The Wholesaler as a Trust Anchor in the Era of Liquid Cybersecurity

Cybersecurity is no longer a siloed compartment within organizations. It is no longer enough to install a firewall and forget about it. The traditional perimeter has dissolved, and with it, the certainties that sustained digital protection for years. This is how Martín Trullás, Director of Advanced Solutions at Ingram Micro Spain, diagnoses the situation in a revealing conversation about the new role of the wholesaler in an increasingly complex ecosystem.

From Product to Platform: The New Paradigm

Trullás sums it up clearly: “Before, you sold a firewall or an endpoint. Now, you need a solution that covers all angles.” The market no longer demands point solutions, but comprehensive coverage. Manufacturers have responded with platforms that integrate multiple capabilities: endpoint protection, identity management, or SASE architectures. And the consumption model has also mutated: “We are moving from selling solutions to selling services,” he states. Services like MDR or managed security have become the core of the value proposition.

AI: A Double-Edged Sword

Artificial intelligence accelerates both offensive capabilities and the need for more advanced defenses. “AI is an advantage for attackers, but also for manufacturers,” explains Trullás. Attacks are no longer massive; they are targeted, personalized, designed for specific individuals. In this scenario, identity becomes the new perimeter. “The user is the most critical point. The more exposed they are, the more vulnerable they are,” he warns.

Two Speeds and the Role of the Wholesaler

Trullás describes a two-speed market: attackers evolve quickly, while defenders run after them. “Companies spend all day patching,” he laments. Here, the wholesaler ceases to be a mere logistics intermediary and becomes a technology enabler. “We are aggregators of solutions, enablers of services, and we accompany the partner throughout the entire cycle,” he details. Value is no longer just in the catalog, but in execution capability.

Talent: The Ecosystem's Breeding Ground

The shortage of specialized talent is a global challenge. Ingram Micro addresses it by training professionals who, over time, end up at manufacturers or other players. Trullás compares it to soccer: “We are an academy where we train and educate. When someone has been through the wholesaler, they understand much better how we work.” This flow improves collaboration and strengthens the ecosystem.

Regulation and Automation

Regulations like DORA or NIS are driving the adoption of advanced solutions. The financial sector leads, but others move more slowly. Automation is key to scaling. “Without automation, it is impossible to scale,” says Trullás. Platforms allow service providers to multiply their capacity and improve efficiency. In this sense, the implementation of Generative AI in workflows is emerging as a strategic lever.

Peace of Mind as a Value Proposition

Trullás's final message is clear: “The wholesaler is there to offer peace of mind to the partner and the end customer.” This peace of mind is based on three pillars: technology, services, and accompaniment. In an environment where new architectures, regulation, talent shortages, and advanced threats converge, the wholesaler consolidates as a strategic partner. “If you generate trust, the partner doesn't look elsewhere,” he concludes.

For IT professionals, this analysis reinforces the need to bet on integrated platforms and managed services. Vendor neutrality and adaptability are more important than ever. As Trullás points out, trust is the most valuable asset in a liquid market.

Original source: ComputerWorld. Analysis and adaptation by ForgeNEX.