The managed services have ceased to be a proposal for the future to become a strategic need In the technological channel. This was the premise that vertebó the MSP Forum 2025, an appointment that brought together integrators, distributors and service suppliers in Madrid, willing to analyze the challenges and opportunities of a market that claims specialization, value and focus.
The day began with the intervention of Samir Mohamedifrom ESET Spain, who stressed the importance of evolve from service providers to strategic partners for customers. An approach that connects with the reality of a market increasingly oriented to results, where managed services are integrated into the companies operational and require partners capable of providing real added value.
Next, Alberto Fernández Díaz, Of ionos, he presented the keys to guarantee digital sovereignty in channel projects, highlighting the relevance of maintaining data and processes in a context marked by technological dispersion and the growth of cloud solutions. His intervention highlighted that infrastructure management cannot be separated from information security and governance, two critical aspects to consolidate customer confidence.
The Round table It was the central axis of the event and allowed directly addressing the challenges of a service -based business model. We have the presence of Almudena ÁlvarezEnterprise Partner Manager one Kaspersky, Samir MohamediKey account manager and ESET España, Alberto Fernández DíazHead of Partners de Ionic cloud In SpainJoaquín MaloCoo de Zaltor y Antonio AnchusteguiChannel Manager in Barracuda who shared their visions on how to transform operating challenges into competitive advantages.
The conversation revolved around the profitability of managed services, the design of solutions aligned with the real needs of the client and the importance of building a differential value proposal that allows the channel to compete in a demanding market.
Given the question of whether there will continue to be room for traditional partners, consensus was that we expect changes, but we will pivot towards a hybrid model where the two models live together.
Para Samir Mohamedi “The versatility and the ability to adapt the partners will be very relevant, specifically in the most specialized”. Alberto Fernández Díaz of ionos, influenced the importance of consultants “Prescribers” In decision making. For Almudena Álvarez, from Kaspersky, “The client demands simplicity and dedicated resources. It is what they are going to ask the partner and what will push him to adapt to a MSP model.”
Barracuda’s vision, by Antonio Anchustegui, the thing is “Customers who demand MSP also demand personalization. In security there are very specific needs and agility is essential, it is something that can be solved very well from a MSP prism.”
How and when to become MSP
The audience of MSP Forum 2025 He was especially interested On the way to become MSP. For Joaquín Malo, from Zaltor and Samir Mohamedi, of ESET, they shared that it is key to find the appropriate commercial solution and specialize in it, without trying to cover everything and having in mind the type of client.
To Alberto Fernández Díazof Ionic, It is essential to implement the changes from top to bottom, think of the Go-to-Martket and be willing to support the changes and transformations that the passage to a MSP implies.
Almudena Álvarezof Kasperskyrecommended the partners “Do not shoot everything and focus your value proposition as clearly as possible”always counting with manufacturers and distributors.
Zaltor’s representative concluded by saying that “It is important to start by integrating what already exists in the company. Drastic and disruptive changes can scare managers, especially if they are non -technical profiles.”
Almudena Álvarez, of Kaspersky, addressed in his presentation the role of threat intelligence as a managed service and its impact on the evolution of the MSP. He stressed that, in an environment of increasingly complex and diversified threats, the ability of partners to offer proactive detection and contextualized analysis of incidents is a differentiating factor.
He stressed that threat intelligence cannot be contemplated as a complement, but as a component integrated in the MSP value proposal, capable of strengthening the confidence of the final client and guaranteeing a level of protection adapted to each scenario. For the channel, this evolution also implies a route of scalability, by allowing the deployment of advanced security services without the need for cost structures that compromise profitability.
Next Antonio AnchusteguiChannel Manager of Barracuda, analyzed the role of the XDR as a catalyst for the MSP. He explained that, in a market that demands a consolidated vision of security, the XDR has become a tool that facilitates the integration of multiple sources of data and protection systems in a single control point.
This allows MSP to reduce operational complexity and offer more agile response times to incidents, a growing demand among customers. López stressed that the XDR contributes to reinforce the supply of managed services, allowing the channel to cover from prevention to remediation, with a scalable and efficiency -oriented delivery model.
For its part, Javier Núñez, of Zaltorhe focused his speech on the advantage of being MSP in a traditional market, highlighting that the channel is at a key moment to redefine its value proposition. He pointed out that many customers maintain inherited structures and models of provision of services that prioritize reactive support and punctual sale of solutions, which generates opportunities for MSP capable of demonstrating the positive impact of services managed in the operational continuity and safety of organizations.
Núñez pointed out that Cultural change is one of the biggest challengesbut also a field of opportunity for partners who bet on recurring models, focused on the service, with clear value metrics and an accompaniment relationship with the client.
The MSP Forum 2025 was not only a space for analysis. It was also consolidated as A meeting point for the channel, with the participation of integrators, partners and wholesalers interested in reinforcing their value proposition and establishing new alliances. Conversations between manufacturers and distributors reflected a common need: to promote collaboration to offer complete and scalable solutions in a market that demands agility and closeness.
Managed services are confirmed as a growth engine for the channel, but also as a challenge that requires preparation and focus. The MSP Forum 2025 has shown that the channel has the capabilities and ambition necessary to lead this transition, provided that it knows how to align its value proposition with the needs of the market and maintain a specialization strategy sustained over time.
Far from being a passing trend, Managed services have become an essential element to guarantee competitiveness of the technological channel companies. Its effective implementation requires technical capacities, commitment to the evolution of solutions and a firm commitment for value, beyond the sale of product. In this context, the MSP Forum 2025 has marked a reference point for all those who want to be an active part of the transformation of the channel.
