News in the Channel - issue #41

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Issue #41

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COMMENT

Beyond the hype There has been even more hype around AI recently with mega-IPOs in the works for some of the biggest AI companies. But for AI to be the game changer that businesses that use AI would like, it must deliver value.

The US stock markets appear to be heading for a period of mega-IPOs, thanks to a range of AI-focused companies declaring an interest in listing – with even mid-tier companies projected to have valuations in excess of $1 billion. Some, such as Anthropic, creator of Claude, and OpenAI, creator of ChatGPT, could have valuations of more than $1 trillion when stocks start trading. The valuations are mind- boggling and are set to make the owners of the companies, and their investors, hugely wealthy. They will certainly be seeing the value that AI can produce. However, some businesses aren’t finding quite such value from AI. Many businesses are now using AI at some level – and most that aren’t are thinking about using it – but not all AI projects are delivering the value that is desired. Perhaps the most famous example is Starbucks abandoning its AI- powered ‘Automated Counting’ inventory program in its North American stores in May – just nine months after it was introduced – because of the volume of mistakes it made. Starbucks’ woe might be an extreme example, but it is easy for businesses to not derive value from AI if a solution is implemented without proper strategising for what it wants to achieve. This is where

resellers can have a vital role in helping their customers get the value from AI. Read more on p22. Sustainable IT procurement is another increasing priority for many businesses and is often a core criterion in selecting devices as they try to reach their ESG goals. Resellers also have a key role to play in helping customers

Dan Parton

find the right sustainable solution for their needs,

whether that is a new device or, increasingly, one that has been refurbished. Read more on p38. One of the few issues to outrank sustainability is cybersecurity. While the rise of cloud services and hybrid working has brought benefits to businesses and employees alike in recent years, it has also helped to increase the number of endpoints in a business that must be protected against cyberthreats. Endpoint detection and response solutions are increasingly becoming business critical to achieve this. Read more on p30. As always, I hope you enjoy the issue. News in the Channel is for everyone working in the channel, so if you have a topic you would like see covered in a future issue – or you have a press release or opinion column you would like to submit for consideration for publication – please drop me a line at dan@newsinthechannel.com. n

Coming Soon

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CONTENTS

News You should know p8 ASUS Business Beyond Everest p12 Product launches Acer Swift p16 SYNAXON Managed Services p18 Finding value in AI p22 EPOS Audio Consistency p26 Endpoint Detection and Response p30 Sustainable IT procurement p38 Nimans Live 2026 p42 Barco Making meetings easier p45 Cover Story Kyocera: Scan. Store. Print. p46 Arrow Partner development p48 IT refresh cycles p50 Stockies winner Mano Parmar p52 AI brand marketing AI visibility p56 People on the move p58

Finding value in AI – p22

There is a rush among many businesses to adopt AI functions, but care needs to be taken to ensure the solutions are right for the business and will deliver the value they seek – and resellers have a vital role to play.

EPOS – p26

Employees collaborate with colleagues in different workspaces more than ever, with video calls now an established part of everyday communication – but whatever technology is used for it to be as effective as possible requires clear audio.

Endpoint Detection and Response – p30 With AI ensuring that cyberthreats

to businesses are growing at a faster rate than ever before, endpoint protection has never been more. But what are customers demanding of endpoint protection solutions?

Product launch Acer – p16

Acer has launched its Swift Air 14 and Swift Spin 14 AI Windows 11 PCs to help users make the most of AI technology to boost the productivity, wherever they may be working.

ASUS Business – p12

ExpertBook Ultra: how could ASUS evaluate its reliability in a way that went beyond conventional testing procedures? The answer took ASUS higher than Mount Everest.

CONTENTS

SYNAXON – p18

SYNAXON has grown quickly thanks to its focus on helping to make its resellers and MSPs customers’ lives easier through things like SYNAXON Hub. The company aims to make its partners’ lives even easier with the upcoming launch of SYNAXON Managed Services.

IT refresh cycles – p52

Publishing Director Justin Penn 07816 573 186 justin@ newsinthechannel.com Editorial Dan Parton 07941 979 845 dan@ newsinthechannel.com Advertising Sales Martin Jenner-Hall 07824 552 116 martin@ newsinthechannel.com Market Analyst Wickus Bester wickus.bester@ stockinthechannel.com

Refurbishment can help devices such as laptops to reach the end of their lifecycle more effectively, as well as delivering cost and sustainability savings to enterprise customers, as Alexandra Asanache, sustainability solutions consultant at Lenovo, explains.

Sustainble IT procurement – p38

Sustainability is a priority for businesses large and small, which means procuring IT devices that align with ESG goals is becoming more important. Increasingly, this includes refurbished devices.

AI brand marketing – p56

Nimans Live 2026– p42

Many channel businesses are shifting to ranking in AI as part of their content strategy, but as Lewis Early, director of operations at GetCrisp explains, the traditional principles of digital marketing still apply.

Published by: In the Channel Media Ltd Company registration number: 14363401 Registered office address 14-18 Heddon Street,

Nimans held its 2026 Nimans Live Event in Birmingham recently, where the focus was firmly on AI and how it is going to have an increasing influence on communications and the wider channel – and therefore how it needs to be embraced by resellers.

Mayfair, London, United Kingdom, W1B 4DA In conjunction with:

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NEWS

TD SYNNEX appointed distributor for BlueCat Networks

TD SYNNEX has been appointed as a distributor for BlueCat Networks in the UK and Ireland, giving partners access to the company’s leading range of intelligent network operations (NetOps) solutions. The agreement means that partners offering BlueCat solutions as part of their network and security value proposition can call on the extensive experience of the TD SYNNEX security practice, as well as its specialists in infrastructure design and leading vendor technologies. TD SYNNEX will also support partners by providing access to training and business development resources on Bluecat solutions. BlueCat’s range of enterprise-grade DNS, DHCP and IP address management, together known as DDI, and orchestration solutions, along with its network

automation, observability and security offerings, and multi-cloud management, are now available to partners from TD SYNNEX. One of the initial priorities for TD SYNNEX will be to recruit partners for BlueCat’s overlay solution for DNS and DHCP orchestration, Micetro. “BlueCat’s intelligent NetOps solutions add a valuable new dimension to our portfolio. For partners, they provide an excellent opportunity to effectively control network access and security, and with Micetro, the challenges of managing the extensive array of domain names and IP addresses that many organisations now have,” said Scott Rogers, senior director – security, UK, TD SYNNEX. “We’re looking forward to working with BlueCat to extend the reach of its solutions to many more partners in the UK channel.” n

Scott Rogers

uk.tdsynnex.com

bluecatnetwroks.com

SolarWinds updates to Partner Programme

SolarWinds has announced additional enhancements to its Reseller Partner Programme, which offer a clearer, more consistent framework for how SolarWinds rewards investment and growth. By providing predictable benefits across tiers, SolarWinds is giving partners the tools and resources required to grow pipelines, accelerate deals and support customer success. “This latest iteration of our Partner Programme is further proof of our commitment to improve business outcomes for customers,” said Barb Huelskamp, VP of Global Channel Sales and Alliances. “We continue to listen to partners and make specific changes that are aligned with their concerns. We understand that the more we empower our partners, the better equipped they are to solve the evolving and complex issues customers must navigate.”

The new enhancements span four categories: ☀ Benefits – Based on explicit criteria, partners will have access to improved tier-based benefits including an updated and simplified incentive programme with a new long-term rewards center designed to drive continued investment ☀ Enablement – SolarWinds continues to evolve its online certifications and will provide additional monthly webinars and newsletters. Partners will also have access to new specialisations, empowering them in specific disciplines to solve evolving and complex customer issues ☀ Partner Experience – The Partner Portal experience was a point of emphasis in feedback from partners. Now, partners will have access to brand-new portal resources and functionality, including an enhanced

Barb Huelskamp

solarwinds.com

NEWS

NFR process and integration with Salesforce for seamless opportunity sharing ☀ Discounting – SolarWinds is moving from recommended reseller discounts to published, tier-based discounts.

This provides a more consistent framework that helps sales and channel teams align more predictably on programme execution. These enhancements go into effect August 3. n

Tech Xpo dates announced

Tech Xpo, Midwich’s flagship event, will take place at Ascot Racecourse on 21-22 October. Celebrating 15 years of the award- winning technology showcase, the two- day event will bring together leading brands, hands-on demonstrations and expert insight for channel partners, resellers and end users. Visitors will be able to explore the latest solutions across AV, workplace, security, audio, LED, retail and live production, while connecting directly with manufacturers, Midwich specialists and industry experts. Key themes for 2026 will include AI and automation, workplace collaboration, sustainability, retail experiences, security and smart spaces, audio and communication, and immersive live production. Tech Xpo Secure will also return, offering a dedicated security zone featuring live demonstrations and the latest innovations in connected security solutions. Attendees will have the opportunity

to compare technologies side-by-side, explore integrated solutions and discover how Midwich supports partners through technical expertise, finance, project support and specialist services. “Tech Xpo has always been about bringing people together to experience technology in a practical, hands-on way,” said Rachel Curson, experience and events manager at Midwich UK&I. “As we celebrate the 15th edition of the event in 2026, we’re excited to welcome partners, vendors and end users back to Ascot Racecourse for another two days of innovation, collaboration and valuable industry conversations.” Visitors will also be able to connect with representatives from across the wider Midwich UK&I group, spanning specialist AV, broadcast, live production, workplace and security expertise. n

Rachel Curson

midwich.co.uk

2026 themes will include AI and automation, workplace collaboration, sustainability, retail experiences, security and smart spaces, audio and communication, and immersive live production.

Utilize bolsters offering with SonicWall’s unified cyber platform

As cyber threats grow increasingly complex, Utilize requires a security solution that protects networks, endpoints and remote workers while remaining cost-effective. SonicWall’s portfolio delivers the flexibility and automation needed to meet these demands.

Utilize has reinforced its two-decades long partnership with SonicWall to deliver reliable and scalable security to customers across multiple industries. The collaboration now protects more than 14,000 users and allows Utilize to manage over 1,200 SonicWall firewalls from a central platform.

utilize.co.uk

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NEWS

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“Our relationship with SonicWall has gone far beyond the usual customer– vendor dynamic,” said Andy Portlock, group revenue director at Utilize. “The company has consistently adapted its solutions to match our ambitions, making them a genuine part of our journey rather than just a provider.” Spencer Starkey, executive vice president at SonicWall EMEA, added: “Utilize has shown exactly how MSPs can grow smartly, expanding security services while keeping operations lean. We’re proud to support their success with

technology that makes that possible, and we look forward to what comes next.” Utilize manages its clients’ firewalls through Network Security Manager, using Zero-Touch Deployment for faster rollouts and Unified Management for consistent protection. SonicSentry Managed Detection and Response provides 24/7 threat monitoring, while Cloud Secure Edge supports a zero trust approach. The integration of SonicWall billing into Halo PSA has also simplified operational workflows, helping Utilize deliver services more efficiently n

Spencer Starkey

sonicwall.com

Survey shows SMBs seriously concerned about cyberattacks In the past 12 months 45% of SMBs experienced a cybersecurity incident, with 14% experiencing more than one incident, according to ESET’s SMB

ESET SMB Cyber Readiness Index

Cyber Readiness Index 2026 . The Index is based on a global

2026 Global edition

survey of 4,400 SMB decision makers representing organisations with 25-1,000 endpoints across 13 countries in North America, Europe and Asia. The data also reported that 61% of SMBs reported being seriously concerned about cyberattacks, while 75% consider cyberwarfare and global conflicts to be real cyberthreats capable of impacting their business operations. Among cyberthreats, SMBs report the greatest concern with AI powered malware, even though such threats remain relatively rare at present. Overall, the survey highlighted several positive trends. Insurance and compliance requirements are driving stronger cybersecurity practices, and many SMBs have accepted that organisational size does not provide protection from cyberthreats. As a result, businesses appear increasingly prepared to confront attacks. In addition, 68% of SMBs are confident

in their ability to prevent attacks, and 75% trust their cyber resilience when responding to incidents. Meanwhile, 65% are satisfied with their cybersecurity budgets, with an additional 15% reporting

The data shows that 45% of SMBs experienced a cybersecurity incident in the past 12 months, with 14% experiencing more than one incident.

they are “more than satisfied”. Only 11% operate with essential

(minimal) cybersecurity protection and 87% view employee education as very important or critical to cyber resilience, with 67% conducting training more than once per year. Despite these improvements, notable concerns remain. Many SMBs underestimate the seriousness of supply chain attacks and the risks associated with AI enabled tools, including so-called shadow AI. n

NEWS

Kaseya unveils MSP Success unified growth ecosystem

Kaseya has launched MSP Success, a unified growth ecosystem that brings together Kaseya’s most impactful growth and business acceleration programs under one roof: MSP Success Digital Marketing, MSP Success Peer and the Kaseya Community. Designed to help MSPs grow more efficiently and competitively, MSP Success combines marketing enablement, peer collaboration and community engagement into a cohesive experience focused on driving measurable business outcomes. MSP Success is led by Dan Tomaszewski, EVP of channel, and includes leaders like Greg Jones, SVP of MSP Success EMEA and Mike Stodola, VP of marketing enablement strategy. The centre of the initiative, MSP Success Digital Marketing, is a new platform designed to help MSPs accelerate pipeline growth and strengthen their market presence. The platform includes conversion-focused websites, search engine and answer engine optimisation (SEO/AEO), local search

optimisation, content marketing, email and social media campaign tools, reputation management, analytics and reporting, lead capture and appointment booking capabilities and access to a dedicated marketing success specialist. The program offers two foundational solutions, Express and Pro. Express is designed to help MSPs establish a strong digital presence, increase visibility in traditional and AI-powered search results and generate a consistent flow of qualified leads. Pro expands that foundation with advanced marketing automation, conversion tools and strategic support that help MSPs accelerate growth and convert more opportunities into clients. Additionally, Kaseya has brought its global MSP peer programs, TruMethods Peer and Technology Marketing Toolkit, under the MSP Success Peer umbrella. By combining the strongest aspects of both programs, members gain broader perspective, deeper collaboration and access to a more powerful network for solving real-world challenges. n

Dan Tomaszewski

kaseya.com

While MSPs excel at technology, many struggle with marketing in a challenging landscape.

Arrow Electronics extends Bitdefender distribution agreement

Arrow Electronics has extended its distribution agreement with Bitdefender across the UK and Ireland, expanding the scope of its cybersecurity portfolio The agreement includes termed licences across the full portfolio. Previously focused on monthly licences delivered via ArrowSphere Cloud and primarily aligned to the MSP market, the agreement now introduces greater flexibility, giving channel partners more options to address a broader range of customer needs. Channel partners will gain access to a range of security solutions that support prevention, detection and response. The portfolio brings together endpoint protection, XDR, MDR, and cyber risk

management capabilities, alongside features such as dynamic hardening and continuous threat exposure management to support evolving security and compliance requirements. “Extending our agreement marks an important step in our long-standing relationship with Bitdefender,” said Anthony Dobson, regional director for Arrow’s enterprise computing solutions business in the UK & Ireland. “With access to the full portfolio, including termed licences, our channel partners can address a broader set of customer needs. The strength of this offering complements our existing cyber security ecosystem and opens up new opportunities across the UK and Ireland.” n

Anthony Dobson

arrow.com

bitdefender.com

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Beyond Everest: Putting ExpertBook Ultra to the ultimate test

“

When we introduced ExpertBook Ultra, we described it as the most advanced device in the ExpertBook portfolio. That naturally led to an important question: how could we evaluate its reliability in a way that went beyond conventional testing procedures? The answer took us higher than Mount Everest. To explore how ExpertBook Ultra would perform under a unique combination of environmental stresses, we sent the device to an altitude of 8,856 metres — surpassing Everest's 8,849-metre summit. During the journey, the laptop was exposed to temperatures as low as -42.5°C, significantly reduced atmospheric

pressure and the physical demands associated with ascent, descent and landing. Throughout the mission, it remained fully operational. While the conditions were extraordinary, the thinking behind the experiment was straightforward. Traditional durability and reliability testing remains an essential part of product development, providing valuable insight into how devices perform under controlled conditions. However, real-world environments are often less predictable, with multiple variables occurring simultaneously rather than in isolation. For ExpertBook Ultra, we wanted

to understand how the device would respond when faced with a combination of challenges that extended beyond a typical testing scenario. The experiment was designed to do exactly that. Mounted within a specially engineered rig, ExpertBook Ultra was carried into the upper atmosphere by a high-altitude balloon. As it climbed beyond Everest's summit, the device encountered an environment where temperature, air density and pressure differed dramatically from those experienced during everyday use. Following a controlled descent, the structure landed on wet ground at approximately seven metres per second, with the laptop continuing to function as intended. For us, the experiment was as much about validating design decisions as it was about testing environmental limits. ExpertBook Ultra was developed to deliver mobility, performance and reliability in a single device. Its precision-crafted magnesium-aluminum alloy chassis was engineered to provide exceptional rigidity while maintaining an ultralight form factor, helping professionals stay productive wherever work takes them. Reinforced structural design further enhances durability, while the ASUS ExpertCool Pro thermal architecture is designed to support consistent performance during demanding workloads. Taken together, these engineering decisions are intended to create a device capable of delivering dependable performance in a wide range of professional environments. The Everest-altitude experiment provided an opportunity to observe those design principles under conditions that few laptops will ever encounter. Of course, most business users will never find themselves working in temperatures approaching -42°C or at altitudes near the edge of the

atmosphere. Yet reliability is rarely defined by a single extreme event. More often, it is shaped by countless everyday moments — travelling between meetings, working across locations, operating in changing environments and relying on technology to perform when it matters most. That is why reliability remains such

an important consideration in the development of our ExpertBook

devices. It is not simply about meeting a specification; it is about delivering confidence that a device will continue to perform when faced with unexpected challenges. As the most advanced ExpertBook we have ever created, ExpertBook Ultra presented an opportunity to explore reliability in a new way. By taking it beyond Everest's summit, we were able to evaluate its performance under a unique set of conditions and gain valuable insight into how it responds when pushed beyond conventional limits. The result was a simple but reassuring outcome: from launch to landing, ExpertBook Ultra continued to perform exactly as it was designed to do. n

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PRODUCT LAUNCH ACER SWIFT AIR 14 AND SWIFT SPIN 14 AI

Users take flight with Swift Acer has launched its Swift Air 14 and Swift Spin 14 AI Windows 11 PCs to help users make the most of AI technology to boost the productivity, wherever they may be working.

Acer Swift Air 14

Many businesses are looking to boost their use of AI technology in the coming months as they seek to increase productivity and boost profitability, and laptops will play an important role in this. To this end, Acer has introduced two new Swift laptops – the Acer Swift Air 14 and the Acer Swift Spin 14 AI – which feature the latest technology and powerful on-device capabilities to run AI workloads and offer exclusive AI experiences. Acer Swift Air 14 The Swift Air 14 (SFA14-I31) is powered by new Intel Core Series 3 processors and features up to 40 platform TOPS and a dedicated NPU delivering up to 17 TOPS. Plus, battery life of up to 19 hours is available on the Swift Air 14’s fast- charging battery, which can be charged to 50% in only 30 minutes. Available in sage green, frost blue, blossom pink or lilac purple, the laptop

offers an all-aluminium chassis, with 180-degree hinges that allow it to lay open flat. It is also lightweight – only 1.25 kg – and thin at 12.9mm but still durable. The Swift Air 14 highlights images, entertainment, as well as programs for work and school on its 14-inch WUXGA display with 120Hz refresh rates and accurate 100% sRGB colour reproduction. The visuals are complemented by powerful quad speakers sharing immersive 3D spatial audio with DTS X:Ultra. To encourage secure connectivity, the Swift Air 14 features a 1080p IR camera to enhance video calls and ensure privacy. The webcam protects users with secure facial logins via Windows Hello as well as a physical camera privacy shutter. The teleconferencing experience is further enhanced by Acer’s PurifiedVoice technology through AI-aided noise cancellation and visual enhancements with PurifiedView. The Swift Air 14 provides

Acer has introduced two new

Swift laptops which feature the latest technology and powerful on-device capabilities to run AI workloads and offer exclusive AI experiences

PRODUCT LAUNCH ACER SWIFT AIR 14 AND SWIFT SPIN 14 AI

physical and wireless connections with Intel Wi-Fi 6E and Bluetooth 5.3, while it comes with essential ports including dual Thunderbolt 4 Type-C and a Type-A. Acer Swift Spin 14 AI Meanwhile, the Swift Spin 14 AI (SFSP14- I51T) is powered by up to an Intel Core Ultra 9 processor 386H and handles the latest in AI apps and tools with ease. It includes a dedicated NPU with up to 50 TOPS of performance and up to 100 platform TOPS, creating a smoother and responsive user experience that is smarter and more tightly integrated with the user’s workflow. As a result, the Swift Spin 14 AI can handle anything from productivity tasks like editing, multitasking, and video calls to streaming and light gaming — all with minimal lag. It also offers up to 26 hours of battery life for staying productive on the go. The convertible design is versatile, with a 360-degree hinge enabling it to convert into four modes: a traditional laptop for input on the backlit keyboard, presentation and display modes for viewing and collaborating on the touch display, and as a tablet for sketching and note-taking. The aluminium chassis in platinum silver features MIL-STD-810H certification for military-grade durability, ensuring an extra level of protection for on-the-go users. The 14-inch WUXGA IPS glass display features a 120Hz refresh rate for smoother video and graphics. The screen also features multi-touch and an Acer Active Stylus with Wacom AES 2.0 support for convenient navigation, responsive access to apps and precise pen interactions for creating and signing documents and more. Wi-Fi 7 technology and Bluetooth 5.4 provide faster and more reliable connectivity, while the latest peripherals can easily connect via the dual Thunderbolt 4 Type-C, dual USB Type-A, and HDMI 2.1 ports. The laptop also offers

quick power-ups with fast charging of up to 100 Watts DC-in. For boosting security, the 5MP IR camera with a human presence detector and a biometric fingerprint reader support secure logins via Windows Hello. The webcam also features a privacy shutter, and the AI-assisted Acer User Sensing™ detects the users’ presence and protects the devices against unwanted access. Audio and visuals on video calls are crisp and clear thanks to AI-aided noise cancellation via Acer’s PurifiedVoice and visual enhancements with PurifiedView. AI productivity features The laptops offer various features that allow users to make the most of the systems’ AI capabilities. A single click of the Copilot button enables quick access to tools and features based on what users are doing, boosting creativity and productivity with an improved workflow. In addition, the Swift Spin 14 AI is a Windows 11 Copilot+ PC, offering unique AI experiences. Both laptops are powered by a suite of AI tools developed exclusively by Acer to boost productivity and creativity including AcerSense and Acer Intelligence Space, which host features co-developed with Intel like Acer QR Capture, Acer AI Image Generator and Acer Video Speed Controller. n

A single click of the Copilot button enables quick access to tools and features based on what customers are doing, boosting creativity and productivity with an improved workflow.

Acer Swift Spin 14 AI

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SYNAXON

The big easy SYNAXON has grown quickly thanks to its focus on helping to make its resellers and MSPs customers’ lives easier through things like SYNAXON Hub. The company aims to make its partners’ lives even easier with the upcoming launch of SYNAXON Managed Services.

It was late martial artist Bruce Lee who once said “simplicity is the key to brilliance”. Granted, he wasn’t thinking of the IT channel when he uttered those words, but they nonetheless have a relevance to resellers and managed service providers (MSPs) operating today. “What everybody wants to do is to make their life easier,” says Markus Rex, head of SYNAXON Managed Services. “Whatever makes it smoother, easier and more integrated is highly appreciated and in demand.” This includes integrating hardware and software providers, so customers deal with fewer companies when invoicing or sorting out any issues they may have. “Simplicity is the key,” says Markus. It is this approach that informs SYNAXON Hub. “Our customer-first approach is very important and everything in SYNAXON Hub is built around making life easy for the partners,” says Mike Barron, managing director, SYNAXON UK. “For example, we help resellers making bids to vendors. That’s quite a difficult and

potentially long process in distribution. But we simplify that. Even just having somebody be available on the phone, as simple as it sounds, that’s what we try and do. Everything is built to make the journey for the reseller as easy as possible.” This has driven the growth of SYNAXON Hub in the past year. “We’ve put some very aggressive targets in for this year, and we think we can we can reach those,” says Mike. “SYNAXON Hub has really found its place in the market. Resellers, vendors and distributors all get it. They’ve embraced it and are invested in what we’re doing, and they’re helping it to grow.” The UK SYNAXON business also has the power of its German parent behind it. In the past year, the UK operation has been brought more in line with its European counterpart to help create stronger consistency across brands, which has also helped it to grow. This has contributed to an overall positive first half of the year for SYNAXON, which has also included adding several new vendor partners including ASUS, Acer and APC alongside existing partners such as Dell, HP and Lenovo. “One of the highlights of the first half of the year was winning an award from Lenovo, which meant we were one of the five fastest growing partners in EMEA,” says Mike. Channel assessment This growth has come against the background of a wider channel that is facing various challenges. “The

Markus Rex

synaxon-services.com

SYNAXON

enterprise space is performing strongly with data centres, hyperscalers, cloud, cybersecurity and AI-driven solutions all performing well,” says Mike. “The SMB market has been more mixed. A lot of cost pressures and vendor price increases have posed quite a challenge. Of course, AI has also had an influence. All that has created a bit of hesitation in the market and has perhaps delayed the go-ahead on some planned projects. But there is still activity in the smaller end of the market – including some Windows 11 refresh still coming through and driving sales – and we’ve put things in place to mitigate those challenges and we’re ensuring we’re meeting our customers’ demands.”

Once something like AI is there, people will start to use it and that creates more opportunity in the channel.” But increasing use of AI also means increasing cybersecurity risks. “There’s a bunch of sophisticated solutions being made available by vendors, which I think are going to remediate some of the challenges that have been out there over the last two years,” says Markus. “Now vendors are thinking, ‘how can we make this easier, more consumable, how can we make sure that we provide a comprehensive shield and interaction between solutions?’ We have the advantage that the cybersecurity industry is so used to doing these things at a rapid pace, but I personally have never seen it develop this fast before.” While cybersecurity is the top priority, sustainability continues to be an increasing focus. Markus notes in Germany, where sustainability practices are generally more embedded than in the UK, it does play a major role and SYNAXON works with recycling companies to make the recycling process as smooth as possible to help partners meet their sustainability needs. “We are also seeing anything that reduces power consumption – given that the price of electricity is quite high in Germany – is seen as a fantastic plus. Personally, I wish this would be for sustainability reasons although I fear it’s just for wallet reasons, but I’ll take it.” The UK picture is similar, with increasing focus on reducing power consumption, adds Mike. “We partner with vendors that offer a sustainability programme,” he says. “We promote those programmes to our partners including recycling elements and refurbishing devices. A lot of tenders we see now from our partners have an element of sustainability. You have to offer and to be seen to be offering that element when submitting tenders. Sustainability is taken seriously and we embrace it and promote it as much as we can.”

Mike Barron

synaxon-services.com

“

Everyone's got a lot to learn about AI. Future conversations are going to be around helping people to understand why they need an AI PC a lot more than they do now.

”

Mike adds that AI will have an increasing role, especially as more end customers get to grips with what it can do. “Everyone’s got a lot to learn about AI. Future conversations are going to be around helping people to understand why they need an AI PC a lot more than they do now.” Markus agrees: “Is the hardware capability that’s in AI PCs used to its fullest potential as we speak here in June 2026? Definitely not,” he says. “Will this remain the case over the three- to-five-year lifecycle of the device? No.

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AD INGRAM MANHATTAN

SYNAXON

CONTINUED Managed services

Again, simplicity is key to sustainability initiatives. Making things simpler will also be at the heart of SYNAXON’s managed services offering, which will be launched in the UK this summer. “We’re excited about this,” says Mike. “The aim of SYNAXON Managed Services is to give partners a platform to help them grow, to look at more recurring revenue and profitable opportunities and to support their customers more effectively as well. “Our platform will enable them to bring everything into one platform. There’s a saying in Germany that 10 platforms is nine too many. We’re trying to simplify things and remove the barriers to commitment as well. A lot of big vendors have large commitment policies. We’ll take the commitments on and then the MSPs can come in and buy what they need without having to worry about that volume commitment.” Mike adds that SYNAXON term themselves as a ‘master MSP’ – being an MSP for an MSP, giving customers the resources they need to help with their pain points and provide a better service to their own customers. “It is focused on being customer first, listening to what they need and then helping them simplify and deliver for that to enable them to grow faster.” Markus adds that SYNAXON Managed Services has been available in Germany for some years already. “We have well over 750 partners using it,” he says. “We have a 35-people team supporting that effort, which will also be standing behind the UK’s offering. It’s a bilingual team. We designed it from the get-go that we wanted to be able to roll this out in the UK as well. “At the moment we’re invoicing more than 250,000 SKUs every month. We see these macro trends in the partners, such as the difficulty of finding skilled people, so if the solution is easier, it’s easier for them to serve their customers. There are

more customers’ needs coming in and being channelled into the channel, for lack of a better word. “We are signing up on an average every month between 10 and 20 new partners to SYNAXON Managed Services. I’m happy that we are now in the position to expand this offering in the UK. “It is very partner-centric. It’s targeted at the smaller end of the market – MSPs with between one and 25 employees, where it really matters that you have somebody can help you and stand behind you and make your life easier. That’s what we saw crystallise itself out in Germany. Given the number of partners, we have a pretty good understanding of what the markets require. The UK market is a bit ahead compared to Germany when it comes to managed services prevalence, but all our discussions with partners indicates that the demands and needs from the end customers put through those partners are the same.” Markus adds the time is right to launch this service. “Our overarching theme is we want things to make things easier for our partners,” he says. “The life of partners is complicated enough. We don’t want to add to the complication. Anything we can do to make life easier and to establish ourselves as the easy-to-work- with guys is good. We have large teams here, and we can provide significant value to the UK channel.” n

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We are signing up on an average every month between 10 and 20 new partners to SYNAXON Managed Services. I'm happy that we are now in the position to expand this offering in the UK.

”

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FEATURE

Value over hype

AI functionality has developed at an impressive pace and is increasingly being used by businesses across the spectrum. But in the race to adopt AI, while it can bring benefits, there is a risk that solutions implemented quickly do not deliver the value sought. Andy Brown, senior business unit director – data, AI and applications, Advanced Solutions, UK and Ireland at TD SYNNEX, says AI can deliver value to every business. “Used intelligently, it will save time and enhance productivity significantly,” he says. “Indeed, this is already happening and businesses that are not already making use of AI risk falling behind competitors who use it to move faster, respond in more targeted ways, and make better use of their time and resources.

FINDING VALUE IN AI

But Barb Huelskamp, global VP of Channels and Alliances at SolarWinds, notes that for AI to deliver value, it must be tied to a clear objective. “The organisations seeing the strongest results are using it to solve specific challenges: improving efficiency, reducing repetitive work, strengthening operational resilience, or helping teams make faster, better-informed decisions,” she says. "AI doesn’t need to be embedded in every process. The real opportunity is identifying where it can make the biggest impact and focusing efforts there. That’s especially true for channel partners, who are often navigating these questions on behalf of their customers at the same time as managing their own operations. When businesses take that targeted approach, AI moves beyond experimentation and starts delivering measurable outcomes." David Campbell, product manager of modern workplace at Wavenet, says the question is no longer, ‘Should we try AI?’, but ‘Where does AI fit in our operating model, what problems will it solve, and how do we implement it safely at scale?’ “AI only creates value when it is used confidently, safely and with intent. The AI-ready organisation can point to specific moments in its value chain where AI reliably adds value. That might be drafting first-pass documents with consistent structure, summarising complex meeting notes into actions and owners, extracting themes from service tickets, or turning call transcripts into follow-up plans. “For most, AI’s value is acceleration, speeding up thinking, drafting and analysis, while keeping human accountability in place. Get readiness right and the benefits soon start to build, resulting in better quality work, quicker decisions and a more streamlined experience for employees and customers.” AI for AI’s sake With the hype surrounding AI, there is a desire from some businesses to

not be left behind, but this can lead to applications being deployed because they are AI, not for what they do. Anthony Dobson, regional director, sales for Arrow’s enterprise computing solutions business in the UK&I, says with AI the starting point must be what the end customer is trying to achieve and where AI can add value to their business. “In many cases, that comes back to familiar pressures such as improving productivity, reducing manual tasks, making better use of data, supporting teams and improving how services are delivered,” he says. “AI can help in all these areas, but only when it is applied with a clear purpose. “It is not about adding AI for the sake of it, but using it to solve a real problem, improve a process or create a better outcome for the end-customer.” Danny Hemminga, vice president of EMEA partner sales at Tanium, says there’s real pressure to be seen adopting AI quickly, driven by competitive anxiety, board expectations or genuine excitement around what the technology can do. “The risk is that organisations focus on deploying AI rather than on whether the foundations underneath it can actually carry the weight of what they’re asking it to do,” he says. “The most telling sign of this is when organisations ask ‘which AI tool should we buy?’ before they’ve asked whether their data is accurate, whether their teams have real-time visibility, or whether security and IT are working from the same information. Those fundamentals determine whether AI delivers value or just adds another layer of complexity to an already fragmented environment.” Nathan Charles, head of customer experience at OryxAlign, agrees that in many organisations, AI has become a boardroom priority and there can be pressure to demonstrate progress when competitors are discussing their own adoption plans.

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The risk is that organisations focus on deploying AI rather than on whether the foundations underneath it can actually carry the weight of what they're asking it to do,

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23 CONTINUED

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FINDING VALUE IN AI

CONTINUED

“That environment can encourage organisations to focus on the capabilities of a particular tool before they have established how it will support existing business objectives,” he says. “A chatbot that answers questions efficiently may attract attention, although the more important consideration is the role it will play once it becomes part of day-to-day operations. “Organisations are likely to see stronger results when they define the outcome they are trying to achieve at an early stage and use that objective to guide decisions throughout the project.” Ensuring the right solutions Resellers play a vital role in helping customers to ensure that customers get the right solutions for their business. Andy says that AI is raising the bar for what customers think is possible. “They want smarter solutions, personalised interactions and faster responses,” he says. “Partners need to continually adjust their offerings and approach, moving beyond traditional products to AI-driven outcomes that truly solve business problems. “In addition, AI is becoming more embedded into all kinds of solutions, and partners need to understand the positive impacts that this is having for their customers. They need to comprehend how AI works in tandem with other emerging technologies like cloud, security and networking, to support a more connected, end-to-end approach to digital transformation. This is important as it aligns with how customers buy and deploy technology today.” Anthony says the most useful conversations are often about readiness. “Data quality, governance, internal processes and end user adoption all influence whether AI will deliver the expected results,” he says. “Channel partners should be helping end customers understand what foundations are already in place, where there may be

gaps and how success will be measured. This is important because it moves AI away from being an experiment and towards becoming a business investment. “Turning that intent into action is where the right support really matters. At Arrow, we help our channel partners achieve this through initiatives such as our AI accelerator program, giving them the knowledge and confidence to identify opportunities and develop AI services that are grounded in real end-customer needs and the wider business strategy.”

Contributors

Andy Brown

uk.tdsynnex.com

Barb Huelskamp

Nathan adds that questions around ownership, employee adoption and operational processes are often just as important as the choice of AI platform. “Even a well-designed solution can struggle if employees don’t understand how to use it or if it doesn’t fit naturally into existing workflows,” he says. “The most successful projects tend to be those where organisations have a clear plan for implementation and ongoing management from the outset.” Andrew Graham, business development manager at PFU (EMEA) Ltd, says resellers create the most value when they start with the customer’s information and workflows rather than the AI solution itself. “Before discussing models, prompts or applications, they should be asking where information comes from, how it’s captured, how accurate it is and how much manual intervention is currently required,” he says. “Those factors often determine whether an AI project succeeds or struggles. The reality is that you can upload a handful of documents into an AI platform and

solarwinds.com

David Campbell

wavenet.co.uk

FINDING VALUE IN AI

next few years between organisations that built AI on solid foundations – real-time data, strong governance, converged IT and security operations – and those that bolted it onto existing complexity. The former will compound their advantage. The latter will find that AI exposed problems they weren’t

achieve reasonable results. Try doing the same with thousands of inconsistent documents and the hidden costs quickly become apparent. That approach is simply not scalable.” David agrees that organisations need clarity. “To achieve this crystal-clear view, it requires use cases that matter, role-specific enablement and leadership alignment on what ‘good’ looks like,” he says. “Below the tool, you need strong foundations, including identity and device controls, data classification and

Contributors

ready to deal with at that speed. “The partners that thrive in this

Anthony Dobson

environment will be the ones that help customers get the fundamentals right, not the ones that sell the most impressive- sounding AI capability.” Barb adds that the next phase of AI adoption will be defined less by experimentation and more by execution. "As organisations become more experienced with AI, they’ll raise their expectations,” she explains. “They’ll want to see tangible improvements in efficiency, productivity, customer experience and operational performance. That’s where partners play a critical role – and why having the right training and certifications to stay ahead of the curve matters so much. “The opportunity isn’t simply helping customers deploy AI. It’s helping them integrate it into everyday operations, navigate governance and security considerations, and ensure it evolves alongside the business. The organisations that see the greatest long-term benefit will be those that treat AI as part of a broader transformation strategy — built on strong processes, clear accountability and a commitment to ongoing optimisation.” Andrew adds that the conversation is already shifting to AI return on investment. “Organisations are increasingly asking not whether AI works, but why some projects deliver measurable value while others fall short,” he says. “The answer often comes back to information quality. Businesses that invest in capturing, organising and governing information effectively will be far better placed to realise long-term value from AI than those relying on technology alone.” n

arrow.com

Danny Hemminga

tanium.com

protection, role-based access, auditability and a content lifecycle that keeps sensitive information where it should be. “The difference? It’s not budget. It’s whether the organisation is prepared to make AI useful, safe and dependable. It starts with use cases that matter, it continues with role-based enablement, so people learn how to apply AI in the context of their jobs, i.e. how to prompt, how to validate, how to handle data safely, and when not to use the tool at all. This requires strict governance, with clear policies, escalation routes and accountability.” Future growth All commentators agreed that AI adoption will increase. Danny says the conversation is already shifting from excitement to accountability. “The organisations that moved early are now being asked to show what the investment delivered,” he says. “That shift toward measurable outcomes is healthy, and it’s where the real value starts to emerge. “I expect to see a clearer divide over the

Nathan Charles

oryxalign.com

Andrew Graham

pfu.ricoh.com/global

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