Four Strategic Moves for Business Growth

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 there are millions of devices in Australia that need to be refreshed before the end of support date. When compared to the annual inbound supply of devices shipped into Australia, 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. Book a discovery call with Gary Lawrence, our Microsoft Business Development Manager 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. 

1. Download our “Understanding the AI opportunity” report. 
2. 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.
3. Identify the pillars of AI where you have existing strength using Dicker Data's AI landscape view. 
4. Work with our Dicker Data team to build a strategy around your pillars.
5. Leverage our Partner-to-Partner portal to build alliances to deliver the solutions you don’t have capabilities around today.
6. Talk to Dicker Data about accessing the training and support you need to build your AI capabilities in your chosen areas.
7. 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 reveals a significant gap in cybersecurity buying decisions within Australian businesses. Alarmingly, only 24% of the 500 CIOs we spoke to start with an IT partner for cybersecurity solutions. This means 76% are considering alternative procurement methods, such as using a cloud marketplace, or not consulting you on what the right solution for their current stage is. So, what are end-users looking for, and why do they choose a cybersecurity partner? We asked 500 ANZ CIOs two questions, and here is what they said:

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 $1Bn 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 $1 billion dollar opportunity for the Australian channel, and that's before we add servicing and licensing. We are observing the responsibility of the CISO and CIO expand to include physical security, such as access and surveillance, marking a significant expansion beyond their typical remit. Because of this, CISOs and CIOs are securing more budget and are seeking advice from their IT partners on how to effectively use it to integrate physical security measures within their existing infrastructure. Partners who act now are securing this budget and are adding to their managed services revenue.

Successful partners are diversifying their offerings - the more lines of business you sell to your end-customer the more reliant they become on you, and the great news is access and surveillance is not as complicated as you might think. Just like with the Professional AV market years ago, the complexities and barriers to entry are dissipating, opening the door for the IT channel to capitalise. 

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 DAS 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.