From distributor to orchestrator: How Redington is rewiring itself for the AI economy
For decades, technology distribution was a relatively linear business: move hardware and software from vendor to reseller to customer, efficiently and at scale. That model is being redrawn. As enterprises assemble increasingly complex combinations of cloud, AI, cybersecurity, software, and infrastructure, the value once created by moving boxes is shifting toward the value created by making an ecosystem work together.
Redington’s answer has been to describe itself not as a distributor, but as a technology orchestrator — a company that builds the platforms, capabilities, and connective tissue that let providers, partners, and customers engage with new technology without friction. As Global CTO Deepak Puligadda frames it, the company’s underlying purpose — bridging the gap between innovation and adoption — hasn’t changed.
What has changed is the machinery used to deliver on it: digital platforms, AI-led marketplaces, and enablement programs replacing purely transactional distribution.
This is not a rebrand so much...
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