As the channel continues to face an underperforming economy fraught with delayed purchasing decisions and constrained budgets, the pursuit of innovation is more than just a trend, it’s a necessity. The vulnerability of the technology supply chain has highlighted the need for us to think differently, and the ethical expectations and obligations being placed on our industry are rightly increasing.
At TechX, we learned from Steve Brazier that it's the optimists who are thriving, regardless of economic uncertainty and market conditions. Optimism is the fuel of innovation, and the partners who are reshaping their approach, embracing new technologies and proactively leading their end-customers through the next wave of digital transformation are extending their competitive edge.
We've identified four key pillars of opportunity that will drive growth and differentiate successful channel partners in the next 12 to 18 months:
1) PC Refresh and Windows 10 End of Support - Act now or be left behind
Microsoft will cease providing security updates and technical support for Windows 10 on October 14, 2025. It’s been reported that 54% of Commercial Devices are not eligible to be upgraded and need to be refreshed before the end of support date. When compared to the annual inbound supply of devices shipped into New Zealand, it's becoming clear that our industry, and country, is facing a potential stock shortage risk. Partners must proactively initiate conversations to create a sense of urgency to secure access to their preferred devices. Here’s our four-step guide on how to seize the Windows Refresh opportunity with your end-customers.
Approximately 90% of the Windows 10 Refresh opportunity is expected to be Windows 11 Pro devices, with around 10% for Copilot+ / AI PCs. While Copilot+ and AI PCs feature Neural Processing Units (NPUs) for on-device AI processing, Windows 11 Pro devices can still access AI solutions via the cloud. Devices with NPUs bring AI capabilities directly to the edge, enhancing on-device AI performance, and reduces the reliance on connectivity to leverage AI. Dicker Data currently has ample stock of Windows 11 Pro PCs, Windows 11 Pro AI PCs, and Copilot+ PCs.
What do you need to do? Act now. Get in touch with our sales team, dedicated to helping our partners navigate and unpack the Windows 10 End of Support opportunity.
2) Embed AI into every solution and conversation you're having
Do you know what your end-customers are saying about AI? We recently conducted a survey with 500 CIOs, in partnership with Tech Research Asia, and here’s what we discovered.
50% of CIOs are looking for a partner to help them with AI!!
Our survey results indicate a significant demand for AI education among end-customers. With a considerable portion actively seeking partnerships for AI solutions and implementation, and with more than half indicating they have a dedicated AI budget, businesses are poised to embrace AI solutions. Furthermore, the expectations of CIOs are high, with 77% indicating they expect to realise ROI within 12 months or less. The channel needs to approach this with caution by carefully defining what success looks like for each customer before deploying solutions. The fact that 77% of CIOs expect a return on investment within 12 months or less highlights the urgency and confidence in AI's potential to deliver tangible benefits quickly. This rapid ROI expectation highlights the need for efficient and effective AI strategies, making it crucial for businesses to invest in both AI education and strategic partnerships to stay competitive in the evolving market.
“If you’re not talking to your customers about AI today, your competitors probably are.” - Steve Brazier.
Dicker Data’s AI landscape view outlines three core areas of opportunity for partners: Generative AI, Embedded AI and Full Stack AI. Right now, we see Embedded AI as the area with the biggest opportunity for partners. You need to offer your end-customers AI-enabled solutions alongside traditional technology solutions, and then educate them on how they stand to benefit from embracing AI-enabled solutions now, particularly highlighting the competitive advantage AI can bring.
How do you get started with AI? We've put together a 7-step guide to help you get started and navigate your next steps.
- Download our “Understanding the AI opportunity” report.
- Be 'Customer Zero'. Use our readiness assessment to gauge your business readiness for AI. Next time you're with a customer, run their business through it too. Use the findings from this free and confidential report to drive next-step conversations around AI solutions.
- Identify the pillars of AI where you have existing strength using Dicker Data's AI landscape view.
- Work with our Dicker Data team to build a strategy around your pillars.
- Leverage our Partner-to-Partner portal to build alliances to deliver the solutions you don’t have capabilities around today.
- Talk to Dicker Data about accessing the training and support you need to build your AI capabilities in your chosen areas.
- Embed AI into every solution you offer!
"I hope you're all personally using AI in your business today, and if you're not, you may want to go home and think, 'Is it time for me to retire?' because you really will fall behind. Working out how it's useful and how to make money is the number one priority." – Steve Brazier.
3) Cybersecurity: How to Diversify & Drive New Revenue Streams
Our research has highlighted that on average we are seeing 93% of New Zealand companies engage technology partners in some form in order to support data management, security and recovery operations. Concerningly, more than 50% of ANZ organisations have a very immature cyber resiliency capability. The below research identifies cyber priorities amongst end-users, and what they require in a cybersecurity partner.
Dicker Data has invested to help you develop market strategies and drive new revenue streams. Your customers want solutions that fit into their existing stack; they don't want disparate solutions that suffer from a lack of interoperability. Additionally, they don't want you to deploy and walk away; they want you to stay and train their employees, who are often the weakest link in the cybersecurity chain. If you do all of this, it will help you build success in the cybersecurity market, and our team is here to support you every step of the way. Leverage our expertise to navigate the complexities of the cybersecurity market.
Partners must continuously diversify and upskill. Our research shows that organisations are eager for partner involvement and are willing to invest in it. This presents a significant opportunity for partners to expand offerings, enhance their expertise, and increase their strategic relevance.
4) Are you tapping into the $250 million Access and Surveillance opportunity?
Dicker Data is helping our partners to capitalise on the convergence of IT and physical security markets. This convergence is creating an estimated $250 million dollar opportunity for the New Zealand channel, and that’s before we add servicing and licensing.
We are witnessing a notable expansion in the CISO’s responsibilities, particularly as Boards move to consolidate both physical security and cybersecurity responsibilities in search of a more robust posture. CISO’s have increased budget and are looking for integrated solutions that their existing technology partners can help them deliver and maintain. Access and surveillance aren’t as complicated as they once were, and Dicker Data has an entire division of over 30 people dedicated to helping you expand your business into this market.
Start by asking your end-customers about their access and surveillance needs and then speak to your Dicker Data representative. We bring the resources to scope, design, build, and deliver the solutions your customers need on your behalf, all for free. So, if you’re not already, now is the time to move on this market convergence opportunity.
Want to learn more or discuss an opportunity with our Connect team? Contact the team here.
Final Message: Act Now
In today's market, innovation, optimism, and strategic action ensure long-term success. With these key opportunities in mind, remember, our team of highly certified sales and technical experts is here to help support you every step of the way. Contact us today to discover why Experience is the Difference.