TD Synnex moves to a new level as a wholesaler with AI in its business

With growth above the market, the wholesaler TD Synnex has detailed the configuration of its corporate strategy, after an ambitious internal organization, investment in emerging technologies and the development of specialized businesses to “position ourselves at a new level, in which AI technology is part of its entire structure.

On the occasion of his annual meeting with the channel, manufacturers and customers – Explore 2024-, TD Synnex This time it has counted on the media to detail its business strategy in the wholesale market, a meeting that had not occurred since Tech Data was acquired by the investment fund Apollo Global Management y, years later, will merge with this global corporation (more details in Digital AV), who celebrates his 50th anniversary of activity.

In this period, Paulí Amat, company director in Iberia, explains that TD Synnex has undertaken a internal organization process; investment in emerging technologies, with the AI as the main protagonist; development of internal platforms and process improvements… to “take TD Synnex to a new level. An ambitious culture to be number one in the market and in business sectors”, duck Pilar Martin, commercial director of the wholesaler in Spain.

A strategic structure that is based on four pillars: he accelerated growth, “with the continuous review of possible business acquisitions, the contribution of many different and specialized businesses in a single company; analysis to improve the portfolio and investment in new platforms; providing value to clients in their transformation process, as well as the launch in Europe of the DestinationAI program, that already operates in the United States.

The digital transformation, with a unified strategy worldwide as a differential to improve the capabilities of the workforce; the people in the business center, with inclusive programs, sustainable and with hybrid work as a model; and preparation for “a successful future”, based on training in team management adapted to the new needs of the market, make up the three remaining pillars.

AI as a focus of growth

With the aim of becoming “number one in all the markets and channels in which we operate”, Martín has detailed the company's balance sheet in the last fiscal year, “in which we have grown above the rest”, and that has placed them in the first position in the Iberia region, just like in Europe.

The beginning of the current 2024 has not had the same luck, with widespread activity in the wholesale market “in the red”, Although the sales manager for TD Synnex in Spain points to a change in inertia “that will materialize in increases around 3% o 4%”.

A key element to face “the important change of role in the Iberia division as a value wholesaler, the thing is we are best positioned to make AI deployment a reality”, states Santiago Mendez, Head of the Advanced Solutions division, after explaining the change in the organization by increasingly specialized divisions based “on a collaborative model between the business and the technological”.

AI thus covers the entire business activity of the wholesaler and is reflected in the new program destination, an initiative “to Help clients on their transformation journey with this technology, which is accompanied by services, and that after its launch in the United States it will arrive this month in Europe and, around september, to Spain”, Mendez points out..

Another of the differentials highlighted by Joaquin Herrador, business unit manager Data, “is that we are the only wholesaler that has a division dedicated to 100% to design software, with solutions from manufacturers such as Autodesk, Dassault, SketchUp y Unity”.

Maverick: AV/IT convergence on the rise

As a value business of the wholesaler specialized in AV and collaboration solutions, Carlos Bertrand, director of the Maverick division for Iberia, has pointed out the four axes that support its continuous growth, in which the digital transformation of the education environment is a fundamental one.

"The classroom digital transformation, along with the incorporation of the Google Edla solutions and the immersive projection, They are fundamental elements in our business, that are accompanied by a advice and consulting to carry out projects end to end”.

Another fundamental element is the area of digital signage, in which the large format screens and the led growth developments focus, “that have an element of value and business opportunity in our showrooms in Madrid and Barcelona. We are developing a complete ecosystem, con associated software solutions to this area”.

In the environment of collaboration, “Maverick has the broader portfolio, with companies like Jabra, HP Poly, Logitech y Neat, and with the contribution of AI in the most popular video platforms on the market”, Subraya Bertrand, who highlights the success of the implementation of its fourth pillar: UCaaS, “which we presented last year thanks to the Zoom and Pexip agreement, to offer platforms contact center, call center and telephony, a growing market in which a lot of investment is being made”.