As the growth of AI adoption continues to skyrocket, so does the demand for memory. It’s not surprising that dynamic random access memory (DRAM) and solid-state drive (SSD) prices have surged as manufacturers shift capacity toward their most profitable products, forcing consumers and businesses to pay more for PCs, smartphones and storage. In fact, even Apple is raising prices, specifically citing memory shortages. What is surprising, however, is that despite memory price hikes, many enterprises are destroying devices prematurely to mitigate perceived data risk. Of the devices physically destroyed at large enterprises, such as computers and mobile phones, more than a third are still functional and suitable for reuse, according to blancco’s 2026 State of Data Sanitization Report. For channel partners, this disconnect represents both a significant opportunity and an urgent conversation to have with customers. In a market where hardware costs are climbing and IT budgets are under pressure, the ability to compliantly recover, redeploy or resell end-of-life assets is no longer a niche add-on. It’s a compelling value proposition that differentiates partners who think beyond the initial sale and positions them as long-term strategic advisors to their enterprise customers. Partners offering lifecycle-oriented services, including secure data erasure and certified remarketing to asset recovery and buyback programs, are uniquely positioned to help organizations recapture value from devices they would otherwise write off. Partners are well-poised to integrate these offerings into their portfolios and create competitive differentiators along with a real cost lever for their enterprise customers. Optimizing procurement through data-driven lifecycle planning The increasing memory shortages and price hikes demonstrate the risks of treating hardware refreshes as a fixed calendar exercise rather than a strategic decision. Rather than simply selling more hardware, channel partners can differentiate themselves by becoming trusted advisors who help enterprises maximize every dollar spent across the entire IT asset lifecycle. The first step is identifying which systems actually require upgrades to continue supporting users. Partners can help organizations By Jim Elder Extend, Don’t Spend How channel partners can help customers survive the memory price surge 130% Gartner's estimated percent jump in combined DRAM and solid-state drive (SSD) prices by the end of 2026, which will increase PC prices by 17% and smartphone prices by 13%, compared to 2025 levels. In 2025, which developments most impacted end-of-life data management changes at your organization? Global U.S. 44 CHANNELVISION | SPRING 2026 CORE COMMUNICATIONS
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