XChange LATAM 2025: HP Brings Focus On Added Value And Sustainability
‘I believe the partner ecosystem in Argentina —and in other countries represented here— is very interested in standing out through services,’ says Ernesto Blanco, managing director of HP for the Southern Cone, Argentina, and Chile.
In the heart of Bariloche, Argentina, XChange LATAM 2025 gathered the leading players of the regional IT channel. HP stood out with a forward-looking approach focused on sustainability, the evolution of the sales model, and a strong commitment to added value. The company reaffirmed its dedication to the partner ecosystem and set a clear course toward a more collaborative and innovative future.
With a high-level and diverse attendance, XChange offered a unique space to identify business opportunities, forge regional alliances, and, most importantly, rethink how manufacturers and channels connect with each other and with end customers.
“I believe the partner ecosystem in Argentina —and in other countries represented here— is very interested in standing out through services,” said Ernesto Blanco, managing director of HP for the Southern Cone, Argentina, and Chile. According to Blanco, after years marked by economic and technological constraints, the regional channel is ready for a qualitative leap —but it needs tools, support, and a shift in how conversations with customers are approached.
[RELATED: XChange LATAM 2025: The IT Channel Faces The Challenge Of Selling Value In Times of Change]
“The key is helping our partners elevate those conversations. Not just training in AI or tech trends, but also in areas like sustainability, which are already top priorities for many companies,” Blanco emphasized, noting that HP provides not only technology but also certifications and resources to support this transformation.
Channel Collaboration As A Growth Driver
From the channel’s perspective, Fernando Levatti, director and partner at Percom S.A., offered a pragmatic and collaborative vision: “I can form alliances in places where I don’t currently operate. I’ve already found several companies I can complement without stepping on each other’s toes. We each keep our brand, but we can share the pie.” The possibility of expanding through synergies with other players —even in nearby markets like Uruguay— stands out as one of the main advantages of events like this.
Percom, which already operates in 10 Argentine provinces, found in XChange a platform to accelerate its growth through strategic agreements with brands that complement its portfolio. “If I don’t sell Cisco but someone else does, they can fill that gap for me,” Levatti explained.
However, challenges remain. Access to technical resources, financing, available inventory, and local support are critical factors that channels need manufacturers to strengthen. “Today, we can get stock quickly and start talking about other things —like sustainability,” Levatti added, highlighting his company’s participation in HP’s Planet Partner program, which includes concrete initiatives such as the proper disposal of electronic waste from judicial authorities.
A New Brand-Channel Relationship Model
Diana Ordoqui, executive director of Exing S.L., focused on the transformation of the brand-channel relationship model. “We need to relearn, unlearn, and look at the business from a new perspective,” she said. For Ordoqui, the key lies in changing the format of information exchange: “The conversation needs to shift —the product should be the result, not the centerpiece.”
From her perspective, the channel is the best showcase of end-customer needs, and value creation involves identifying —together with manufacturers— what skills are missing, how to acquire them, and how to solve processes collaboratively. “Today, it takes more than technical knowledge to close deals. You need critical thinking, analysis, long-term vision, and effective communication,” she summarized.
The XChange experience in Bariloche left a clear, overarching lesson: the IT business is evolving, and only those who embrace change, foster genuine alliances, and redesign the rules of the game will be able to capitalize on the opportunities ahead. Geographic and cultural proximity is no longer a barrier —what defines success now is the ability to foster deep conversations, pool capabilities, and build together.
As Ernesto Blanco concluded: “In tech, reaching the last mile is always tough, but if we embrace change and support our clients, we’ll be better prepared to cross it.”
Desirée Jaimovich is editorial director of ITSitio.
