Redington Gulf, recognized as one of the leading IT distributors across the Middle East and Africa (MEA), has officially introduced its “Reboot 2025” initiative. This forward-looking campaign is designed to assist businesses in transitioning from Windows 10 to Windows 11 Pro, a process made critical by the upcoming end-of-support deadline for Windows 10 on October 14, 2025. With this deadline fast approaching, businesses that continue to rely on outdated PCs face significant challenges, including heightened security vulnerabilities, diminished performance, and increased operational risks. Through Reboot 2025, Redington aims to address these pressing issues by creating a cohesive ecosystem of partners, empowering channel distributors, and raising awareness among businesses to ensure a seamless upgrade to modern, AI-enabled PCs running Windows 11 Pro.
Reboot 2025 is not just an isolated initiative but rather a collaborative effort involving multiple stakeholders. Redington Gulf is working in partnership with Microsoft, Intel, and various original equipment manufacturers (OEMs) to prepare businesses for this significant transition. Together, these organizations aim to provide enterprises with the tools, guidance, and knowledge they need to embrace the advanced capabilities of Windows 11 Pro. The new operating system is not only designed to enhance productivity and streamline operations but also incorporates robust security features and cutting-edge AI-powered functionalities, such as Microsoft Copilot.
A key component of Reboot 2025 is the introduction of comprehensive training programs aimed specifically at channel partners. These training sessions are designed to equip partners with the expertise needed to educate businesses on the benefits of AI-powered PCs and the value of upgrading to Windows 11 Pro. By empowering channel partners with this knowledge, Redington ensures that businesses across the MEA region are better informed and able to make the transition with confidence. This approach also emphasizes the importance of collaboration within the technology ecosystem to drive widespread adoption of innovative solutions.
In addition to educational efforts, Redington Gulf has launched a trade-in program to make the transition more accessible and sustainable for businesses. This program allows organizations to exchange their outdated PCs for newer, AI-enabled devices through Redington’s extensive network of channel partners. By participating in the trade-in program, businesses not only reduce the upfront costs of upgrading but also contribute to a more environmentally sustainable disposal process for old devices. This initiative reflects Redington’s commitment to offering both practical and eco-friendly solutions.
For businesses managing large fleets of PCs, Redington Gulf has introduced device lifecycle management services. These services cater to organizations that may lack the in-house resources to manage device transitions effectively. The lifecycle management offerings include critical processes such as secure data wiping, device configuration, deployment, and ongoing maintenance. By handling these tasks, Redington enables businesses to focus on their core operations while ensuring a smooth and efficient upgrade process.
The collaboration between Redington Gulf and Microsoft highlights the shared vision of leveraging technology to empower businesses. Ronan Smyth, Device Partner GTM Director for Central and Eastern Europe, Middle East, and Africa (CEMA) at Microsoft, stressed the importance of this partnership. He noted that Reboot 2025 is designed to bring together key players in the PC ecosystem—Redington, OEMs, Intel, and Microsoft—to expedite the Windows 10 End of Support refresh. The initiative is not only about meeting a deadline but also about educating businesses on the risks of remaining on outdated systems and demonstrating the transformative potential of Windows 11 Pro’s security and productivity features.
Jeetendra Berry, President of the End Point Solutions Group MEA at Redington Gulf, emphasized the company’s role as the largest PC distributor in the region. He highlighted Redington’s responsibility to ensure the channel ecosystem fully understands the implications of Windows 10’s end-of-support and advocates for the adoption of AI-powered PCs. Berry underscored the positive impact these devices can have on businesses, particularly in enhancing productivity, streamlining workflows, and driving innovation.
Microsoft’s Device Partner Sales Lead for MEA, Frangiskos Lambrinos, echoed these sentiments, emphasizing the importance of Reboot 2025 as a critical initiative for businesses navigating the transition. Lambrinos highlighted the AI-driven capabilities of Windows 11 Pro, including features like Microsoft Copilot, which are designed to enhance efficiency, automate repetitive tasks, and provide a secure operating environment. By adopting Windows 11 Pro, businesses can focus on strategic priorities while maintaining a competitive edge in an increasingly dynamic digital landscape.
Reboot 2025 is a pivotal initiative that goes beyond merely facilitating an operating system upgrade. It represents a unified effort by Redington Gulf and its partners to create a secure, productive, and future-ready business environment in the MEA region. By fostering awareness, offering sustainable trade-in solutions, and providing tailored support for lifecycle management, Redington is ensuring that organizations are well-equipped to embrace the next era of computing with confidence and ease. Through this collaboration, businesses can harness the transformative power of AI and Windows 11 Pro to unlock new opportunities for growth and innovation.