01732 759725 46 Q: Looking towards the future, what do you envision as the next big breakthrough or game-changer in the industry, and how is your company preparing for it? A: While AI is clearly the big technology talking-point right now, the longer-term trend is now towards more automation of processes and the digital transformation of organisations. This is something we have been talking about in the IT channel for a long time, but the reality is that it’s still happening at the end-customer level. Many SMBs in particular, are still in the early stages of adopting cloud services, and updating their cybersecurity posture, and switching from in-house to managed services. We’re supporting our partners in delivering all of these technologies as part of the overall solutions that help customers drive real change and value from their investment in IT. Q: What advice would you give a young person starting a career in the industry? A: Stick to your principles and always look for opportunities to learn, develop and grow. At SYNAXON, we believe in empowerment and being the architect of your own fortune. It’s important to be bold, to make your voice heard and to have the courage of your own convictions. Seek out and embrace responsibility. It really helps if you are part of an organisation that always encourages you to innovate and think outside the box and where you are trusted to take the initiative. For me, the very open, supportive, and non‑hierarchical approach of SYNAXON has worked really well. I joined in a junior sales role in 2003 and right from the start I was given every opportunity to learn and gain experience and to further my career, to the point where I am now a board member. Like my colleagues, I remain committed to giving everyone the chance to grow, develop and thrive. https://synaxon-services.com Q: How do you stay ahead of the curve and ensure that your company remains at the forefront of innovation? A: We have strong and established partnerships with most leading industry vendors, and in-house experts in key areas, so we always have our finger firmly on the pulse of changes to technologies and markets. We are always talking to and listening to our partners and adapting our services to meet their needs – this a constant process and one that’s at the heart of what we do as an organisation. Q: With artificial intelligence fast becoming mainstream, how do you see this impacting your go-to-market strategy, product roadmap, and indeed the wider channel? A: AI seems to have become a part of every solution and service now, but this has no material impact on our strategy or approach. We continue to work hard to deliver real value to our customers, to introduce them to new and emerging technologies and vendors, at our events and through our regular communications and dialogue with them. Our role is to make it easy for our partners to do business, keep costs under control and maximise their business opportunities – whatever service or solution they are providing. Q: What do you see as the key challenges or pain points businesses are facing in today’s hybrid working model and how can you help your partners/customers to address these? A: There is a lot of debate about hybrid working, and every organisation will have its own way of approaching the subject. For SYNAXON, the priority is to support partners in meeting the needs of their customers – and whether it’s for hybrid working or any other aspect of business, the needs of every customer will be different. In this sense, hybrid working is an opportunity for our partners which we can support them in addressing with the services, products and solutions we make available to them. Q: What’s currently having the greatest impact on your business? A: The shift of reseller businesses towards a services model is the biggest ongoing change we see in the market. SYNAXON aims to provide a platform through which IT partners and service providers can build and grow their businesses. Looking at 2025 specifically, we expect to see a significant uplift in demand for laptops as organisations upgrade in the run-up to Windows 10 end-of-support in October. This will be a huge opportunity for our partners. Miguel Rodriguez, COO, SYNAXON Industry Insight Q&A Miguel Rodriguez
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