At the second edition of V-Valley's Tech Summit, held in Ávila on May 20-21, Roberto Alonso, Director of Cloud, Software, and Netcom at V-Valley Spain, offered deep insights into the challenges faced by managed service providers (MSPs) in an environment where cybersecurity is no longer an add-on but a non-negotiable requirement. The conversation, covered by DEALERWORLD, touched on artificial intelligence, channel collaboration, and the evolution of the MSP market, but the central message was clear: offering services without a solid security foundation is a risky bet.

AI and Monetization: The Channel Still Seeking Its Path

Regarding whether the channel is ready to monetize AI projects, Alonso noted that some players are more advanced than others. “What is certain is that we are seeing increasing use of the technology,” he stated. He cited joint initiatives with Microsoft, where partners first adopt the technology internally before offering it to their clients. This approach, he explained, fosters greater collaboration among channel players, strengthening the technical ecosystem.

The Tech Summit 2026 brought together the technical side of partners and manufacturers from V-Valley's catalog. “We have always advocated for specialization, especially in this world, which is becoming increasingly complex because everything moves at high speed,” Alonso commented. Events like this allow sharing experiences, “losing the fear,” and advancing business development. Although he acknowledged that competition will always exist, he highlighted that in certain projects collaboration prevails: “Everything moves too fast, and if you don't adapt, you fall behind. Having a trusted partner gives you the necessary push.”

The Challenge of Digital Transformation: Lack of Professionals and Migrations

Digital transformation remains a pending issue for many companies. Alonso differentiated between SaaS, linked to business evolution, and IaaS cloud, where “there is still a lot of work to be done.” He pointed to an “alarming lack of professionals” impacting projects, specialization, and migrations. “In general, there is a shortage of hands in the channel,” he stated.

Regarding virtualization, he anticipated a replacement of solutions, but not as quickly as believed. “If a client has a powerful solution, they must consider the learning and maintenance costs of alternatives.” However, some companies are already making decisions about the support of their current infrastructures, and many choose to start from scratch rather than migrate. “Next year, support for some products ends, and in Spain that is often a sales driver,” he added.

Evolution of the MSP Market: From Transactional Model to Recurring Service

More and more channel players are transforming into MSPs, but the transition is not easy. Alonso recalled that years ago, manufacturers did not take the model seriously due to conflicts of interest or entry barriers. “Now everyone wants a more recurring business, which implies a partner with value that provides service.”

However, offering a service requires specialization and time. “Setting up a service is not up and running; it takes time because the provider has an image, makes a commitment, and sets the SLA. They put everything on the line.” Often, the channel waits until they have clarity before launching, and the barrier is activation, which takes longer than in a normal project. This reflection connects with the need for solid data governance to build digital trust.

Cybersecurity as a Continuous Service: The New Perimeter is Identity

Cybersecurity is no longer a one-off complement. “Ransomware has taken its toll,” Alonso stated. “There is no longer a perimeter: people's identity is critical.” Alongside security, he highlighted the importance of contingency, backup, and disaster recovery. “Now we see a lot of growth in backup or Office 365 availability. Two years ago, it wasn't seen. Security components are growing, but as a service, not as something one-off.”

This paradigm shift requires MSPs to integrate security from the design phase, not as an add-on. In a context where AI agents present new vulnerabilities and the combination of factors can corrupt AI agent workflows, total security becomes the fundamental pillar before offering any service.

Implications for the Channel: Collaboration and Specialization as Keys

Alonso's message resonates strongly in a market where the speed of technological change demands strategic alliances. Collaboration among channel players, specialization in AI and cybersecurity, and a commitment to recurring service models are the ways to face current challenges. As seen in other areas, adoption strategies like Anthropic's or advanced home automation in offices show that technology advances quickly, and the channel must be prepared.

For IT professionals, the conclusion is clear: being an MSP requires total security before offering services. It is not just about selling technology, but about ensuring the client's business continuity in a hostile environment. The transformation towards a managed services model with integrated cybersecurity is not an option; it is a necessity.

Original source: ComputerWorld. Analysis and adaptation by ForgeNEX.