Cybersecurity is no longer what it used to be. Martín Trullás, Director of Advanced Solutions at Ingram Micro Spain, is clear: the traditional perimeter has disappeared, and with it, the old certainties that supported companies' digital protection. In a recent conversation with DEALERWORLD, Trullás detailed how the wholesaler is evolving from a logistics intermediary to a strategic partner in an increasingly complex ecosystem.

From Product to Service: The New Paradigm

The market no longer demands point solutions, but comprehensive coverage. "Previously, a firewall or an endpoint was sold. Now, a solution that covers all angles is needed," explains Trullás. This change responds both to the sophistication of attacks and the growing complexity of technological environments. Manufacturers have adapted their strategy towards platforms that integrate multiple capabilities: from endpoint protection to identity management or SASE architectures.

In parallel, the consumption model has also evolved. "We are moving from selling solutions to selling services," he states. Services such as MDR or managed security have become the core of the value proposition. This shift towards managed services is key to understanding the new role of the wholesaler, who no longer only distributes but enables and accompanies.

AI: A Double-Edged Sword

Artificial intelligence is one of the main catalysts of this change. For Trullás, its impact is bidirectional: "AI is an advantage for attackers, but also for manufacturers." This "push and pull" has accelerated both offensive capabilities and the need to develop more advanced detection and response mechanisms.

The result is an environment where attacks are increasingly targeted, complex, and personalized. "We no longer talk about launching massive ransomware. There are attacks designed for specific individuals, even to ruin reputations or influence critical processes," he points out. In this context, identity becomes the new perimeter. "The user is the most critical point. The more exposed they are, the more vulnerable they are," he determines.

Responding to This Complexity

Manufacturers respond with a clear strategy: building complete platforms, even through acquisitions. "If they lack a piece, they buy a company and integrate it into their offering," explains Trullás. As an example, he cites the case of Sophos, which in recent years has strengthened its managed services catalog. The goal is to offer the client an integrated, managed, and scalable solution.

Two Speeds in the Market

Trullás prefers to describe the situation as a scenario of "two speeds." "On one hand, attackers, driven by AI, evolve at high speed. On the other, manufacturers and service providers try to respond with increasingly shorter update cycles." Hence the warning: "Companies spend all day patching. The proliferation of vulnerabilities and the speed at which they are exploited require continuous security management, where managed services become even more relevant."

The Wholesaler at the Center of the Ecosystem

This context brings a redefinition of the wholesaler's role. Far from being a logistics intermediary, it becomes a technological and business enabler. "We are aggregators of solutions, enablers of services, and we accompany the partner throughout the entire cycle. From pre-sales to post-sales, including training, technical support, and opportunity generation," Trullás asserts. The value is no longer just in the catalog, but in the execution capability. As we already analyzed in our article on the wholesaler as an anchor of trust, this transformation is key for the industry.

Talent Shortage and Feeder Effect

The lack of specialized talent is another major challenge. "Here, the wholesaler also plays a key role," Trullás argues. "We are a feeder for manufacturers. In our case, Ingram Micro trains professionals who, over time, end up joining manufacturers or other ecosystem players." Far from seeing it as a problem, he understands it as a natural part of the cycle. "We know that someone who stands out will eventually make the leap." This flow improves collaboration: "When someone has been through the wholesaler, they understand much better how we work."

Regulation and Sector Pressure

Regulatory pressure is another factor driving the adoption of advanced solutions. Regulations such as DORA or NIS are forcing organizations to strengthen their security and governance policies. "The financial sector moves faster, it is more sensitive. In contrast, other sectors still advance at a slower pace, especially in the case of the NIS directive in Spain," explains Trullás.

Automation to Scale

In this scenario, automation becomes an essential element. "Without automation, it is impossible to scale," he states bluntly. Platforms allow service providers to multiply their capacity, serve more clients, and improve efficiency. Ingram Micro is immersed in this internal transformation process, adapting its model to offer greater scalability and service quality.

Peace of Mind as a Value Proposition

Finally, the message that summarizes his vision is clear: the wholesaler must provide trust. "The wholesaler is there to offer peace of mind to the partner and the end customer. Peace of mind based on three pillars: technology, services, and accompaniment." In an increasingly complex environment, where new architectures, regulation, talent shortage, and advanced threats converge, the role of the wholesaler as a strategic partner makes more sense than ever. "If you generate trust, the partner does not look elsewhere: they trust that you are giving them the best solution."

Original source: ComputerWorld. Analysis and adaptation by ForgeNEX.