«Delivering customer value with the wind in our sails»
Change at the helm of the Baggenstos spaceship – setting course for the cloud: In Baggenstos’ 101st year, the company is handing over responsibility for Sales to Ivo Gonzenbach, a seasoned IT infrastructure expert. He previously conducted research in cloud computing at the Institute of Information Systems at the University of Liechtenstein and has led locations and sales teams for several Swiss IT service providers—most recently at Aproda.
«It’s the combination of continuity and momentum that appealed to me. Baggenstos is not a startup without foundations—the company looks back on more than 100 years of history, has a well-established team, and genuine customer trust. At the same time, it has reached a point where the next stage of development can be actively shaped.»
In his discussions with the Baggenstos leadership team, he quickly recognised a strong alignment of values.
«Reliability, honesty towards customers, and long-term thinking instead of short-term quarterly targets—these aren’t empty phrases at Baggenstos, they’re genuinely lived values. That’s exactly the kind of environment I want to be part of.»
This is reinforced by the way the handover from Othmar Frey is being managed: his predecessor will remain alongside him until the summer, ensuring a seamless customer experience.
Out and about with the Baggenstos crew
Like his predecessor Othmar, Ivo is a passionate sailor. He is a co-founder and current president of sailability.ch, an organisation that offers sailing courses for people with disabilities on several Swiss lakes. A true passion project—one that reflects both his commitment and loyalty. For him, sailing is more than a hobby; it’s about connection—with nature and with the crew, without whom no skipper reaches their destination.
«Sailing teaches you one key thing: you can’t control the wind or the weather, but you can learn to read the conditions better than anyone else. That mindset translates directly into my work.»
Markets, technologies, and customer expectations are constantly evolving. Those who wait for complete clarity will always be too late. In sales—as on the water—his approach is clear:
«Hold your course, adapt to the situation, and make sure the team is well-drilled—even when conditions get rough. And one more thing: on a sailing boat, in challenging moments everyone must know what to do—and act without waiting for instructions. That sense of ownership is equally important to me within a team.»
From his team, Ivo expects openness, clarity, and curiosity. In return, he provides clear goals and priorities—and he listens.
Driving sales success in the cloud market
Listening is a critical success factor in the cloud business. What really matters to the customer? Where are the pain points? Growing pains, security concerns, or excessive operational IT overhead?
«Once you understand that, the cloud is often the logical answer. No SME CEO is looking to buy a platform—they’re investing in reliability, fewer headaches, and the assurance that their data is secure. Our job is to make that tangible: no buzzwords, no exaggeration—just clear numbers, real references, and proven expertise.»
At the same time, it is essential to understand broader industry trends. In recent years, Ivo has observed a clear maturity shift among both providers and customers. Today, the question is no longer whether to adopt the cloud, but how to design and operate it. However, the market has become more complex, with diverse cloud architectures and continuously increasing security requirements. This makes deep advisory capabilities and long-term support essential.
A critical view of the cloud market
Current developments and debates around “Big Tech” and Europe’s push for greater independence—often referred to as digital sovereignty—are very much on Ivo’s radar. For critical infrastructure, it is important to consciously assess dependencies and consider alternatives. However, for the vast majority of Swiss SMEs, the situation requires a more nuanced view:
«The major providers invest billions in security and availability—something SMEs could never replicate themselves. Thoughtful hybrid approaches—such as solutions like Azure Local—offer a strong middle ground: local data control combined with the benefits of the cloud. Ultimately, there is no such thing as complete sovereignty—it’s always a question of balancing risks against cost and benefit.»
This is where Baggenstos can position itself as a trusted partner, helping Swiss SMEs leverage the cloud intelligently, securely, and cost-effectively—with Microsoft 365 Copilot and its agents as part of the workforce. –
«Microsoft 365 Copilot isn’t just another feature bolted onto existing products—it fundamentally changes how people work. At the same time, Microsoft continues to invest heavily in infrastructure, security, and the partner ecosystem. For Baggenstos as a Microsoft partner, this creates momentum—but also a responsibility: to keep pace and translate innovation into real customer value, while enabling employees to embrace the change.»
Ivo's top trends
AI
«Not hype, but a genuine productivity revolution that is already transforming everyday work.»
Security
«Greater cloud adoption expands the attack surface—and SMEs are increasingly attractive targets.»
Managed Services
«Automating IT operations: acting proactively instead of reacting to issues.»
One final question
Where do you see Baggenstos in five years?
«We will be the go-to partner for mid-sized businesses in German-speaking Switzerland when it comes to turning Microsoft cloud services into a real competitive advantage. With a portfolio that seamlessly integrates infrastructure, security, and advanced managed services—reducing complexity for customers over the long term. AI use cases will be clearly defined and fully embedded in daily operations. They will make our people more efficient, our services better, and our customers’ IT more secure.»
About Ivo Gonzenbach
Ivo Gonzenbach holds a degree in Business Administration and a Master of Arts in Information, Media and Technology Management from the University of St. Gallen. He joins Baggenstos from Aproda, where he was most recently a member of the executive board responsible for Sales and Marketing. Previous roles include positions at Bechtle and Steffen Informatik. Earlier in his career, he worked as a research associate at the Institute of Information Systems at the University of Liechtenstein, focusing on cloud computing. Ivo is 46, married, and has two children. His greatest passion outside work is sailing—he is also co-founder of Sailability Switzerland, sailability.ch