This is part of my continuing rant about the term "Marketing Service Providers." I'm actually ranting about the term "provider" including it's use in "Print Service Provider." Really, we think anyone gives us more credibility for being a PSP versus a Printer? If you ask any of your traditional customers what they consider you, I'd bet dollars to donuts it's not a PSP.
OK, so you're ready to stop being a printer, what do you become? Please reconsider the MSP moniker. First, if you are going to use it, perhaps evolve to a "Media" service provider. There are a few printers who have successfully rebranded themselves as a Media Service Company. Notice, they don't use the

word "Provider." I believe the word "provider" clearly puts you in a supplier box as far as a customer is concerned. I'll argue what a customer really wants is an expert; a partner in helping them be smarter, do things better, help them fly in achieving their own business aims. A provider is someone who does something for you, rather than someone who works with you.
I think some person thought "Provider" might be a good term since most of us have a "health services provider." However, that's what the insurance companies call them. I call them doctors. I also don't think I'm generally getting great service from most of them. It's not a great model to follow.
Finally, if you are looking to evolve into anything, consider the word "communications." Printing is a communications medium. We help people get key messages across to defined target audiences. Traditionally our channel has been print on paper, and print on non-paper. Moving forward, we still fervently believe it's a viable and important medium. However, our goal is help you communicate effectively in any way that makes sense for you, and I'm willing to bet donuts to dollars print is part of the sensible solution.
P.S. And this isn't to suggest you become a "Solutions Provider" either. For more on this topic, see my article "Identity Crisis"in the NAPL Business Review from August 2008.
~ Rhona Bronson