Adapting to a changing market: how circular tech is building resilience in German businesses​

Join our CEO, Carmen Ene, as she sits down with BNP Paribas 3 Step IT’s Country Manager for Germany, Sebastian Urfels, to reflect on his first year with the company and his strategic focus for the team as they continue to support German businesses to navigate change and adopt a more efficient, secure, and sustainable approach to technology management.

Carmen: Welcome, Sebastian. You’ve recently celebrated your first anniversary at BNP Paribas 3 Step IT – congratulations! Can you tell us about your background and why you decided to join the company?

Sebastian: I’ve lived, studied, and worked all over Europe, from Ireland to Italy, and now I’m back in Germany. As my career in technology lifecycle services has developed, I’ve had the opportunity to lead great teams and build growth-oriented businesses with strong customer and vendor partnerships at their core. Working for BNP Paribas 3 Step IT has been a fantastic opportunity to build on that international experience in a business that combines the unrivalled reputation and credentials of one of Europe’s leading banks, with deep technology lifecycle expertise. I knew our joint venture would be a powerful combination to take to the German market, especially in the current operating environment. It’s fantastic to be able to support customers with comprehensive solutions that address their critical business challenges, wherever they are in their tech roadmap.

Carmen: Can you share some of the opportunities and challenges businesses in Germany have been navigating?

Sebastian: Germany is a strong growth market, but it is currently experiencing an economic transition, with sectors that have traditionally underpinned our economy facing major challenges, and new industries growing rapidly. Car manufacturers, for example, are facing rising international competition, combined with the transition to electric. While sectors like healthcare are needing to scale quickly to meet the demands of an ageing population. Navigating this changing landscape is a key priority for our team. We are flexible, agile, and ready to meet our customers’ evolving needs as they adapt and grow. Technology is business-critical, whatever industry you’re in, so the fact that we can offer solutions that increase efficiency and resilience is really driving a lot of the conversations we’re having.

Carmen: And what has this meant for your team in Germany?

Sebastian: It’s been an exciting time for us, as we are busy building a market-leading team to support our customers and vendor partners through this period of change. We’ve already brought some fantastic people into the business who have extensive experience working with enterprise customers with complex tech needs, and also colleagues who have expertise to support our channel partners to maximise their returns. As the market evolves, we’ve been working with lots of new industries, including defence, elderly care, finance, insurance, tech, advisory, and more. We’re finding there’s a common theme among these businesses because they have identified circular tech as a strategic way to optimise the value of their investments, while also mitigating major compliance risks.

Carmen: It sounds like an exciting time for the business – how have you been deepening your relationship with channel partners?

Sebastian: Strengthening our relationships with our IT channel partners is a top priority for us in Germany. And as a joint venture, we certainly know the importance of finding the right fit! That’s why we work closely with the IT channel to offer tailored circular technology solutions that they can successfully promote and sell. Customers are demanding solutions that go beyond single product sales, so we help vendors offer integrated, value-driven solutions and flexible financing from a single point of sale. Vendors are realising that by selling an end-to-end tech management solution, they can become true partners in their customers’ digital transformation, which ultimately enhances their retention, growth, and profitability.

Carmen: And what have you been hearing from business customers?

Sebastian: Our customers want us to simplify their tech management, without exception. So, at every opportunity, we’ve streamlined, automated, and digitalised our customer touchpoints to ensure organisations can manage their technology hassle-free. Businesses also want to reduce the number of suppliers they have to manage and build long-term relationships with trusted partners. Because our solutions integrate BNP Paribas’ world-leading asset finance services and expertise, on top of the full suite of tech lifecycle services, customers have access to this incredible one-stop shop from the moment they decide to procure their tech until it needs to be decommissioned and replaced.

Carmen: And finally, what’s your top tip for German businesses looking to make the transition to circular technology?

Sebastian: Just start today! It’s easier than you think to unlock the full value of your tech and benefit from the residual returns on your decommissioned devices. We’ve already helped hundreds of businesses make the shift to secure, sustainable tech management -without upfront costs or disruption. In a fast-changing market, the companies that act now and choose the right partners will be the ones leading the way toward a more resilient future.

Carmen: Thank you, Sebastian – it’s been great to hear about everything that’s happening in Germany.