The day is finally here and Microsoft has launched Windows 10 for what will be the last release of its kind as it takes the step to move towards continious updates.
For those that like the razzmatazz of a major launch this is the time to revel in the advertising and corporate backslapping as the OS goes on general release with some serious marketing spend behind it.
There has been some debate already about what the OS launch will mean for the channel with Microsoft talking up the prospects at its recent Worldwide Partner Conference as well as the major hardware players revealing products that will support the software.
In their keynotes at WPC both Microsoft's CEO Satya Nadella and COO Kevin Turner used their sessions to talk up the prospects of Windows 10 generating revenue for the channel.
Turner said it was the greatest OS it had released and did provide the channel with reasons to go out and talk to customers about how software was changing going forward: "This will be the last monolithic release that we have that was built around the three year upgrade cycle. It is going to be about Windows as a Service."
That move towards regular updates should be good for those in the channel that are trusted advisors providing customers with continous support and advice about how to keep on top of the IT infrastructure.
Jes Breslaw, director of marketing and strategy at Delphix, believes that the plans after this OS launch will mark a fundamental shift in the market.
"At first glance the decision for Windows to move towards a model of continuous delivery will delight customers and enthuse developers to put innovation at the heart of what they do," he said.
"Enterprises should be moving their own Windows applications to continuous delivery, and through their own continuous integration and testing, ensure updates are successful. This requires development and testing environments that can be provisioned at speed, and with quality data. In a world where evolution is a rapid and constant ascent, rather than the stepped jumps of days past, enterprises must adapt to take advantage of the investment technologists are making," he added.
There has also been plenty of positive momentum created by the large vendors with HP, Lenovo and Dell all getting the Windows 10 message out to customers.
HP was quick off the mark back at the start of June following the official launch date from Microsoft with details of its own plans to support it with a range of hardware options.
In the past few days it has been followed by Lenovo and Dell, which have added their line-ups to provide the channel with plenty of reasons to tempt customers to upgrade over the next few months.
“With Windows 10, computing gets more personal, productive and connected,” said Tom Shell, senior vice president, PC Business Group, Lenovo. “From 21-in to 10-in products from the office to the home, we’ve optimised our Lenovo devices to give customers a simple way to upgrade their PC or tablet while giving them enhanced search tools like Cortana with REACHit.”
Sam Burd, vice president, Client Product Group, Dell, was also talking up its wares and encouraging users to set out on an upgrade path.
“We’ve been able to work very closely with Microsoft to provide our customers a seamless experience, regardless of how they want to interact with their technology, from virtual desktops to tablets,” he said.
The push to use Windows 10 as a reason to invest in fresh hardware is not just something the large brands are looking to exploit but also many smaller players.
Because of the platform aganostic approach offered by Win 10 there are also reasons for the smart phone and tablet producers to get excited about the launch.
"The launch of Windows 10 is definitely one of the worldwide highlights of 2015, with hundreds millions customers awaiting to enjoy the operating system's new features," stated Lucian Peticila, general manager Allview.
The tablet player is looking to take advantage of Snap and Virtual Desktop features and is offering products to the market already.
Add to that the research that has come out of various sources that indicates the take-up by the corporate world will be fairly good and it is looking like the back-end of this year might be a decent one for those pitching the OS and associated hardware and services.
A recent Windows 10 report from Spiceworks found that 73% of It professionals across Europe and the US planned to upgrade in the next two years.
Even before today's launch there were some IT professionals using the platform and penetration rates have already reached 3%.