Today we interview Luis Malagón, CEO of Bluetab EMEA – an IBM Company.
1.- Bluetab was founded in Spain and the United Kingdom and, since 2021, has been part of IBM. How has the company evolved from its early days to becoming a key player within the IBM ecosystem?
Bluetab was founded in Spain with a very clear vision: to create an environment where technical talent could grow while staying close to the technology itself. From the beginning, we embraced a model more aligned with the Anglo-Saxon approach, where specialization, technical excellence and hands-on experience are at the core of the value proposition.
That culture is precisely what allowed Bluetab to naturally integrate into the IBM ecosystem. Our identity remains intact, but now with greater capacity for scale, collaboration and access to global projects.
2.- What is Bluetab’s main mission within IBM, and how do its data and analytics solutions contribute to the digital transformation of companies worldwide?
Bluetab brings IBM deep technical expertise and real-world experience in data and analytics projects, especially in Spain and Latin America. Our role is to help organizations manage the entire data lifecycle—from architecture to AI models—so they
can make strategic decisions, automate processes and unlock new business models.
In other words, Bluetab helps companies generate value from their data, enabling transformations that translate into efficiency, innovation and competitiveness.
3.- What role does the Madrid Region play in Bluetab’s growth and innovation strategy? How has it influenced the company’s ability to attract talent and develop international projects?
Madrid is our home and our main talent hub. From here, we have driven our expansion into Latin America and now also connect with clients and projects in other markets across the IBM group.
The Madrid Region offers a strong university ecosystem, broad professional diversity and access to leading organizations across multiple sectors. This has enabled us to develop highly complex projects and provide our professionals with rich, global career paths. The level of specialized talent in Madrid is one of the defining strengths that has supported our growth.
4.- From Bluetab’s perspective, what competitive advantages does Madrid offer compared to other European tech hubs in terms of talent, connectivity, business ecosystem and infrastructure?
Madrid stands out thanks to a combination that is difficult to find elsewhere: high-level talent trained through a solid university and technical network; a natural cultural and business connection with Latin America; and an economic and social environment that positions both Spain and Madrid as trusted brands. This is complemented by digital and mobility infrastructure that facilitates collaboration between hubs and global companies, along with a business ecosystem where multinationals, scale-ups and startups coexist, creating dynamism and knowledge transfer.
5.- As part of the IBM ecosystem, what new opportunities have emerged for Bluetab in terms of innovation and global collaboration? How are the projects developed in Madrid connected with the U.S. and other international markets?
IBM has enabled us to scale our capabilities, take part in global projects and access leading cloud and AI technologies. Today, Madrid operates as a node directly connected with initiatives in the United States, Europe and Latin America. Our teams work on projects that are designed and executed in a distributed way, which broadens international exposure and accelerates our innovation curve.
6.- Data analytics and cloud-based solutions are key to business competitiveness. How can these technologies positively impact companies in Madrid and the region’s broader business ecosystem?
There is now a widespread race to adopt AI in order to gain efficiency and competitive advantage. But AI can only be effective when an organization’s data is well structured, governed and accessible.
This is accelerating the modernization of data platforms and the implementation of advanced data and AI governance programs among our clients. The companies that invest in this foundation today will be the ones setting the pace of the market tomorrow.
7.- What are Bluetab’s next steps in terms of expansion, investment or the development of new capabilities in Madrid and other strategic markets?
We continue to bet on Madrid as our main center of talent and expertise. We are strengthening programs for senior profiles as well as initiatives for junior talent, and we are complementing this growth with additional hubs across Spain to distribute capabilities and attract a diverse range of professionals.
8.- As a global technology leader, what recommendations would you give to U.S. companies considering Madrid as a gateway to Europe?
Madrid offers highly specialized technical talent, a business ecosystem connected to both Europe and Latin America, competitive infrastructure and a collaborative culture that supports the development of global-scale projects. It is also a city with a high quality of life and strong ability to attract and retain international professionals. In short, it is a place where companies can grow, innovate and build for the long term.