Windows 11 refresh: Channel leaders talk revenue opportunity, customer readiness, and sales strategy
How are channel partners handling the Windows 11 refresh? Several bosses tell CRN how they’re preparing customers for the looming October date
The Windows 10 end-of-life date on October 14 is creeping closer. But are businesses adequately prepared?
Earlier this year Microsoft announced that 2025 would be the year of the Windows 11 PC refresh as the tech giant will no longer be bringing out security or feature updates for Windows 10.
A device refresh signals revenue opportunity for channel partners helping customers make the migration, especially with growing sales in AI PCs.
But how ready are businesses for Windows 10 to end in less than a month?
CRN speaks to channel leaders to find out.
Geoff Wing, CRO, Arc
How has the announcement of Windows 10 end-of-support in October 2025 affected your upgrade and sales strategy?
The Windows 10 end-of-support deadline has fundamentally reshaped our upgrade and sales strategy over the past 12 months. It’s no longer a case of ‘if’ clients will upgrade but instead about how quickly - and how smartly - they can do it.
Conversations with our customers regarding this began as part of our account review and road mapping process through our account teams some 12 months ago or more. Naturally, these conversations have evolved through the lifecycle of this issue and we’re now working with customers that haven’t - or couldn’t - move previously to discuss support options moving forward, mapping out refresh plans aligned to budgets, device compatibility, and broader digital transformation goals. For some, it’s a straight hardware uplift; for others, it’s a chance to rethink their entire endpoint strategy, including form factor, mobility, security, and now AI-readiness.
From a sales standpoint, we’re being far more consultative, helping clients make informed, staged decisions rather than blanket replacements; the deadline is fixed, but how businesses respond to it can create real competitive advantage, and that’s where we’re focused.
What proportion of your customer base is still running Windows 10, and how concerned are you about their readiness to migrate?
A significant number of end devices across our entire customer estate were still running Windows 10 around eight months ago; this has since significantly reduced as we’ve been working closely with our customers.
That being said, there are still a large number of machines out there than either us or our customers would like; this is due to a range of reasons including custom applications or, in some cases, budget constraints in the current market.
Are you seeing urgency from customers to upgrade to Windows 11, or are many taking a ‘wait and see’ approach?
Most of our customers have already made the jump to Windows 11. Our account engagement approach ensures consistent reviews and road mapping, so we have been discussing this for some time. Most customers are ahead of the game and see it as non-negotiable for security and productivity, but there’s still a chunk taking a ‘wait and see’ approach, questioning if the upgrade is really that urgent, and are planning to lean on Extended Support Updates for now. And then, of course, there’s a much smaller and quieter group that’s yet to engage at all.
Our approach is to proactively support all clients through this spectrum, ensuring those ready to move quickly have the right plans in place, while closely monitoring and guiding those who need more time so that no one gets left behind as the October 2025 deadline approaches.
Do you see this transition as a revenue opportunity or a margin squeeze?
The transition from Windows 10 to Windows 11 undeniably presents a complex mix of revenue opportunities and margin challenges. Technically, the accelerated upgrade cycles and evolving hardware requirements (especially with AI-readiness and security enhancements) are driving increased demand for device refreshes, compatibility assessments, and migration services. This fuels growth but also creates margin pressure due to supply chain constraints and the need for careful project management.
From a customer perspective, it’s not just about replacing hardware; it’s about aligning upgrades with broader IT strategies that enhance security, productivity, and futureproofing. Our role as an MSP is to navigate these technical complexities while crafting tailored, phased plans that optimise spend and minimise disruption. In doing so, we transform potential margin squeezes into value-driven partnerships that deliver measurable business outcomes.
How does the end of Windows 10 support impact your hardware refresh pipeline and forecasts?
The end of Windows 10 support has become a real trigger point for investment. It’s pushed hardware refreshes up the agenda and opened the door for bigger conversations around digital workplace strategy. Our role is to help clients turn what could feel like a forced upgrade into a smart, forward-looking move.
We’re seeing a significant uptick in hardware refresh activity as organisations realise that many of their existing devices either don’t meet the requirements for Windows 11 or aren’t fit for the modern workplace. That’s creating pressure on budgets, supply chains, and internal IT teams, especially where refreshes weren’t originally forecast for this cycle. Our focus at Arc is helping clients approach this strategically, building out phased, cost-effective deployment plans that reduce disruption and align with their long-term IT roadmap. For many, it’s also an opportunity to modernise: move to more energy-efficient hardware, re-evaluate endpoint management, and take a step forward in terms of security and user experience.
Is this creating new consulting or managed services opportunities for your business?
Over the past year, the majority of our work has been with our existing client base. Our account teams have been engaging with customers to plan for upcoming changes, outline the potential impacts for their organisations, and guide them through smooth and successful migrations. Where new opportunities have emerged, these have largely been in providing professional services to support migration projects or in supplying the hardware needed to enable those transitions.
Tim Griffin, CEO, Exertis IT
How has the announcement of Windows 10 end-of-support in October 2025 affected your upgrade and sales strategy?
At Exertis, our sales strategy was to educate our customers around implications of the Windows 10 support ending, to answer any compliance concerns they had, and offering them an early pathway to Windows 11 migration. It was a priority of ours to ensure that partners had a clear path to future Windows capabilities and support for their businesses.
What proportion of your customer base is still running Windows 10, and how concerned are you about their readiness to migrate?
We repositioned our stock inventory to Windows 11 devices at an early stage after the Windows 10 news was announced, so our key vendors have based our stock and inventory on Windows 11 deployment. This means that we’ve mitigated the risk with customers purchasing the most up to date devices possible, capable of running on the Windows 11 platform. We planned ahead and maneuvered early by stocking only the lines which will affect their future business patterns.
Are you seeing urgency from customers to upgrade to Windows 11, or are many taking a ‘wait and see’ approach?
We’ve seen an uplift in the market over the past few months when it comes to refreshing to Windows 11 devices; however, I’d say there’s been steady growth in interest rather than urgency. Our breadth has increased on Windows 11 deployment and purchases, which shows that more and more partners are now actively considering their upgrade paths.
Do you see this transition as a revenue opportunity or a margin squeeze?
We want to make sure that our customers are fully enabled and capable to move forward, and have the right inventory in their estates; allowing them to easily navigate the future technology. Inevitably, it’s a major inflection in the market that brings forward investment, but doesn’t materially increase the size of the hardware market, albeit ASPs should rise, in the long term.
How does the end of Windows 10 support impact your hardware refresh pipeline and forecasts?
We established early that Windows 11 compliant devices were paramount (even with regards to refurbished devices which we sell), so this has not affected our pipeline.
Is this creating new consulting or managed services opportunities for your business?
As a specialist distributor, part of our role is guiding our partners through this process.
Ben Smoker, CEO, Sota
How has the announcement of Windows 10 end-of-support in October 2025 affected your upgrade and sales strategy?
The announcement has energised our upgrade strategy. It’s created a clear timeline that allows us to proactively engage customers with tailored desktop refresh plans. We’ve aligned our sales efforts to support this transition, offering bundled solutions that combine hardware, software, and support to make upgrading seamless and cost-effective.
What proportion of your customer base is still running Windows 10, and how concerned are you about their readiness to migrate?
Only a small percentage of our customer base is still operating on Windows 10 and planning the upgrade path. The vast majority have either migrated or are actively mid-transition. Thanks to our desktop refresh plans and readiness programme, customers feel well-prepared and confident.
Are you seeing urgency from customers to upgrade to Windows 11, or are many taking a ‘wait and see’ approach?
We’ve been actively informing our customers about the Windows 10 end-of-support since Q3 2024, and again throughout 2025. Most have responded positively and have been working closely with our service desk all year to plan and execute their upgrades. Naturally, there will always be a few who prefer to wait until closer to the deadline, but overall, we’re seeing strong momentum and a clear sense of urgency from the majority.
Do you see this transition as a revenue opportunity or a margin squeeze?
While desktop hardware no longer offers the margins it once did, the transition has opened up valuable conversations with our customers about future refresh plans. It’s also created opportunities to introduce advanced end-user device security, such as Next-Gen Anti-Virus and, in some cases, Managed Detection and Response (MDR). So, while it may not be a major revenue driver in terms of hardware, it’s certainly helping us deepen relationships and expand our services portfolio.
How does the end of Windows 10 support impact your hardware refresh pipeline and forecasts?
The end of Windows 10 support has certainly boosted our hardware refresh pipeline. While traditional desktop margins remain tight, the transition has created meaningful engagement opportunities with our customers. Many are prioritising devices that meet Windows 11 requirements, and we’ve seen growing interest in Copilot+ PCs, which offer enhanced productivity through built-in AI capabilities.
Is this creating new consulting or managed services opportunities for your business?
Absolutely. We are expanding our consulting offerings to include readiness assessments and managed upgrade programmes. As a result, we’re not only forecasting increased demand for modern, secure, high-performance PCs, but also seeing new traction in managed services, particularly around endpoint protection and advanced security solutions. We’re also introducing our break-fix services to ensure minimal downtime or disruption for any end-user devices, helping customers maintain business continuity throughout their upgrade journey.
Lee Robinson, MD, Meta Eagle
How has the announcement of Windows 10 end-of-support in October 2025 affected your upgrade and sales strategy?
We have written a custom application which analyses our RMM data and writes a custom report for the customer breaking down clearly. How many devices are on Windows 11? How many devices can be upgraded? How many will need to be replaced?
As well as looking at the technical requirements to run Windows 11 (RAM/CPU/Storage/TPM) we also have the ability to 'flag' certain machines that do not meet our minimum requirements and, while in theory can run Windows 11 we feel should be earmarked for upgrade. Fed with our recommendations our application will flag the machines or we can manually flag them if required.
What proportion of your customer base is still running Windows 10, and how concerned are you about their readiness to migrate?
Under ten per cent of our customers are running Windows 10. I am not concerned about the readiness to upgrade; all of our customers are able to upgrade to Windows 11. We either established this top end of the year when we undertook our initial discovery or have since implemented projects to decommission legacy applications/servers which means all of our customers across all of their estate can run Windows 11.
Are you seeing urgency from customers to upgrade to Windows 11, or are many taking a ‘wait and see’ approach?
Some of our customers are quite relaxed at the fact Windows 10 is going EoL. We have, however, not given them a choice, we are not contacting them and asking ‘if’ they want to upgrade. We are contacting them with either a plan of how we are going to upgrade, or the plan of what machines must be replaced.
Do you see this transition as a revenue opportunity or a margin squeeze?
Inherently doing right by our customers and ensuring they are up to date and compliant will see an increase in hardware revenue. Customers which do not need to purchase hardware and can upgrade existing will squeeze margin when we consider time (we perform this under support at no extra cost). Which is why we have automated a lot of the process. Ultimately it will be a profitable exercise.
How does the end of Windows 10 support impact your hardware refresh pipeline and forecasts?
Its impact is positive from a revenue perspective as ultimately it will lead to more hardware sales.
Is this creating new consulting or managed services opportunities for your business?
It has generated inbound enquiries about replacing machines and how we can streamline the process with procurement, finance and automating deployment with elements such as MDT/Autopilot and Intune.
Rob Young, CEO, Infinity Group
How has the announcement of Windows 10 end-of-support in October 2025 affected your upgrade and sales strategy?
The announcement has seen us change our messaging approach, moving towards proactive engagement. We’ve targeted clients from early in the year with information about what the change means for them, focusing not just on the current upgrade but futureproofing their infrastructure long-term. We’re leveraging this moment to deepen customer relationships by positioning ourselves as strategic advisors, not just IT providers.
What proportion of your customer base is still running Windows 10, and how concerned are you about their readiness to migrate?
We’ve found most clients are already on Windows 11, though a small proportion are using Windows 10 on some devices. While some have migration plans in place, many are underestimating the urgency. So, there is concern, specifically around the business disruption that could occur if upgrades are rushed last-minute. This is a particular worry for small businesses with limited IT resources.
Is this creating new consulting or managed services opportunities for your business?
Absolutely. Many customers are overwhelmed by the complexity of the transition, and that’s where we come in. Managed services around patching, compliance and device lifecycle management are seeing strong uptake, especially among lean IT teams. We predict this to continue as we get nearer to the end of October deadline.