EXPERT SPEAK technical mentoring partners that need to develop real cloud expertise.
It also requires simplifying cloud cost management by offering FinOps expertise, cost optimisation tools, and practical guidance on managing consumption-based pricing.
Strengthening security and compliance support is just as critical, ensuring that partners can confidently address the increasing complexity of hybrid and multicloud environments. The growing importance of cloud marketplaces also means distributors must provide seamless access to vendor programmes, financing options, and lifecycle services that make it easier for partners to deliver comprehensive solutions.
By embedding these elements into their core offering, distributors transform from traditional supply chain facilitators into strategic enablers of cloud success. The difference between those who take on this role and those who do not will determine the future of distribution in the IT channel.
The way technology is consumed has changed – and so must distribution. This is no longer about moving products but strategy, enablement, and delivering measurable business value. The research is clear: partners want to embrace the cloud but need the right support.
What we have seen in business is that once you start offering training, financial enablement, and technical expertise,
Why Windows 10 end of life is opportunity for channel
Windows 10 will reach end of life on October 14, 2025, creating a critical security inflection point for businesses delaying migration to Windows 11. Findings from NordStellar, a threat exposure management platform, reveal that 59 % of systems affected by infostealers in December 2024 still run Windows 10, putting a large pool of machines at greater risk of effective attacks as the operating system eventually ceases to receive technical support.
Once an operational system reaches this deadline, it no longer receives any security updates, vulnerability patches, or support from the software creator. These vulnerabilities are widely known and often exploited. Infostealers can be coded to target these weaknesses more efficiently, resulting in more effective attacks against outdated systems.
Market share data and NordStellar findings on systems affected by infostealers reveal that the Windows 11 adoption rate has been increasing since November 2024. Despite the growing numbers, the adoption rate is still too low at this point, meaning many enterprises are still at risk.
Migrating to a new operational system takes time. Based on the current adoption rate, we estimate that approximately 30 – 40 % of systems may still be running Windows 10 when it reaches end of life in October, creating a substantial attack surface for cybercriminals. We saw a similar pattern of delayed migration with Windows 7.
Infostealers are just the tip of the iceberg regarding threats emerging from outdated operational systems vulnerabilities. Malware and new data exfiltration and exploitation techniques are some of the concerns enterprises should bear in mind if they are still dragging their feet to migrate to Windows 11.
Considering just how many enterprises might still be running Windows 10 after its end of life, there is a high possibility that we will see a growth in various cybersecurity incidents if businesses continue to delay migration. Outdated operational system vulnerabilities will function as a helping hand in increasing the effectiveness of cyberattacks that can result in data leaks.
Vakaris Noreika, Cybersecurity Expert, NordStellar
For years, distribution was about availability. Today, it is about value.
distributors become a true trusted advisor for partners. I believe those players who remain passive will be left behind. The channel is moving forward, and hiding is no longer an option. •
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