The 6th AB Conference „Opportunities and Development” has come to an end – a significant event for the SMB sector organized by AB S.A., the largest distributor in Poland. The event proved to be record-breaking in terms of attendance, and the fantastic atmosphere and positive energy accompanying the fair and networking are hard to put into words. It was both valuable and spectacular.

This year’s event was titled “Your Move. Build an Edge in the IT World.” Over 350 participants, including top representatives from the IT industry, gathered in Krakow. They had the chance to visit 30 booths of renowned solution providers and service suppliers, participate in expert panel discussions, and attend Speed Business Meetings.

– During the AB 'Opportunities and Development’ event, I attended many business meetings where, together with our partners, we had the opportunity to engage in very interesting discussions that will undoubtedly contribute to the development of our joint business. I thank everyone for their active participation. Over 350 participants is a record number and proof of the immense interest in the event. It was a fantastic experience – said Zbigniew Mądry, COO and Vice President of AB Group. Similarly, Patrycja Gawarecka, Sales and Marketing Director at AB S.A., remarked: The record attendance of over 350 people created an extraordinary atmosphere. It was truly something special, an energetic event with hundreds of inspiring meetings.

Unique Trade Show Zone
During the event, over 30 global manufacturers showcased their latest products, including AMD, Dell Technologies, HP, Hewlett Packard Enterprise, Intel, Lenovo, Samsung, Canon, Microsoft, Logitech, and Check Point. There were several premieres as well. At the Samsung booth, attendees could see the latest portable SSD Samsung T9 for the first time in Poland. This ultra-fast device offers a transfer speed of 2000 MB/s, all enclosed in a sleek, compact, and reinforced casing. At the Dell Technologies booth, new notebooks from the Vostro and Latitude series and the Dell PowerVault ME5024 storage array were presented. Additionally, visitors at this booth and the AID – AB Innovation Designer booth could immerse themselves in a virtual world with VR goggles.

Speed Business Meetings Short, business-oriented meetings where participants can comfortably converse with AB partners have become a staple of the distributor’s events. This time, they were warmly received once again and lasted almost the entire day, running parallel to the trade fair. Both AB representatives and other companies were available for discussions. These meetings allowed for in-depth exploration of collaboration topics and a broader discussion on opportunities and ways to increase sales and, consequently, company growth. On just one day, dozens of conversations took place.

Discussion Panels
The highlight of the event was the expert discussion panels. The presence of top-tier professionals meant that there were not enough seats for all listeners, and the well-chosen topics ensured exceptionally engaging and lively discussions.

The first panel discussed “Strategic Mix: Availability, Price, Innovation,” featuring Magdalena Bartoszewicz (Samsung), Karolina Romańczuk (Bechtle), Patrycja Gawarecka (AB), Adam Tomczak (AMD), Marcin Lelontko (Morele), and Łukasz Rutkowski (ITNES.PL). The triad of these characteristics seems to be a universal and crucial factor for building a market advantage. However, the panelists quickly agreed that these attributes are now basic necessities. Consequently, the discussion shifted to other areas such as: offer diversification, development of competencies and talents, quick and skillful adaptation to market changes, post-sales service, and ESG (Environmental, Social, Corporate Governance). – We strive to provide products that not only benefit us but also meet the expectations of our clients, enabling them to better achieve their business goals – explained Adam Tomczak, Enterprise Channel Manager CEE&MEA at AMD.

Patrycja Gawarecka, Sales and Marketing Director at AB S.A., expressed a similar sentiment: – We are aware of our significant role as a distributor, which is why we have always focused on diversification. Product diversification – because our offer includes strictly IT products, consumer electronics, as well as home appliances and others. We place a strong emphasis on VAD – as it provides us with security – and on diversifying sales channels, serving SMBs, retail, operators, and enterprises. Finally, we also focus on diversifying the services and tools we provide to resellers and vendors, to simplify the entire purchasing process while helping them save time and money.

– How effective we are determines how we react to everything happening around us. Diversification is crucial, as is strategy. And strategy is always long-term and influences the selection of tools. At the same time, we dynamically adapt to market changes. We are consistent and closely integrated with our partners in our actions to be as effective as possible. And effectiveness defines who we are – as a team and in terms of our competencies – said Karolina Romańczuk, Managing Director at Bechtle Polska.

In the second discussion panel titled “The Evolution of the IT Market and the Role of Its Participants,” the panelists included: Kinga Piecuch (HPE), Dariusz Piotrowski (Dell Technologies), Andrzej Sowiński (HP Inc.), Maciej Kamiński (Samsung), and Zbigniew Mądry (AB).

Dariusz Piotrowski, VP Sales and General Manager Poland at Dell Technologies Polska, focused on the importance of cybersecurity and the IT sector’s responsibility in the entire economy: –For us, security is one of the most important issues today, and we view it holistically – as an entire space. Because security is still more to us – it’s about ensuring the quality of security throughout the entire supply chain, in warehouses, every box, and within the product at the client’s site. Today, entire security systems are often embedded within devices and begin protecting us from potential attacks from the outset. This is because the potential losses from breaches or inadequate security can be enormous, reaching hundreds of millions of zlotys. Thus, today cybersecurity is equivalent to the third-largest GDP in the world. […] Today, no one can imagine operating a business without IT. Moreover, there is no other industry as strategically important as IT. Everyone is dependent on IT, and this is the change that has occurred in recent years. It also entails responsibility in all aspects, including security and ethics – and companies like ours are becoming institutions of public trust.

Maciej Kamiński, Director of Memory Business Poland & CEE at Samsung, emphasized the role of the manufacturer as a trendsetter and follower, providing solutions that meet current and future needs: All the topics we discuss today, such as artificial intelligence, cybersecurity, and new trends, are things that happened for the vendor several years ago. At Samsung, we think about products well in advance. Technology and its requirements are evolving so quickly that designers and engineers also prepare products with some surplus – meaning they are ready for clients and can serve them long after the launch. The vendor environment in this aspect is multidimensional and strategic. The vendor follows and shapes trends.

Kinga Piecuch, President of HPE Polska, dedicated significant attention to partnership, collaboration, and listening to mutual needs: A client needs a partner close to them, preferably locally. This is a natural requirement, and our collaboration with AB meets these expectations. This is the most important aspect for me. The second aspect is flexibility. We want to facilitate collaboration through financing. It’s not just about the price, but about building relationships and trust. The third aspect is what we call ‘pay as you go’ – paying for what you use. Clients no longer want to stockpile as much as they used to. SMB clients are particularly sensitive to price. All of this leads to scalability and mutual growth.

Zbigniew Mądry, COO and Vice President of AB Group, shared similar thoughts: The distributor is necessary and indispensable. There simply needs to be someone with local market experience who builds trust, provides a knowledge exchange platform, and offers support. As a result, the distributor’s major role will paradoxically remain unchanged, though the tools will evolve. We will continue to be an interface, logistics provider, and financier. The evolution of tools is occurring to dynamically adapt to Partner expectations. We already see that the role of services and subscriptions is growing, which is even better for us because it does not require storage as in the traditional form. Therefore, I’m not worried about the role of distributors. The role of education and leasing is also growing, and that is now crucial. Because if someone does not understand what something is for or how it works, they simply won’t buy it. At AB, we have a team of engineers evangelizing others, handling pre-sales and post-sales activities.

It is also worth noting that during the event, participants were engaged in a virtual knowledge quiz with prizes.

In summary, the AB event truly lived up to its name “Opportunities and Development.” Judging by the atmosphere and participant feedback, attending the conference was a good move for everyone involved.

Manufacturers present at the 6th edition of the AB “Opportunities and Development” event:

Platinum Partners: AMD, Dell Technologies, HP Gold Partners: Hewlett Packard Enterprise, Aruba, a Hewlett Packard Enterprise company, Intel, Lenovo, Samsung Electronics, AID – AB Innovation Designer

Silver Partners: Canon, Microsoft Surface, DICOTA, Kensington, Check Point Software Technologies Poland, Legrand, Fujitsu Poland, Eaton, Epson, OKI, Grenke

Bronze Partners: Zyxel, Microsoft, Logitech, Neomounts, Kingston Technology, Targus, Delta Electronics, Xopero Software S.A., Centrum Kompetencyjne AB S.A., Strefa TB (TB Print), Jabra

Media Patronage: ITReseller

More information about AB “Opportunities and Development” can be found on the event’s website: https://mir.ab.pl/