The countdown is on. On October 14, 2025, Microsoft will officially end support for Windows 10. After this date, devices still running the operating system will no longer receive free security updates - leaving businesses with two choices: upgrade or face mounting costs and vulnerabilities. For resellers, this marks a critical opportunity not only to guide customers through a strategic refresh but also to ensure they are fully prepared when those customers are ready to buy. The transition presents a chance to position themselves as trusted advisors while proactively equipping their clients with the solutions they will need in the months ahead.
Remind Customers of the Coming Deadline
Many organizations have delayed migration plans, either due to budget constraints or complacency with still-functional hardware. But the deadline is fast approaching. After October 2025, organizations that want to continue receiving security updates for Windows 10 must pay for Extended Security Updates (ESUs) - starting at $61 per device per year, with prices increasing over time [IDC, 2024].
This shift is not about software. Many of the PCs still running Windows 10 were purchased pre-pandemic and may be ill-suited for today’s hybrid work demands. These systems have outdated cameras and microphones, failing batteries, and aging security provisions.¹. More critically, once support ends, they will become increasingly vulnerable to cyber threats and attacks – leaving businesses exposed to potential breaches, ransomware attacks, and data loss.
Evaluate Your Windows PC Inventory
Start by helping your customers assess their installed base of Windows 10 PCs. Determine which systems meet the minimum hardware requirements for Windows 11 - like TPM 2.0, UEFI with Secure Boot, and compatible CPUs. But compatibility alone is not enough. For systems older than four years, even if they technically qualify for an upgrade, it may be wiser to replace them due to performance gaps and outdated designs.
At the same time, resellers should take stock of their own inventory, ensuring they have the right equipment readily available to support customer transitions. By proactively managing supply, they can position themselves as the go-to resource when businesses are ready to upgrade. Establishing a line of credit (LOC) also empowers resellers with greater purchasing flexibility, enabling them to respond quickly with the most appropriate solutions as customer needs evolve. This financial agility can make a crucial difference in maintaining momentum during high-demand upgrade cycles.
Plan for Upgrades and Replacements
Segment the fleet into three buckets:
- Upgrade-ready devices: These can transition in place.
- Replace candidates: Devices that do not meet Windows 11 specs or business requirements.
- ESU-covered: Systems that need to stay a bit longer but will require extended support.
Guide Customers Toward Future-Proof Solutions
A new generation of AI-enabled PCs is emerging - equipped with Neural Processing Units (NPUs) that accelerate local AI workloads, improve privacy, reduce latency, and support advanced features like Microsoft’s Copilot+ tools. Gartner® forecasts By 2028, 50% of organizations will implement planned redeployment cycles to extend device lifespans and maximize total cost of ownership (TCO).
A new generation of AI-enabled PCs is emerging - equipped with Neural Processing Units (NPUs) that accelerate local AI workloads, improve privacy, reduce latency, and support advanced features like Microsoft’s Copilot+ tools. Gartner ® forecasts that by 2026, 50% of enterprise PCs will have AI capabilities built in³.
Resellers should stay educated on the difference between hardware-enabled AI PCs and next-gen AI PCs equipped with >40 TOPS NPUs - unlocking exclusive features like Recall, Cocreator, and Super Resolution ¹. As they track the latest advancements, it’s equally important to ensure they’re financially positioned to meet customer needs. Leveraging a line of credit or financing options allows resellers to secure cutting-edge equipment without tying up capital, improving cash flow and enabling timely fulfillment. This purchasing agility positions them as trusted experts, ready to support upgrade cycles with precision and speed.
Beyond selling devices, resellers should offer value-added services such as inventory assessment, lifecycle planning, modern deployment models (PCaaS or MDLS), and sustainability consulting. With right-to-repair regulations and ESG goals gaining traction, businesses are extending device life cycles and seeking greener options. Resellers can help customers balance sustainability, performance, and cost while ensuring technology investments align with long-term business goals.
Collaborate With Key Partners
Do not do it alone. Leverage relationships with hardware, silicon, and software partners to align customers’ investments with their long-term goals. Work with ISVs to understand how their applications will leverage AI on the client side, and guide customers toward platforms that are compatible and scalable. At the same time, resellers should collaborate with their financial partners, keeping them informed of potential large orders. This ensures they can stock the right equipment in advance and avoid cash flow constraints, positioning them for seamless execution when demand rises.
Final Thoughts
This Windows transition is more than a new operating system. It is an inflection point - an opportunity to modernize infrastructure, adopt AI capabilities, and better support hybrid work. Resellers who act now and engage customers proactively will not only drive revenue, but also build lasting partnerships rooted in strategic IT enablement. At the same time, they should collaborate with their financial providers to ensure they are prepared to stock the right equipment. By aligning inventory planning with anticipated demand, resellers can avoid supply shortages and cash flow constraints, positioning themselves as trusted, ready-to-deliver partners.
Sources
¹ IDC, *The Role of the AI PC in Your Next Fleet Refresh *, December 2024, IDC Doc #US52762424.
² IDC, *U.S. Commercial PCD Survey, 2024 — Windows 11 Migration Results *, November 2024, IDC Doc #US52705624.
³ Gartner®, *Market Guide for Enterprise Desktops and Laptops *, March 2024, Gartner® Doc ID G00785058.
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