18 01732 759725 HP used CES 2025 as the launchpad for a raft of new devices with a strong focus on AI and sustainability. Here, we ask Neil MacDonald, HP UK & Ireland Senior Channel Director, about the new products and how resellers can maximise opportunities in a reviving PC market. should be focusing on is educating customers – highlighting the tangible benefits of upgrading, including AI-driven productivity gains, security enhancements and environmental impact reduction. 2025 is a massive year for refresh cycles, with the Windows 11 shift and the everyday use of AI, so it’s important to have conversations with customers now to make sure they are making the best choices to be future-ready. One of the ways to help educate customers is to leverage HP Amplify AI. Through this tool, resellers can utilise HP’s training, tools and certifications to build expertise and better address customer needs. It’s also important to tailor solutions by focusing on industries and roles and what devices would benefit them most e.g. AI-powered devices for data analysts and creative professionals. It’s vital resellers create comprehensive bundles, pairing devices with the right accessories and services to make sure customers are getting a future-ready solution that matches their exact needs. Other ways in which HP supports resellers include initiatives like Amplify Growth Plays, which offers incentives for strategic investments, and Amplify Impact, which provides tools to integrate sustainability into their offerings. TR: At CES, HP launched a raft of new PC products for business under the overarching theme of the Future of Work. What do you mean by this concept and how do your new products support the Future of Work? NM: The ‘Future of Work’ is about empowering businesses and individuals to be more productive, collaborative and innovative in an increasingly digital and hybrid world. At HP, we’re leading this transformation by embedding AI capabilities into our devices, enabling smarter and more efficient ways of working. For example, our EliteBook Ultra G1i features advanced AI capabilities that optimise user experiences, such as real-time noise reduction for calls and automated performance tuning. Similarly, our ZBook Ultra G1a 14 workstation is designed for professionals TR: In what areas do you expect to see the greatest growth in 2025? NM: AI-powered PCs are leading the charge. As the AI market matures, the demand for devices capable of harnessing AI-driven features is growing rapidly. In our consumer lineup, AI capabilities are already a strong selling point, and with the recent launch of the EliteBook Ultra G1i, the world’s most immersive AI business notebook, we expect demand to soar in the enterprise space. Workstations are another area of focus. Data scientists, engineers and other professionals who rely on intensive computing power are among the earliest adopters of AI technologies. Our ZBook Ultra G1a 14, the most powerful 14-inch mobile workstation available, is tailored to meet the needs of these demanding users. On top of this, we’re seeing a significant shift in customer preferences toward sustainable technology. This is where HP Renew and our Certified Refurbished range play a critical role. HP Renew allows businesses to extend the lifecycle of their technology by refurbishing existing hardware or purchasing Certified Refurbished PCs that meet the highest quality standards while reducing electronic waste and supporting circularity goals. The expansion of our Certified Refurbished range is a significant opportunity for resellers. It allows them to offer cost-effective, high-quality solutions to customers who are both budgetconscious and environmentally aware and it enables them to position themselves as leaders in sustainable IT. This includes promoting refurbished devices as part of sustainable procurement strategies and integrating them with HP’s recycling programs. Such comprehensive lifecycle solutions resonate strongly with today’s eco-conscious buyers, helping resellers differentiate themselves in a competitive market. TR: What else should resellers be doing to boost PC sales – and how is HP helping them to maximise the opportunity? NM: The most important thing resellers Technology Reseller (TR): The PC market has had a difficult time of late. Are you expecting it to recover in 2025, and if so, what factors will drive sales growth? Neil MacDonald (NM): We are optimistic that the PC market is set to rebound in 2025 due to a combination of technological, economic and workplace factors. Firstly, the transition from Windows 10 to 11 is driving businesses to upgrade to newer devices that can meet modern software and security requirements. This milestone is expected to drive significant refresh cycles across industries. Secondly, AI-powered PCs are no longer a luxury – they are becoming a necessity. These devices deliver real-time data analysis, automated workflows and personalised experiences that are transforming business efficiency. Businesses that invest in these devices will stay competitive and become future-ready. This also plays into the hybrid work model we’ve moved into, with the demand for flexible, high-performance devices capable of seamless transitions between home and office environments continuing to grow. COVER STORY Neil MacDonald Q&A
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