Martin Kosasih

On the surface, many organisations appear to be focused on a familiar challenge: refreshing devices and preparing for the end of Windows 10 support. But underneath that activity sits something much bigger.

For many businesses, the next 12 months represent a rare opportunity to modernise their entire technology environment. Device refresh programs, AI adoption, cyber security investments and licensing reviews are all converging at the same time, forcing organisations to think more strategically about how technology supports growth, productivity and resilience.

The organisations that approach these initiatives as isolated projects will likely miss the opportunity. Those that view them as part of a broader transformation agenda stand to gain far more than a new fleet of laptops.

AI is moving into everyday business operations

AI has rapidly shifted from being a future consideration to an immediate business priority.

Across almost every industry, organisations are exploring how tools such as GPT, Copilot and AI-driven analytics can improve decision-making, automate repetitive work and create more efficient operating models. What began as experimentation is increasingly becoming operational reality.

The most successful organisations are focusing on practical outcomes rather than technology hype. They are looking at how AI can reduce administrative overhead, accelerate access to information and enable employees to spend more time on higher-value activities.

At the same time, businesses are recognising that successful AI adoption requires preparation. Data quality, governance, security and employee enablement all play a critical role in determining whether AI delivers meaningful value.

The conversation is no longer about whether organisations should adopt AI. It is about how they can do so in a way that creates measurable business impact.

Security remains the foundation

While AI is creating new opportunities, it is also introducing new challenges.

As organisations become increasingly connected and data-driven, cyber security remains one of the most important priorities across the market. Businesses continue investing in endpoint protection, threat detection, identity management and zero-trust frameworks as they seek to strengthen resilience against evolving threats.

Importantly, security is becoming more integrated into broader technology decisions.

Organisations no longer view cyber security as a standalone initiative. Whether they are adopting AI, migrating workloads, refreshing devices or implementing new software platforms, security considerations are embedded into every conversation.

Trust has become a business requirement. Customers, employees and stakeholders all expect organisations to protect data, maintain availability and respond effectively to emerging threats.

As a result, security is no longer simply about reducing risk. It is about enabling confidence.

The Windows 11 opportunity

The approaching end of Windows 10 support is creating urgency across many organisations.

While device refresh projects are often viewed as operational necessities, they also provide an opportunity to modernise broader technology environments. Businesses are evaluating hardware strategies, reviewing procurement models and assessing whether their existing devices can support future requirements around security, AI and productivity.

For many organisations, this is about more than operating system upgrades.

Modern devices provide stronger security capabilities, better performance and improved support for AI-powered workloads. The refresh cycle therefore becomes an opportunity to prepare for the next generation of workplace technology rather than simply replacing ageing equipment.

The organisations gaining the greatest value are treating Windows 11 migration as a strategic initiative rather than a technical requirement.

Helping customers prepare for what’s next

At Virtu, our strategic priorities are closely aligned with the changes we are seeing across the market.

One of our major areas of focus is expanding our AI and security offerings. As organisations seek to balance innovation with risk management, there is growing demand for solutions that help businesses adopt AI while maintaining strong security foundations.

The challenge is not simply introducing new technologies. It is ensuring they are implemented in ways that create sustainable value.

That requires a combination of technical expertise, strategic planning and practical execution.

Supporting large-scale modernisation

Another key priority is helping organisations navigate device refresh and Windows 11 migration programs at scale.

Many businesses are facing significant procurement and deployment requirements over the next 12 months. Ensuring those projects are delivered efficiently, cost-effectively and with minimal disruption is becoming increasingly important.

At the same time, organisations are looking for greater flexibility in how they consume technology.

Traditional purchasing models are evolving as businesses seek ways to preserve cash flow while maintaining access to modern technology. Financing options for hardware and software are becoming increasingly attractive as organisations balance innovation priorities against broader economic pressures.

The goal is to make technology more accessible while helping customers modernise at a pace that aligns with their business needs.

Partnerships matter more than ever

Technology ecosystems continue to become more interconnected, making strong vendor relationships increasingly valuable.

Deepening strategic partnerships remains a major focus for Virtu because it allows us to unlock better pricing, access advanced solutions and create additional value for customers. In a market where technology choices can be overwhelming, strong partnerships help simplify decision-making and accelerate outcomes.

The ability to bring together the right technologies, vendors and expertise has become an important differentiator.

Customers want trusted advisors who can help them navigate complexity rather than simply provide products.

Navigating a changing market

Like many organisations across the technology sector, we continue to navigate a number of external challenges.

Supply chain fluctuations and hardware cost increases remain an ongoing consideration, particularly for large-scale refresh programs. Vendor licensing models continue to evolve, creating additional complexity for organisations trying to optimise software investments and maintain compliance.

At the same time, AI adoption is introducing new questions around governance, security and risk management.

The pace of change can be challenging, but it also creates opportunity. Organisations that approach these challenges strategically often emerge stronger, more efficient and better positioned for future growth.

Making IT awesome starts with customers

One of the most influential pieces of advice I have received as a leader is simple: focus on the client, and everything else will follow.

It is easy for businesses to become distracted by technology, revenue targets or market trends. While all of those things matter, long-term success ultimately comes from creating value for customers.

At Virtu, our mission of making IT awesome is built around that principle.

Being a great technology partner is not about completing transactions. It is about understanding customer challenges, building trust and helping organisations achieve outcomes that genuinely improve their business.

When customers sit at the centre of decision-making, priorities become clearer. Relationships become stronger. Growth becomes more sustainable.

Technology will continue to evolve. New platforms, new threats and new opportunities will emerge. But one thing remains constant: organisations that focus relentlessly on helping customers succeed will always be in the strongest position to succeed themselves.