Partner content: Insight's Jonathan Scott on being a Microsoft Surface reseller and its Copilot promise

CRN sat down with Jonathan Scott, leader of Insight’s Microsoft Surface strategy for the UK and Europe, to discuss how they are meeting a growing demand for more capable devices as we enter the AI era.

Jonathan Scott is well versed in all things Microsoft. He understands the value in an integrated enterprise technology stack, across data, productivity and endpoint devices. He's ideally positioned to help Microsoft communicate the value of their Surface solutions to end user organisations, and, on the other hand, wrestle with the myriad challenges and priorities of his customers. It's a consultative role built on trusted relationships nurtured over multiple years.

For Scott, there's never been a better time to sell Surface,

"I think one of the top things we tend to see is, and this is what has shifted over the past few years, is a move towards quality. If we go back a few years to the pandemic, there was a huge demand and people bought whatever devices they could because of a lack of supply.

"They bought quite cheap poorly made devices that have fallen apart. And we're seeing the pivot towards the premium segment, the higher-end devices that are better built, have better warranties, have support and things that go on for five, six, seven years. So, I think the quality side of it tends to be one of the biggest drivers these days."

Thinking intelligently about cost

In an economy where budgets are being squeezed and every expense needs to be justified, Scott says his customers are starting to think more strategically when it comes to cost. While Surface devices may cost more upfront than alternatives, he promotes the importance of considering the total cost of ownership (TCO).

"Cost is still really important to customers but we're finding we can look at things like TCO or retained value to try and build that quality story.

"Surface devices are built to last and retain their value.The customer can either keep devices as an asset or we can even look at things like leasing models where they're only leasing that initial proportion of the value."

Insight have also found cost benefits in reduced maintenance needs, not to mention the importance of minimising downtime amongst increasingly remote workforces.

The Microsoft difference

Microsoft's integration, innovation, and high-quality execution mean resellers would be wise to consider adding Microsoft Surface to their offerings. They look set to continue growing their market share, alongside their partners in the channel.

As a reseller, the product is key, but the quality of vendor support is also a vital component to a long and profitable business partnership. Scott is emphatic here too.

"We work with 1,000 different vendors, partners, and manufacturers. The experience varies wildly. I've got to say, in my experience, the Microsoft Surface team has been one of the best and it does feel like a two-way street – there's give and take. We get very good support from the Surface Sales Specialists (SSP)."

A good product and effective support can get you a long way in the channel, but in a space as competitive as endpoint devices you need strong. For Microsoft, it's about exploiting their dominance in the software and cloud spaces.

"A couple of things make a big difference. Firstly, we have a pretty sizeable Microsoft customer base – that might be Microsoft security, it could be Azure, or Microsoft 365. This helps us identify clients that are probably going to have a higher propensity for Microsoft tech and allows us to have that conversation early.

"Using our customer base and the tools Microsoft have given us has made a huge difference. And that happens locally across Europe, as well with different events, different types of marketing, different translations. It has all helped us build that essential go-to-market plan together and grow the business over time."

Form & function

This is supported by competitive marketing and core rebate support. It is not just the increased demands of changing working cultures that is driving this, but generational shifts too.

"There is now a demand for a better device. This is something you're spending eight or nine hours a day with. Younger employees coming into the business or more portable workforces want a nice device to work from.

"We particularly see this in the corporate businesses that want to attract talent or want an impressive looking device. It makes a huge difference."

A sustainable approach

Shifting customer priorities extend to sustainability too. Microsoft Surface are particularly proud of the work they've done to reduce the carbon footprint of their devices and improve visibility of the entire supply chain. This not only benefits the environment but Insight's bottom line as well.

"We're seeing greater attention being paid to the carbon footprint of a device when it's being produced as well as its power draw over time.

"And then, more recently, we're seeing additional focus on the materials that devices are made of – whether that's things like recyclable packaging, minimising the use of virgin plastics or, something I don't think is discussed enough, making things out of metals. Magnesium and aluminium are essentially infinitely recyclable, unlike plastic. Most of the Surface range is made from these metals."

These sustainability credential extend to the repairability and support periods too.

"Microsoft guaranteeing updates for six or seven years, the availability of parts, and the ability to just repair devices yourself all make a difference, particularly as we are seeing clients stretch that device life cycle out a little bit longer."

Microsoft Copilot & AI

However, one topic above all others looks set to incentivise large scale endpoint refreshes: AI. Scott and Insight are heavily invested in this new AI era.

"Insight as a business is all in on Copilot and AI. That means both internally for our staff, our sales teams, our users, and for our clients. We have this mantra about how Surface powers Copilot. Conversations around Copilot can lead to conversations around Surface and vice versa.

"We're seeing that natural pairing. Now is the time for devices with an AI chip and the Copilot button that can help you remain competitive and make life a little bit easier for your users."

This exemplifies Scott's experience of Surface across the board. It's about unlocking the best of Microsoft in all areas.

"Whether it's Copilot or Microsoft 365, I really want to press home this idea that you get the best experience with Surface. So, that's Microsoft 365, or Copilot, or the security tools like Copilot for Security.

"That's important for both us and my strategy but it's huge for client demand as well. I think that needs to stay front and centre and it's only becoming more polarised with Copilot.

For Microsoft the Surface division is not just about the AI revolution, it's driven by iterative evolution too. Their Partner Advisory Council at their headquarters in Seattle invites resellers big and small – including Insight's Jonathan Scott – to offer regular feedback to inform the next generation of Surface products. Small improvements like brighter screens to aid in sunny environments, and more easily replaceable components all contribute to a better user experience and a more appealing value proposition for resellers.

Much of the hype surrounding AI will take time to bear fruit for most in the enterprise space. Yet, Microsoft's Copilot solutions are already offering more immediate and accessible benefits for users at all levels.

Microsoft Surface are well placed to lead in the era of AI and remote working dynamics in which we now find ourselves.

To find out more about the benefits of being a Microsoft Surface partner click here.

This post is sponsored by Microsoft.