George Lutkitz, SVP, Product Management
The Endpoint Solutions Partner Summit in Greenville, South Carolina, marked a defining moment for our team, our partners, and the broader industries we serve. It wasn’t just our inaugural event it was a signal of change. This event challenged us to rethink what “endpoint” really means and how, as a channel, we show up to meet this evolving moment.
Historically, endpoint solutions has been treated as a series of categories: PCs, print, power, AV. At best, they’ve been aligned. At worst, they’ve been siloed. But we’re no longer operating in a world where that model fits. The needs of customers have changed, the technology stack has changed, and today, we’re in a stronger position than ever to shape how this conversation unfolds.
That’s why this summit wasn’t just a conference, it was a rallying point. A moment to bring it all together where we created space for cross-category visibility, giving partners new ways to think about endpoint, not as isolated products, but as an integrated, outcome-driven ecosystem.
And that shift is what I want to unpack here, the five biggest takeaways that I believe will shape how we think, talk, and deliver around endpoint in the months and years ahead.
1. Reboot the Definition: Endpoint is Now a Strategy, Not a SKU
For decades, endpoint has meant “device.” But today, it’s far more than hardware. What we saw and heard during this event made one thing clear: endpoint is now a strategy. It’s how organizations connect, collaborate, and scale. And it’s no longer enough to show up with a product spec sheet—we must show up with a point of view.
Across every panel and breakout session, there was consensus: the conversation is shifting from transactional sales to transformational outcomes. It’s not about “What device do you need?” anymore. It’s “What outcome can we enable?”
Customers are asking deeper questions about productivity, sustainability, integration, and user experience. Our answers must be just as dynamic. We’re no longer here to sell a product, we’re here to build a solution.
2. Upgrade the Stack: The Market is Demanding a Full Refresh
We are at an inflection point. The arrival of AI-powered PCs, the push toward hybrid work, and the broad adoption of Windows 11 are converging to create one of the most significant refresh cycles in years. But this is not a traditional refresh. It’s not about replacing a device; it’s about rethinking the entire ecosystem.
From compute to collaboration, the expectations have changed. Employees need frictionless, secure, intelligent experiences. IT leaders need platforms that simplify deployment, drive performance, and support long-term business goals. This is where our opportunity lies helping partners not only upgrade the endpoint but upgrade the entire conversation around it.
And this isn’t theoretical. We’re seeing demand shift toward bundled solutions that address hardware, services, and software in one go. That means more opportunity to create stickier value and more responsibility to get it right.
3. Rethink the Language: Silos are Out, Solutions are In
If you attended the summit, you likely heard these phrases more than once:
Print is becoming workflow.
Power is becoming uptime.
PCs are becoming AI engines.
Collaboration is becoming essential.
These aren’t marketing lines, they’re signals of a broader mindset shift. Customers don’t want to talk about product categories anymore. They want to talk about business outcomes.
We have to speak that language.
Instead of leading with speed and feeds, we lead with insight. Instead of starting with “What product do you need?” we ask, “What are you trying to solve?” And that’s where the real magic happens. It’s where we evolve from being vendors to being enablers of growth.
This mindset unlocks new revenue, stronger loyalty, and smarter solutions. But more than that—it unlocks relevance.
The data supports this shift. According to our Third Annual Direction of Technology Report, more than one-third of partners anticipate offering AI servers, AI-enabled devices (like PCs), AI storage, and AI training and enablement—signaling that a new array of solutions is already in development. These AI-powered endpoint devices are set to transform the workplace by increasing processing capacity, boosting security and energy efficiency, and empowering new levels of productivity and creativity.
Because if we’re not evolving the way we talk about endpoint, we risk being left out of the decision entirely.
4. Activate the Advantage: TD SYNNEX as Your Strategic Co-Pilot
At TD SYNNEX, we pride ourselves on being more than a distributor. We’re a partner. And in today’s environment, our role has never been more critical.
From line card depth to services scale, we have the tools to help partners refresh smarter. That means equipping them with data-driven insights, platforms that simplify the attach motion, services that extend value, and programs that fuel adoption across the entire lifecycle.
But more than that, we bring reach and global capabilities with local expertise. Whether it’s unlocking new markets or helping partners scale complex deployments, we are built to operate at the speed of transformation.
This event reinforced that our job isn’t just to support partners it’s to elevate them. To be trusted co-pilot they can count on to navigate the complexity of this new endpoint world.
5. Together Is the Only Way Forward
If there was one theme that echoed across every session, conversation, and customer exchange, it was this: we win together.
Endpoint is no longer one team’s domain. It’s cross-functional. It’s collaborative. And it requires everyone: OEMs, channel partners, service providers, and the TD SYNNEX team to align on a unified strategy that serves the partner ecosystem.
That means breaking down internal silos, enabling shared motions, and embracing a solution-first mindset across every touchpoint. It also means showing up with energy, clarity, and intent—because how we work together will determine how well we lead this transformation.
“Win Together” isn’t just a tagline, it’s a call to action. And this summit showed us what’s possible when we answer that call.
If something from this event sparked a new idea, a question, or a challenge you’re navigating we want to hear from you. Reach out to your sales representative to explore how TD SYNNEX can help you refresh smarter, accelerate your go-to-market, and lead the shift in endpoint.
