Partner Pulse: How VASS is Navigating LATAM’s Digital Divide

Welcome to this edition of Partner Pulse, where we sit down with leaders from our global partner network to explore the latest in digital transformation. In this interview, we’re joined by Sergio Rojas, Senior Sales Manager LATAM at VASS. Speaking with us from Liferay SKO 2025 in Athens, Sergio shares insights into the digital landscape in Latin America, the unique challenges of the region, and how VASS is helping clients unlock the full potential of digital experience platforms (DXPs). Also, we'd like to extend a huge congratulations to VASS for winning the Partner of the Year Award for LATAM  for the fourth time in a row!

Key Takeaways

• SaaS Leadership in the Region. Sergio highlights that VASS was among the first to implement a Liferay SaaS project in Latin America, helping shape early adoption and proving the value of cloud-based solutions in the region.

• DXPs More Relevant Than Ever. Customers are demanding personalized and omnichannel experiences – and DXPs like Liferay are delivering just that. “That’s what a digital experience platform delivers,” Sergio emphasizes.

• Key Challenges in the LATAM Market:

  • Skills Gap: A shortage of trained professionals slows transformation efforts.

  • Price Sensitivity: Clients expect fast results at low cost – often an unrealistic combination.

  • Market Fragmentation: Cultural and regulatory differences across countries require localized approaches. For instance, decision-making speed differs: while Colombia and Mexico tend to move quickly, countries like Bolivia or Peru may take longer.
     

• Priorities for 2025. Looking ahead, VASS is focusing on helping customers see beyond traditional CMS platforms. “We want to show the value of centralized, orchestrated, omnichannel experiences that a DXP can deliver,” says Sergio. Educating the market on the difference between CMS and DXP is a top priority.

Watch the video for the full conversation and more of Sergios’s insights and congrats again to VASS for winning the Partner of the Year Award for LATAM  for the fourth time in a row!

Who Is VASS LATAM

VASS LATAM is a global IT services and consulting company specializing in digital transformation. It is part of the VASS Group. Founded in 1999 in Madrid, the VASS Group is operating in 26 countries across Europe, the Americas, and Asia. Around 5,000 professionals work with clients, partners, and industry stakeholders to design and implement technology solutions. VASS supports organizations in sectors such as financial services, banking, retail, insurance, public administration, telecommunications, and media. Their work focuses on practical, sustainable technology that helps organizations modernize operations, improve services, and adapt to changing market needs.

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