Win with Westcoast key takeaways: Why 2024 will be a winning year for the technology channel

On Thursday 23rd November, we hosted our annual Win with Westcoast event, providing our partners with insights into what 2024 holds for the technology channel – and how to capitalise on the opportunities. The sessions included forecasts from market analyst Canalys, inside knowledge from technology leaders within our vendors, as well as our own expertise from across the channel. Insights shared by these experts identified four megatrends in the channel for 2024!

Where we’ve been – and where we’re going to

2023 came with its challenges. A difficult economic climate with sky rocketing inflation and interest rates saw a cutback in IT buyer spend and a downturn in sales for technology giants. And, while the economic forecast for 2024 still hangs in the balance with predictions that we will not begin to see rates fall until the middle of 2024 (at the earliest), there is a strong light at the end of the tunnel for technology partners and real opportunities for growth.

Major technology vendors are now choosing to go through the channel, with OEMs such as Dell and Microsoft Surface actively encouraging and incentivising direct sales through it. Leveraging it in this way not only allows them to cost-effectively expand their market share, but brings with it growing sales for our partners.

There are other significant windows of opportunity. Research shared by Canalys Vice President and keynotes speaker, Rachel Lashford, shows businesses and government are anticipated to spend $4.7 trillion¹ on technology and Telco in 2024.

Mega trends and opportunities in 2024

Insights shared by our market experts identified four megatrends in the channel for 2024.

1. Gen AI for the everyday
   
   In 2024 Gen AI will be more than just a buzzword – it will be life and business changing. It has the potential to accelerate workflows, removing mundane tasks so users can focus on adding value to their roles. By 2028, GenAI is expected to represent a $158 billion¹ opportunity. Businesses will be looking to partners for technology, guidance, and support, to help implement AI within their organisations. As Gen AI becomes a must-have for your customers’ success, at Westcoast we’ve invested in our own AI capabilities so our experts can help you provide the solutions and value-add services your customers will need to confidently power their businesses into the future with AI.

   
   

2. An accelerated move to Windows 11
   
   With Windows 10 reaching end of support in 2025, organisations will be seriously considering how they navigate their Windows 11 migration in 2024. It’s estimated that millions of devices will not be compatible with the latest OS. This presents an opportunity to take a layered sales approach to your customers’ IT estates through devices, SaaS offerings and ongoing services.

   Westcoast’s long history and close relationship with Microsoft makes us an ideal partner to realise the Windows 11 opportunity in 2024. We can support you in delivering the devices, software and services needed to make the most of this layered approach to Windows 11 sales.
   
   

3. Time to renew and refresh – AI PC era
   
   2024 brings a new PC era, giving partners the opportunity to get back to black with sales. This will largely be driven by the start of a new refresh cycle four years on from the digital transformation seen during covid, and the emergence of AI-powered PCs into the market. Plus, the rise in return-to-work mandates will see businesses look to re-equip their workspaces.

   As the UK’s largest distributor, growth is our obsession! Westcoast is committed to helping you grow too in 2024. Whether that’s through our ‘Office Return Bundles’, or by securing sales through our Bid Desk team.
   
   

4. Growing value with services and support
   
   Beyond the millions of device sales up for grabs from the Windows 11 upgrade, add-on services and support will be crucial for growing revenue as time-poor business look for guidance and consultancy. According to Canalys, for every $1 spent on technology, it’s anticipated that the channel will deliver another $2 in services and support¹. Partners that succeed in 2024, will be those providing customers with a strong value-add offering.
   
   We’ve invested heavily in our own services capabilities so we can help you deliver an end-to-end approach for your customers, right through from initial consultancy to delivery, implementation, and ongoing support. We also offer initiatives that align with a business’ sustainability objectives, support with technology training, and much, much more!
   
   

Westcoast: Support partner of the channel

In 2024, your customers will be looking for partners that understand them and their challenges.

As the UK’s largest distributor, growth is our obsession – and 2024 is no exception. We’ve invested in our own services and AI capabilities so you can stay ahead of the rapidly evolving technology landscape. We can provide the expertise you need to excel in all areas, acting as an extension of your team to guide you and your customers. We provide the technology, vendor partnerships and specialists to support you at every step of the sales journey and beyond.

If you’d like to discuss any of the mega trends or to find out how we can help you win in 2024, contact your Westcoast account manager.

¹ Canalys estimates, July 2023.

²Copyright Canalys 2023. All rights reserved. Please ask [email protected] for permission to reuse. Partners can also access all Canalys content for free, including in depth reports on some of the issues covered by joining their partner community, Candefero. https://www.candefero.com/#who