Service Providers Priority Check 2026: What Is Really Top of Mind for Partners Right Now
As the new year gains momentum, it is becoming clear which topics will shape the channel in 2026.
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In conversations with partners, I sense a spirit of optimism yet tinged with a degree of uncertainty in the face of challenges such as tighter budgets, technological disruptions, and geopolitical tensions. Many are currently asking themselves: What should we prioritize? And how do we transform ourselves within an environment that brings both enormous growth potential alongside noticeable pressures?
One thing is undisputed: the threat landscape is intensifying as cyberattacks become more professional, automated, and targeted. As enterprises face increasing complexity, rising regulatory requirements, and a persistent skills shortage, the role of the channel is more important than ever. Partners are trusted, strategic advisors to guide their customers along the entire security journey.
Even in the face of challenges, the business outlook is still promising. According to forecasts by Omdia Research, the cybersecurity market in EMEA will reach a value of USD 151 billion by 2030, with the largest share (USD 60 billion) coming from Managed Security Services (MSS). More than 90 percent of security technologies and services will continue to be delivered through the channel as clear evidence of the relevance of the partner ecosystem.
At the same time, companies are under significant economic pressure. Customer budgets are tight, investments are being scrutinized more critically, and partners themselves are grappling with rising costs and lengthy recruiting processes. The key challenge will be to achieve growth despite these obstacles, build long-term customer relationships, and continue evolving into Managed Security Service Providers (MSSPs).
Efficiency as a Strategic Imperative
This is precisely where one of the central priorities for 2026 becomes evident as partners strive for operational and economic efficiency. According to Canalys, the majority of partners see automation and AI as the biggest growth drivers for their business, with 88 percent planning to actively invest in these areas. Automation is no longer a “nice to have,” but a prerequisite for delivering MSS profitably. AI helps analyze vast amounts of data, identify patterns, and drastically reduce response times. It relieves security teams of routine tasks and creates space for informed decision-making and strategic work.
Humans remain indispensable in this process. Especially in cybersecurity, it is not just about statistical correlations, but about context, experience, and responsibility. Trust builds when technology and human judgment work together.
This thinking also shapes our approach at TrendAI™ (Trend Micro will rename its enterprise business to TrendAI™ over the course of 2026). With our Agentic Security Information Event Management (SIEM), we are reimagining the concept from passive data repositories towards proactive security instances. Agentic SIEM uses AI to independently understand and correlate data to filter out relevant alerts. It automates threat detection and incident investigation processes that previously required extensive manual effort. Humans always remain “in the loop” as strategists and decision-makers. While AI frees up time for security teams allowing even smaller partners with limited resources to offer high-performance MSS and strengthen their position as trusted customers advisors.
Digital Sovereignty Comes into Focus
Choosing the right technology and the right vendor is the key to success. Considering the tense geopolitical situation, the topic of digital sovereignty is playing an increasingly important role. Especially in a sensitive area like cybersecurity, it is essential to maintain control, compliance, and freedom of choice. At the same time, cybersecurity forms the foundation on which digital sovereignty is built. Only those who have secure technology and infrastructure can act autonomously. Together with our partners, we support our joint customers in establishing this resilience.
As a Japanese company with more than 35 years of experience in cybersecurity, Trend Micro is a trusted partner for European companies and public authorities. Japan has a level of data protection comparable to that of the EU – something the European Commission officially recognized back in 2019. Unlike countries such as the United States or China, Japan also has no extraterritorial surveillance laws that oblige companies to hand over data to government authorities.
For customers with particularly high requirements for digital sovereignty, such as critical infrastructure operators or defense organizations, we also provide our security platform, TrendAI Vision One™, in private clouds or sovereign infrastructures such as the new AWS European Sovereign Cloud. Customers can then access the full range of capabilities, including Agentic SIEM, XDR (Extended Detection and Response), and CREM (Cyber Risk Exposure Management), while the cloud infrastructure is operated independently from a technical, legal, and organizational perspective.
Setting Clear Priorities, Acting Together
At TrendAI™, we stand firmly by our partners’ side and look forward to tackling the challenges of 2026 together. Clear prioritization and reliance on trusted alliances will be decisive for success. As a vendor, I see our role as supporting our channel partners in their continued development through innovative technology that reduces complexity, increases efficiency, and takes digital sovereignty seriously. This is how we can generate growth together and shape a secure future.
