VARTECH 2025 Recap: Closeness, Collaboration, and the EMEA Quest

This year’s VARTECH was nothing short of unforgettable. Nearly 1,600 technology solution providers, ISVs, and vendors gathered at Atlantis Paradise Island in The Bahamas under the theme “Join the Quest.” What unfolded was more than a conference—it was a shared adventure of innovation, networking, and genuine human connection.

EMEA Welcome Reception

The journey for our region began on Saturday evening with an exclusive EMEA Welcome Reception. Resellers, vendors, and ISVs had the chance to connect, share stories, and build relationships before the official VARTECH kick-off. 

General Session: Finding the Key to the Quest

Monday’s General Session opened with an unforgettable moment. John Martin took the stage with a theatrical search for “the key” to the quest, sparking curiosity and laughter across the room. His intro set the stage perfectly for what followed: Zack Kass, former Head of Go-to-Market at OpenAI, delivering a thought-provoking keynote on the future of AI.

Kass emphasized that while AI is powerful, it cannot replace what makes us human—adaptability, empathy, wisdom, and courage. The thread between Martin’s opener and Kass’ message was clear: the true key to the quest is human connection. Technology may evolve, but people remain at the heart of our industry.

TEConnect LIVE: EMEA ISVs on Stage

On Tuesday, VARTECH’s TEConnect LIVE gave ISVs a high-energy platform to showcase their solutions in 90 seconds or less. This rapid-fire session is more than just a spotlight moment—it’s a reflection of how critical ISVs are to the health of our business and the wider channel.

ISVs bring the software innovation that transforms hardware into a complete solution. By pairing cutting-edge applications with world-class devices, they unlock the functionality, customization, and vertical-specific value that end customers demand. Simply put: without ISVs, we’d only be showcasing hardware. With them, we present true solutions that solve real business challenges.

That’s exactly why we’ve adapted our local EMEA events to feature ISVs alongside vendors. By giving them a dedicated stage, we ensure resellers see not just the tools, but the full ecosystem—hardware, software, and services—working together. This approach helps our partners stand out in competitive markets and meet customer needs with end-to-end innovation.

This year, three of our own EMEA innovators proudly represented the region:

• Boris Arango, KEONN

• Fernando Garcia, mShop (Codinfos)

• Molly McHugh, Boss IT

Their energy, creativity, and ability to distill their value into a powerful 90-second pitch embodied the entrepreneurial spirit of the EMEA channel. It was inspiring to see our regional talent step confidently onto the global stage—and remind us all of the vital role ISVs play in shaping the future of our industry.

Industry Insights: AI and the Future of the Channel

From Kass’ keynote to panels led by Elo, Intel, and BlueStar, the central theme was clear: AI is reshaping the channel. Rather than replacing human value, AI offers the opportunity to optimize what solution providers already do best—adaptability, curiosity, and empathy.

The message was simple yet powerful: AI can handle repetitive tasks, freeing solution providers to grow closer to their customers and deliver truly personalized service.

Breakouts, Networking, and Growth Opportunities

Educational sessions focused on practical applications of AI, automation, and smarter store solutions. BlueStar also spotlighted new programs like Networking & Connectivity Services and BlueStar Academy, both designed to equip partners with new ways to drive revenue and long-term growth.

Meanwhile, the show floor buzzed with activity as resellers engaged with more than 120 exhibitors—including 17 first-time ISVs. Conversations were lively, opportunities were plentiful, and the energy was unmatched.

Thank You to Our EMEA Sponsors

A special thank-you goes out to the sponsors who made our regional presence so strong this year:
Elo, Datalogic, Unitech, Star, Honeywell, Zebra, Sato, KEONN, mShop (Codinfos), and Boss IT.

Your partnership and support empower our community to keep moving forward.

The Human Side of the Quest

Above all, VARTECH 2025 was a reminder that while technology evolves, it’s people who drive the industry forward. The weekend wasn’t just about business;  it was about laughter, new friendships, and shared experiences that strengthen our global community.

From the Saturday night reception to the last conversation on the show floor, the EMEA team proudly carried the spirit of the quest. We left the Bahamas not only inspired by the future of AI and retail IT but also by the closeness that defines our channel.

We can’t wait to continue this journey with you. Until next year!