Interview Knell emphasised that the service is equally accessible to MSSPs


that lack round-the-clock coverage. “Some of our MSSP partners use MDR to fill gaps in their offering. Others use us for heavy liſting behind the scenes. It’s about enabling delivery at scale, regardless of partner type.”


Converting reluctance into investment Despite increased awareness, getting buy-in for MDR, especially among smaller businesses, remains a significant challenge. According to Knell, IT teams typically grasp the risks, but convincing C-level executives and boards oſten requires a clear business case. “Cybersecurity has always been something people have to have,


not want to have,” Knell explained. “We’ve focused on demonstrating the return on investment, whether that’s lower insurance premiums or reduced risk of catastrophic downtime.” One mid-sized client saw cyber insurance premiums fall from £60,000 to £15,000 aſter adopting ESET MDR. “Tey saved money and got comprehensive security. Tat kind of example helps build confidence and urgency.” Knell also encourages partners to explore the cost of inaction:


How long could a manufacturer survive without an online presence? What would a breach mean for business continuity, reputation, or legal exposure? “We tell partners to make it real,” he said. “Everyone thinks


it won’t happen to them, until it does, and that’s when costs can escalate fast.” Cyber insurance continues to drive MDR adoption, especially as


insurers demand greater baseline protections. “Insurers have become more rigorous. Tey expect you to do the basics. And that’s pushing businesses to invest pre-incident rather than post-breach.” Still, Knell estimates that current MDR penetration among UK SMBs


remains below the 50% forecast by Gartner. “We’re seeing growth, but we’re not there yet. Uptake is increasing thanks to insurance, media coverage, and compliance, but there’s still work to do.” Contrary to assumptions, Knell believes ESET’s solutions are


well within reach for microbusinesses. “If someone’s turning over £100,000 a year, our services can still be proportionate to their risk,” he said. “We don’t impose minimum thresholds, we support single- digit user counts.” For MSPs, the onboarding process is designed to be frictionless.


From commercial agreements to portal activation, Knell describes the experience as “click-of-a-button.” Te bigger liſt lies in partner education, which involves helping MSPs explain MDR to their clients and transition them seamlessly from basic protection to managed services.


The dual impact of AI: speed and sophistication AI and machine learning have long powered ESET’s threat detection capabilities. What’s changing now is how AI affects engagement, operations, and the behaviour of threat actors themselves. “AI is scaling and streamlining things on both sides of the fence,”


Knell noted. “It helps us analyse threat data faster, but attackers are also using it to manipulate, deceive and exfiltrate.” From AI-assisted ransomware to deepfake impersonation, the threat landscape is evolving rapidly. Knell cited instances of


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fake video calls where executives appear to authorise fraudulent payments. “It looks and sounds authentic, and that’s scary.” Education remains key, but this pace of change means organisations


need support staying ahead. “You can’t always trust what you see or hear anymore,” Knell said. “Phishing and deception are getting smarter. AI is accelerating everything.” Training is integral to ESET’s engagement model. Partners have


access to standard e-learning platforms, but bespoke sessions are also delivered by cybersecurity consultants for pre-sales support and technical enablement. “Whether online or face-to-face, there’s always an expert


involved,” Knell said. “We don’t expect people to learn complex solutions in isolation. It’s about building confidence and readiness before deployment.” Tat human-first approach has been key to reducing onboarding


friction, especially for MSPs less familiar with selling cybersecurity as a service. Looking ahead, Knell expects familiar threats, particularly


ransomware, to continue dominating headlines. But the emphasis is shiſting from tactics to impact. “Breaches are getting costlier and more stressful,” he said. “Even


large enterprises are turning to third parties for help. For SMBs, the disruption can be existential.” Whether exfiltrating data or locking systems, modern ransomware


hits businesses on multiple fronts. “You used to worry about downtime. Now you’re worrying about leaked data and regulatory fines,” Knell said. “It’s not if, but when, and partners need to help customers truly understand that.” Every organisation that experiences a breach goes on to improve its


cybersecurity posture, he added. “Without exception. So why not do it before the damage?”


A competitive channel proposition To support proactive adoption, ESET has reworked its MDR packaging and pricing. In recent months, the company introduced a single SKU for bundled services, reduced average end-user costs by 34%, and enhanced partner margins by consolidating them at the highest rate. “Our goal is to make selling MDR easier and more profitable,”


Knell said. “From day one, partners know what they’ll earn; there are no hidden shiſts during the sales cycle.” Te channel team has also been restructured to reflect the


diversity of our partners. High-touch support is available to MSPs, strategic resellers, and smaller players with as few as 20 customers. “Cybersecurity isn’t always core to a reseller’s portfolio,” Knell said. “We assign salespeople to help them position and educate.” Ultimately, Knell believes ESET’s differentiator lies in consistency.


“Whether you engage today, next week or next month, you’ll get the same level of service and clear commercial terms. Tat integrity builds trust.” ESET currently supports around 60,000 businesses across the UK,


a footprint that includes many SMBs as well as enterprises lacking in-house cybersecurity expertise. Knell sees that scale as a proof point. “I believe that we have more


UK customers than some competitors have globally,” he said. “Tat trust and reach validate what we’re delivering, not just the tech, but the partnerships that power it.”


July/August 2025 | 13


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