Digital Enterprise Show and the end of commercial friction

Digital Enterprise Show (DES) 2026 has wrapped up in Málaga, cementing its status as the premier international event for digital transformation. Over three days, this dynamic gathering brought together more than 15,000 C-level professionals and 400 tech companies to discuss the latest trends in AI, cybersecurity, cloud, data, and automation. It was the ideal setting to discover advanced solutions, exchange knowledge with industry leaders, and generate new business opportunities.

Through the Digital Business World Congress, the event offered a valuable combination of strategic knowledge and practical application aimed at defining real growth strategies. This approach has allowed us to confirm firsthand something we at Tecalis have been noting for some time: digitalization is no longer just about adopting technological tools, but about unifying them so they truly generate business. Following the conclusion of this successful edition, we’ll take a detailed look at how the entire day unfolded, analyzing key trends, the success of Javier Novoa’s presentation, and the significant impact of our modular platform, Tecalis Customer Hub.

10 Key Trends We Take Away from DES 2026

Attending the presentations at the Digital Business World Congress and listening to leaders from companies like Microsoft and the World Bank has allowed us to take the pulse of the global tech landscape. Beyond our own solutions, this edition leaves us with ten major strategic takeaways that are redefining the market:  

1. The Real Impact of AI: As Randi Zuckerberg noted, artificial intelligence has moved beyond being an experiment to become the primary driver of business growth.
2. "Machines Learn, People Lead": Automation takes on repetitive tasks and data processing, allowing human talent to focus on leadership and strategy.
3. The Quantum Computing Leap: Although still in its infancy, quantum computing is being positioned in forums as the next major technological disruptor at the European level.
4. The Evolution of MarTech: MarTech tools are increasingly converging with sales teams, eliminating operational silos.
5. Cybersecurity as a Strategic Pillar: It is no longer just an IT shield; protecting operations is the non-negotiable foundation for building corporate trust.
6. Leadership and Digital Talent: Retaining talent and adapting C-level executives to highly automated environments is the new major corporate challenge.
7. Cloud and Data at the Center: Cloud architectures and advanced data analytics remain the minimum requirement for scaling exponential businesses.
8. Sovereign digital identity: There is a growing need to establish secure verification models that can be reused across multiple applications and corporate processes.
9. New "Phygital" models: The boundary between the physical and digital worlds is blurring thanks to immersive experiences and self-service terminals.
10. The End of Friction: The market demands that the customer journey be simplified as much as possible, reducing response times and unifying platforms to prevent customer churn.

These global trends confirm that business success no longer depends on the number of technological tools adopted in isolation. The true competitive advantage lies in intelligently orchestrating all these innovations to generate agile and sustained growth.

At the Forefront of Technology: Our Experience with the DES

If one thing has become clear in this edition, it is that the market is advancing at breakneck speed. These disruptive and exponential solutions already constitute the non-negotiable core of European competitiveness. The current challenge is not when to implement them, but how to leverage them to redefine business models in the face of a hyper-connected consumer. 

Participating in this event was an exceptional opportunity for high-level networking with industry leaders. Our modular, API-first technology solution was received with great enthusiasm. Among many other things, attendees saw how Tecalis Identity optimizes KYC and how eIDAS transforms slow processes into agile and secure transactions.

This combination of agility and regulatory compliance sparked enormous interest among attendees. Without a doubt, it was the perfect prelude to introducing our highly anticipated presentation on commercial optimization in the sales funnel.

"From Lead to Customer Without Friction" : We analyze Javier Novoa’s successful talk

One of the highlights of our participation took place on June 9 at noon in the Blue Innovation Theater. There, our Head of Sales, Javier Novoa, delivered a presentation addressing one of the biggest headaches for today’s businesses: lost sales at the final step. 

In his presentation, he highlighted a market reality we cannot ignore: the cost of customer acquisition has risen by a staggering 60% over the past five years. However, the truly critical statistic is that 72% of drop-offs occur precisely during the sign-up process or while making a purchase. The conclusion was clear: focusing all efforts on attracting customers is no longer enough; companies must focus on customer activation and on offering a flawless user experience at the end of the Customer Journey.

To combat these conversion “killers” caused by endless forms and manual processes, Javier outlined 5 hidden tools to boost conversion:

• AI-powered Identity Verification (KYC): Say goodbye to the classic “send me a photocopy.” We’re talking about real-time biometric identification that offers zero friction for the user and completely mitigates fraud.
• Automated Data Extraction (OCR): Intelligent systems that read data from documents in seconds, avoiding rejections due to poor image quality or typos from manual entry.
• Automated Credit Scoring: The ability to analyze a potential customer’s creditworthiness in milliseconds to make real-time business decisions.
• Electronic signature (eIDAS): A technology that reduces the sales cycle from days to minutes, closing contracts with full European legal validity in a single click from any device.
• BSS Systems and Unattended Kiosks (Phygital): Total control over unattended sales channels, maximizing operational efficiency both physically and digitally.

The impact of integrating this suite of tools is profound. During the session, it was demonstrated how these advanced solutions reduce onboarding time to less than 3 minutes, increase final conversion by over 40%, and reduce the risk of fraud to literally 0%

Tecalis Customer Hub: What We Presented

During the session, we highlighted the capabilities of Tecalis Customer Hub for sectors such as energy, telecommunications, and services. This modular platform is designed to address one of the most complex challenges in today’s market: the absolute and centralized control of complex, multifaceted sales channels. 

Built on an API-first architecture, this hub enables the unification of all sales operations without the need to replace or alter the company’s existing systems. Thanks to this approach, organizations can empower their distribution networks and proprietary channels, transforming the complexity of agent management into a direct growth engine. 

Below, we highlight its key operational features for the business: 

• Unified sales network management: Complete centralization of distributors, branches, and proprietary sales channels under a single clear and intuitive interface. 
• Commission and catalog automation: Real-time management and updating of sales rates alongside smart, automated settlement for the sales force.
• Self-service provisioning: Complete elimination of operational bottlenecks through automated workflows that drastically accelerate the service delivery process. 
• Predictive prioritization: Intelligent optimization of sales leads to reduce sales cycles and maximize customer activation rates.

As Raúl Louzao, Head of Global Partnerships at Tecalis, highlights: "The true value of Tecalis Customer Hub lies in its ability to naturally orchestrate fragmented sales environments. By integrating agents, catalogs, and commissions into a 100% autonomous workflow, we eliminate classic operational barriers and enable our clients to scale their revenue immediately and without technical dependencies."

Interactive kiosks and the "Phygital" experience that captivated attendees

Finally, we are revolutionizing the in-person experience by bringing the true "phygital" concept to the public through live demonstrations of our self-service kiosks. In a market where traditional physical channels often suffer from operational inefficiencies or risks of identity theft and fraud due to the lack of constant human supervision, these interactive self-service terminals stand out as the ultimate solution for providing secure sales 24 hours a day, 7 days a week, without the need for permanent on-site staff at the point of sale. Professionals who attended the conference were able to see firsthand how it is possible to completely eliminate friction for the end user while shielding corporate operations from any attempt at digital tampering or synthetic attacks. 

During the event, attendees experienced an autonomous, guided, and incredibly fast workflow that unifies user biometric verification, smart document scanning, the legal signing of contracts, and, finally, the instant issuance of cards or delivery of physical products into a single device. Beyond the technical robustness of the demonstration, the true value lay in the empirical data we shared with the industry, which validates the success of this technology in real-world commercial environments. By automating the onboarding process at in-person channels, we have seen a 78% reduction in user wait times and a 62% decrease in physical queues in stores, maximizing the profitability of retail space and radically transforming the customer experience. 

Below, we detail the internal digital infrastructure that supports these autonomous terminals, enabling the expansion of business capabilities in physical channels:

Were you unable to join us in Málaga?

If you missed the event or didn’t have time to stop by our booth to see the platform in action, don’t worry. We’ve compiled all the latest features, activation workflows, and real-world success stories (such as Rentik, Telefónica, and MasOrange) in our new visual and interactive brochure.

We continue working to ensure your company’s growth is fast, secure, and, above all, free of technical barriers. See you at the next edition

Tags