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TrendAI has formally designated Ingram Micro and Arrow Electronics as its Pan‑European Distribution Seller of Record (DSOR) partners, establishing a dual‑distributor model designed to give resellers and service providers a consistent route to market for the full TrendAI platform portfolio, built on Trend Vision One.
The agreement is intended to prepare TrendAI’s European partner community for rising demand in AI‑native and cloud security, simplifying how partners build, price and deliver solutions while reducing the operational overhead of managing multiple vendors and tools. The move follows TrendAI’s rebranding from Trend Micro’s enterprise cybersecurity division earlier this year, reflecting its increased focus on AI‑driven threat detection and security operations.
Christina Decker, VP Channels Europe at TrendAI, said the model is designed to help partners compete in a rapidly evolving market shaped by hyperscaler marketplaces and changing customer buying behaviour. “Partners that can act with agility, technically, commercially and operationally, will be best positioned to capture new opportunities and strengthen their customer relationships as the market develops. Our aim is to ensure our partners are ready to respond with confidence and build lasting value for their customers.”
Under the DSOR framework, Ingram Micro and Arrow are authorised to act as seller of record on TrendAI’s behalf, managing billing and extending offers directly to customers. Partners can transact the full TrendAI portfolio through either distributor via AWS Marketplace, freeing up time and resources to invest in the technical and commercial capabilities needed to deliver AI‑native security outcomes.
By appointing two distributors rather than one, TrendAI is offering partners choice while maintaining pan‑European coverage. For customers, the model provides a clearer, simpler route to purchasing TrendAI solutions with defined accountability for the transaction.
TrendAI is also launching a joint partner readiness programme with both distributors, focused on AWS co‑sell and Marketplace private‑offer proficiency, technical readiness for AI‑native and agentic security solutions, and go‑to‑market alignment across pricing, packaging and enablement. The programme is intended to help partners move beyond reselling and build sustainable AI security practices.
Analyst firm Omdia forecasts that partners will capture half of all spending through hyperscaler marketplaces by 2027, with distribution expected to play an increasingly important role. TrendAI’s DSOR designation and readiness programme aim to position partners to benefit from that shift.
Matt Sanderson, EVP, Global Group President EMEA at Ingram Micro, said the collaboration comes at a pivotal moment for the channel. “By combining TrendAI’s unified platform with Ingram Micro’s reach, marketplace expertise and enablement capabilities, we help partners move faster, expand their security practices and build scalable AI security businesses that deliver meaningful outcomes for customers.”
Mike Worby, Head of Strategic Alliances at Arrow’s enterprise computing solutions business in EMEA, added: “Designated Seller of Record is a marketplace go‑to‑market model that creates value for vendors, channel partners and end customers by opening additional routes to market, enabling scalable business growth and making it easier for customers to access and consume the cybersecurity solutions they need.”
The agreement spans TrendAI’s major European markets and aligns go‑to‑market activity, pricing frameworks and partner enablement resources across the region.
