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PCRmag
TheEditor O
AI, Awards and all about the channel
n the evening of 24 September, we hosted the PCR Awards, an evening of recognition, connection and celebration across the channel.
From standout vendors to standing ovations, the event showcased the
best of the industry, and we’re sharing the highlights in this issue, starting on page 24.
AI continues to dominate the retail conversation, but not every trend
delivers. Amber Hovious of Teamwork Commerce cuts through the hype, spotlighting the innovations that are driving real results, and those that remain more promise than progress.
In our Big Interview, Bitdefender’s leadership team outlines how the company is evolving
from vendor to strategic ally. With AI reshaping cybersecurity, Bitdefender’s proactive defence, partner enablement, and SMB focus are helping channel sellers stay ahead.
Elsewhere, DocuWare’s Marcin Pichur urges VARs to deliver outcomes, not just products,
highlighting how AI and Intelligent Document Processing are transforming sales cycles and customer insight.
On the DEI front, Westcon-Comstor’s Erna de Ruijter-Quist calls for renewed commitment
to inclusion, while Exertis UK’s Michaela Degale exemplifies how women continue to lead and shape the tech sector.
Our back-to-school feature explores how resellers can better support schools. TP-Link’s Gary ISSN: 1742-8440 Copyright 2025
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All contents © 2025 Datateam Business Media Ltd. or published under licence. All rights reserved. No part of this magazine may be used, stored, transmitted or reproduced in any way without the prior written permission of the publisher. All information contained in this publication is for information only and is, as far as we are aware, correct at the time of going to press. Datateam Business Media Ltd. cannot accept any responsibility for errors or inaccuracies in such information. You are advised to contact manufacturers and retailers directly with regard to the price of
products/services referred to in this publication. Apps and websites mentioned in this publication are not under our control. We are not responsible for their contents or any other changes or updates to them. any way with the companies mentioned herein.
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Roche, Synaxon’s Mike Barron, and Zyxel’s Rachel Rothwell share insights on networking, peripherals, and opportunities in the classroom.
In the MSP section, SolarWinds’ Barb Huelskamp discusses the evolution of ITSM, while
Cybit’s Rob Hankin and POPX’s Andy Venables explore how solution providers must adapt to shifting enterprise demands and rising customer expectations. Compliance, skills development, and SME AI adoption also take centre stage, with expert insights from IO, Pax8 Academy, Luware, and more.
Finally, we look at the future of finance in a digital age, with perspectives from
AnywhereNow and Xledger on partner growth and industry transformation. It’s a packed issue, full of insight, strategy, and stories from across the channel.
I hope you find this issue informative and interesting.
Lynn Sencicle Editor
lsencicle@datateam.co.uk Editorial & Advertising: 07793 054021
In association with
www.datateam.co.uk +44 (0)1622 687031
www.pcr-online.biz and PCR Awards
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