signage with remote content updates
  • Vehicle tracking with built-in connectivity and platform access

Why it works:

You’re creating stickiness and higher margins by embedding connectivity into a larger offer.

The customer gets simplicity. You keep control of the stack. And the solution becomes harder to turn off — literally.

How one cellular connectivity toolkit solves multiple customer triggers:

How to deliver cellular IoT - Customer trigger table

The goal here isn’t to pitch a product.

It’s to guide your customer toward a simpler, purpose-fit way to connect sites and devices — one that only cellular IoT can deliver.

Why MSPs and resellers are built for cellular IoT connectivity

You already manage networks, devices, and services. You already have the customer relationships. You know what good delivery and support look like.

Cellular IoT is a natural extension of that model — a simple way to add more value, without more complexity.

And unlike big MNOs, you can:

Offer multi-network SIMs for better coverage and uptime:

Commercial, regulatory, and technical barriers usually keep MNOs locked out of this.

Deliver fully managed solutions, not just raw data plans:

Device setup, integration, and monitoring are often left to the customer when dealing with an MNO.

Own the end-to-end experience for your customers:

MNOs canʼt provide the level of service and attention needed to make IoT accessible for clients without in-house expertise.

Where to start

Start small.

Try a SIM upgrade for a single customer.
Or offer 4G backup to a site that can’t afford downtime.

See how it lands. Build a playbook. Repeat.

The best part? You don’t need a full IoT team.

You just need:

  • One customer with a clear pain point
  • One cellular partner to support you

With Pangea, you get access to global agreements, a single-pane-of-glass management platform, and solution design support.

We’ll help with SIM trials, hardware selection, and go-to-market planning — so you can stay focused on your customer.

Got an idea for a cellular IoT connectivity solution for a customer but don’t know where to start?

Send our team a message and we'll help you build the perfect solution.
Dan Cunliffe
Dan Cunliffe
Managing Director
& Co-Founder