TD SYNNEX Brazil has maintained a continuous presence in the country for almost three decades, always alongside its partners in the technology market. Our trajectory began as Westcon, evolved through other brands, and today, with our consolidated name, we continue to build a history that is both ours and that of the market we serve.
Power Up 2024 marked a milestone, with more than a thousand people gathering to celebrate our evolution. In 2025, we took a significant step forward. On October 14th, more than 1,500 participants joined us in one of Latin America’s largest concert halls, where we effectively presented our value proposition, consistently showing the market who we are, what we deliver, and where we are going.
This year, we aimed to answer the question that guides our daily work: “How does TD SYNNEX, together with the partner ecosystem, turn technology into opportunities?” The answer lies in our ability to connect solutions, intelligence, and people. We transform technology into tangible value for channels, enabling them to navigate complex environments and deliver real results to their customers. Because the success of our partners is what drives us, that’s our daily mantra: empowering the ecosystem to thrive with consistency and impact.
Information as a compass
To guide this path, this year we brought to the stage voices that help decipher the present and anticipate the future. Economist Zeina Latif shared an accurate analysis of the Brazilian economic scenario. IDC brought unprecedented data on what entrepreneurs expect from technology. And we heard directly from the CIO of Hospital Sírio-Libanês, one of the most important hospitals in Brazil, and the CTO of Multilaser, which manufactures and sells IT products via e-commerce, about the perspective of those who live day-by-day with the challenges of the market.
We are pleased to see that the multiple layers of support we provide to our partners are meeting the demands of the Brazilian market we serve. And that the trends identified by our guests align with the findings of the 4th edition of our Direction of Technology (DoT) report, which collected input from 1,400 partners across 40 countries.
IDC reinforced that Brazil remains the largest IT market in Latin America (45%) and that technology is a key lever for modernization and competitiveness. At a time of economic recovery, as Zeina Latif noted, accelerating growth is crucial.
TD SYNNEX as an opportunity facilitator
We respond to this scenario with a robust portfolio of solutions – from established and emerging vendors – and with frameworks that enable channels to test, configure, and deliver personalized offers. We provide technical, commercial, and financial support to ensure the best solution for each client.
As CIO Alex Julian from the Sírio-Libanês Hospital noted, it is essential to present the customer with a solution that effectively addresses the problem. And Leonardo Castilho, from Multilaser, added: “The ideal offer combines expertise, technology, and price.” After all, “behind a company representative, there is always a person”.
This vision is in the DNA of TD SYNNEX. We are people making technology for people. We want our partners to have all the tools necessary to serve each end customer with precision and empathy.
As our DoT report indicates, the fastest-growing channels are those that operate in a consultative manner, offering integrated solutions that precisely address customer issues, with embedded security and artificial intelligence as key competitive differentiators.
Big names, big messages
The Power Up 2025 was also the stage for strategic updates from major manufacturers. We were honored to welcome leaders such as Marcelo Braga (IBM Brazil), Ricardo Mucci (Cisco Brazil), Frederico Tostes (Fortinet LATAM and Canada), Paulo Cunha (AWS Public Sector), and Priscyla Laham (Microsoft Brazil), who shared their visions for the future of technology.
