In 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 a deep insight into the evolution of the IT channel, the rise of managed service providers (MSPs), and the growing importance of cybersecurity as a continuous service. In an environment where artificial intelligence (AI) and digital transformation set the pace, Alonso emphasized that success no longer depends solely on technology, but on the ability to collaborate, specialize, and above all, guarantee security before offering any service.

The channel facing AI: collaboration versus the speed of change

Regarding whether the channel is ready to monetize AI or service-based projects, Alonso noted that some figures are more advanced than others, and many are still entering the business. "What is certain is that we are seeing increasing use of technology," he stated. He cited joint initiatives with Microsoft on end customers who are also partners: "It makes perfect sense, as they need to know how to work with these technologies, how they are adopted within their company, and then extrapolate them to their clients."

This dynamic is generating greater collaboration among channel figures, a phenomenon that V-Valley actively fosters. "We are seeing greater collaboration between figures, which is something that also promotes ecosystem development," he explained. In a world where technology advances rapidly, specialization becomes crucial. Events like Tech Summit 2026 bring together the technical side of partners and manufacturers, creating a space to share experiences and reduce the fear of innovation. As Alonso noted: "We have always advocated for specialization, and even more so in this world, it is increasingly complicated because everything moves very fast. Environments like this allow you to share how one figure is evolving in AI with another, which is a way to overcome fear and advance business development."

Although competition among channel figures will always exist, Alonso observes that in certain businesses, collaboration is sought because "it is easier to develop the work. There is a feeling that everything is moving too fast and that if you don't adapt, you get left behind. So you realize that what works is having the support of a trusted partner to get that necessary push."

The challenge of digital transformation: beyond SaaS

Digital transformation remains a challenge for many companies, even after three years of intense discussion. Alonso separates two dimensions: "SaaS, which is more about business evolution, seeing how companies' digital transformation continues," and the Cloud and IaaS part, where "there is still a lot of work to be done." In his opinion, "there is an alarming lack of professionals, and it is noticeable immediately when undertaking projects, maintaining specialization, performing migrations, and so on. In general, there is a shortage of hands in the channel."

Regarding virtualization, Alonso acknowledges movement, especially among manufacturers in the market. "I think there will be a replacement, but it will never be as fast as believed, because if a client has a powerful solution, they must consider costs such as learning to use alternatives, maintenance, etc." Some companies are already making decisions about the support and viability of their current infrastructures, and many choose to start from scratch rather than migrate. "All this without forgetting that support for some products ends next year. And you know that in Spain, when that date arrives, this circumstance is often a sales and movement driver," he added.

Evolution of the MSP market: from resistance to recurrence

More and more channel figures are transforming into MSPs, although the transition is not easy. "At V-Valley, we have been working with the MSP model for many years, so we have a very defined focus on this figure," Alonso explained. He recalled that a few years ago, manufacturers themselves did not take the model seriously due to conflicts of interest, price mismatches, or entry barriers. "Now, when you look at manufacturers' strategies, you realize that everyone wants a more recurring business, which implies a partner with value that provides service."

However, providing a service requires specialization and time. "Setting up a service is not up and running; it takes time because, ultimately, the service provider has an image, they are the ones making the bet, setting the SLA. They put everything on the line." Therefore, "you have to be very sure to offer a service. Often the channel waits to have it clear, to have a good opportunity, and then start developing that facet. And I would say the barrier is that: activation or startup takes longer than in a normal project."

To delve deeper into how automation can help MSPs scale their operations, we recommend our article on Business process automation with n8n and AI.

Cybersecurity as a continuous service: the new perimeter

Cybersecurity has become an indispensable and increasingly continuous service, although some companies still approach it on an ad-hoc basis. "Ransomware has taken its toll," Alonso emphasized. "And when companies of any size have been attacked, it is clear that the message 'there are two types of companies: those that have been attacked and those that will be attacked' has already changed."

Security has evolved: "There is no longer a perimeter: people's identity is critical. And, linked to security, we are also seeing a lot of contingency, backup, disaster recovery issues. That is, a good plan in case something happens to restore yourself." Alonso observes significant growth in services like backup or Office 365 availability, which was not seen two years ago. "Yes, it is true: the security pieces or security services that companies contract are growing, but they do so as a service, not as something punctual."

This approach to security as a continuous service is especially relevant for MSPs, who must ensure the protection of their clients at all times. To better understand how AI is transforming security, you can read our analysis on When AI builds itself: are we losing control over alignment with objectives?

In summary, Roberto Alonso's vision for the IT channel is clear: collaboration, specialization, and total security are the pillars for MSPs to offer valuable services in an increasingly competitive and fast-paced market. The transformation towards recurring models is not an option but a necessity, and those who do not take the step risk being left behind.

Original source: ComputerWorld. Analysis and adaptation by ForgeNEX.