HP NEIL MACDONALD INTERVIEW
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is at levels not seen since before COVID. “Everybody knows how people had to procure products through COVID, but now we’re coming to a point where those products need to be refreshed and updated or needs to have more collaborative usability or better security,” Neil says. “HP, along with Poly, are ideally positioned to help partners and end users with a wide range of products.” Windows and AI opportunities As Neil mentioned, one of the biggest changes coming in the market is Microsoft’s refresh of Windows 11. Neil says there about 22.5 million Windows 10 commercial-grade devices in the field currently – and millions more consumer devices. Support for those devices ends in October 2025. “That’s a massive opportunity for our industry,” says Neil. “We work extremely closely with Microsoft, and we build compelling programmes and marketing engagements with our channel partners to optimise the acquisition and the refresh of those Windows 10 customers into Windows 11 grade devices. “We need to capitalise on these opportunities today, because if we leave it until September next year, I have no doubt that that will represent challenges in terms of trying to get all of that product through the factories, so we need to work on that now.” Then there is AI – and this presents even more opportunities for HP and the channel. “AI is a phenomenon of the industry; it’ll be an evolution of computing in the same way that personal computers were 30 years ago,” he says. “This is going to be a massive opportunity
and HP is at the forefront of this technology. For example, we’ve got future-proof devices – new products are coming through with a Copilot button on them, meaning that AI is inbuilt into their capability. We have the broadest portfolio to enable us to do that.” Print There are also plenty of opportunities in the print channel too. HP has recently launched a new range, which seeks to capitalise on the ongoing return to office for many employees – be that on a full-time or hybrid basis. “We have a great printer lineup at the moment with more A4 devices coming into the market now,” says Neil. “It’s a great time for us at HP as we have the most modern product portfolio at a time when the market is poised for phenomenal growth. “There’s certainly a return to office, which is becoming more prevalent in people’s considerations, and it has become a more noticeable trend in the past couple of months with our channel partners and customers alike. We are also starting to see more interest in the print part of our business; not just with an increase in print volumes, but more around the refresh of existing fleets in the field today; customers want to optimise their print operations from a productivity, document management and security standpoint. We’re definitely seeing that starting to trend in our business. With printers, it isn’t just about refreshing the fleet, but upgrading it too. “Customers need more energy-efficient and secure devices in their offices,” says Neil. “As they come to market, we’ve got a very compelling proposition that we can capitalise on with our long-standing relationships with our channel partners.”
Then there is AI – and this presents even more opportunities for HP and the channel. “AI is a phenomenon of the industry; it’ll be an evolution of computing in the same way that personal computers were 30 years ago. “
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