Windows Embedded Softwares and Azure eStore AEU

Embedded Softwares and Operative Systems

Today's businesses are facing 3 challenges: reduce costs and inefficiencies, increase revenue, create new business models


Microsoft Solutions and Services can help you to build smarter operations, drive product innovation, enable new business opportunities, transform customer experiences, gain better insights. By bringing to market innovative technologies based on the platforms that you currently use, Microsoft provides you solutions and services for productivity, analytics, infrastructure and cloud


With 30+ Years of experience in Embedded Platforms and as Microsoft Global IoT Valued Partner, Advantech brings you the technology you need, everywhere. By providing you value-added services like solution seminars, hands-on training, software APIs and many more, we are much more than just a license distributor


Choose Advantech as your trusted technology partner and start leverage our capability to develop professional embedded solutions to streamline your business

Case Studies

Seamless Connected Manufacture

An iFactory is virtually a combination of new ways of Data Acquisition, Transmission, Human Machine Interface and Cloud Intelligence



Enabling Smart Retail Business

Cloud-based Data Analytics to provide insights and intelligence for Retailers to reshape and upgrade Business Models




Powerful IoT Connectivity Enables Intelligent Buildings

IoT technology is elevating traditional buildings to real intelligence, increasing our comfort and giving more consideration to environmental friendliness



Purchasing Process

Get the OEM Customer License Agreement (CLA)

The OEM Customer License Agreement (CLA) defines terms and conditions associated with Microsoft Embedded Softwares.  Get your CLA through Advantech: it's free and we take care of the process for you

Windows Embedded Operative System

Designed to run on Embedded Systems like POS, Kiosk, Digital Signage, Automotive Computers, Automation Devices, Handheld

1. Evaluation

  • Embedded OEM Customer (OEM) contacts ADVANTECH, Microsoft Authorized Embedded Distributor

  • OEM obtains evaluation software or purchases a full version toolkit, if needed, from ADVANTECH

2.Sign CLA

  • OEM Customer signs OEM Customer License Agreement - Standard general terms and conditions to be signed to acquire Microsoft Embedded licensed products - electronically

3.Development and Testing

  • ADVANTECH provides the OPK (OEM Preinstallation Kits) for installation for

    • POSReady

    • Professional for Embedded System (FES)

  • OEM completes development of the master embedded image for

    • Windows Embedded Standard (WES)

    • Windows Embedded Compact (CE)

4.Order License

  • OEM contacts ADVANTECH to order Runtime Licenses and Associated Product Materials (APM)

  • Key is located on the COA (Certificate of Authenticity - the serialized label, affixed to devices containing Embedded Microsoft operating systems) or on a flyer that comes with the COAs for

    • FES

    • Server

  • Customer applies for product key from Microsoft on first order for 

    • WES

    • POSReady

    • CE

5. Distribution

Customer manufactures and distributes embedded systems with a Certificate of Authenticity and End User License Agreement as specified in the CLA

Microsoft Azure

IaaS and PaaS Solution for all your IoT applications

1. Join Advantech CSP

  • Embedded OEM Customer (OEM) contacts ADVANTECH, Microsoft Authorized Embedded Distributor

  • OEM obtains evaluation software or purchases a full version toolkit, if needed, from ADVANTECH

2.Get account ID & Password

  • Admin user account:

  • Password: W]o9APcE Random, Only for first login

3.Go to Azure Portal

Windows Embedded Softwares

Windows 10 IoT

For a wide range of intelligent devices, from small Industrial Gateways to larger, more complex devices like Point of Sales terminals and ATMs


Designed to seamlessly connect Point-of-Service solutions with Peripherals, Servers, and Services

Windows for Embedded Systems (FES)

For dedicated embedded devices that require custom interfaces and fully functioning Windows desktop.

Windows Embedded CE (Compact)

Create Devices with an immersive user interface, a rich browsing experience and a unique connection to Windows PCs, Servers and Services by using familiar tools such as Visual Studio

Windows Embedded Standard

Enable advanced enterprise devices to run thousands of existing Windows applications and drivers, selecting just the Drivers, Services and Applications you need

Windows Embedded Server

Built-in Security, Reliability and Availability features for purpose-built Embedded Hardwares and Application Softwares


SQL Server

For Embedded Solutions consisting of purpose-built hardware running the Windows Embedded Server Operating System and Application Software

Download Advantech "IoT Software Distribution and Services" brochure


Windows Embedded products

What is Windows Embedded?

Windows Embedded is a series of customizable operating systems for special equipment. Its mission is to expand Windows and cloud computing to the world of special equipment. Windows Embedded can help equipment manufacturers to shorten time to market, and at the same time help customers to increase efficiency and customer satisfaction. Windows Embedded is applied extensively in tens of thousands of devices in the smart device domain, such as in thin clients, POS terminals, ATMs, kiosks, digital signage, on-board and navigation devices, and industrial, security and medical equipment, and in key industries such as finance, service, retail, industrial automation, medicine, and transportation. Windows Embedded helps build cost-effective and tailor-made solutions according to each customer's specific requirements.

Why should I choose Windows Embedded?

The Windows Embedded product line offers the time-to-market advantage and provides top-notch technologies, tools, and resources that can integrate and speed up the development of next generation devices. It is all under your control. You can easily build the device you need in the way you want, in addition to enjoying the following benefits:

  • Lower development cost

  • Runtime licensing

  • Common source code

  • Intellectual property protection

  • Commitment and support for Windows Embedded platform from Microsoft; up to 10-15 years of availability

  • A more complete Eco-system that effectively shortens time to market

What is the product availability like? When is the end of distribution?

Download all Windows products availability and support schedule here

What licensing mode should a company use to acquire the full version of any operating system when purchasing new specialized devices /machines/equipment?

Microsoft's full operating systems for specialized devices are only available through the Embedded channel. Volume Licensing Agreement (Open, Open Value, Select, Enterprise Agreement, etc.) is only available for OS upgrade licensing and not available for full OS licensing.

Microsoft's Volume Licensing Agreement provides upgradable operating system versions for procurement. Do I still have to purchase additional OEM/Embedded edition software for new specialized devices /machines/equipment?

Yes. The Volume Licensing Agreement is only available for enterprise customers for OS upgrade, whereby the OEM distributing the specialized device/machine/equipment to the enterprise customer must preinstall the full Embedded OS prior to delivery. It is only then that the enterprise customer may use the upgradable version provided by Volume Licensing. The upgradable version provided by the Volume Licensing is prohibited from being installed on any "naked PC." (Naked PC: specialized device/machine/equipment that hasn't been installed with any operating system.)

Does OEM/Embedded software provide the right of multi-language compatibility? For example, can I purchase the Chinese version of OEM/Embedded software and install it as an English version?

OEM software does not provide any right of multi-language compatibility, that is, you cannot buy the Chinese version of OEM software and install it as an English version or any other language version. In addition, if a computer that was bought abroad is installed with an English or Japanese version OS, it cannot be freely converted to a Chinese version (except for the Ultimate version).

However, Windows Embedded provides multi-language compatibility depending on product type and SKU, such as:
WES7P and Windows Embedded 8 product family are compatible with multiple languages.
POSReady 7 allows you to choose up to 5 languages from a list of 36 languages.

Is it possible to purchase a new version of OEM/Embedded software but specifically install older versions if a company has new and old specialized devices/machines/equipment at the same time?

Windows Embedded provides customers with migration rights so that the specialized devices/machines/equipment within an organization can share the same software environment for easier management

OEM may distribute Migration Systems to End User with an Image that includes the Prior Software on a temporary basis, and then upgrade those Embedded Systems with an Image containing the Final Software during the migration period. Note the migration period ends 12 months following the delivery of the Migration Systems.

Is it possible to install application software which performs desktop functions, in a Windows Embedded operating system?

"Desktop Functions" means consumer or business tasks or processes performed by a computer or computing device. This includes word processing, spreadsheets, database, scheduling, and personal finance. Desktop Functions may include features and functions derived from the MS Binaries or the Company Binaries

If the Embedded System performs Desktop Functions, the Company shall design the Embedded System to ensure that the Desktop Functions meet the following requirements:

  • Desktop Functions must be an integral part of the Embedded Application;

  • Desktop Functions must only be accessed through, and used in support of the Embedded Application;

  • Desktop Functions operate only when used with the Embedded Application

In addition, an Embedded System must not be marketed or useable as a general-purpose personal computing device (such as a personal computer) or a multi-function server, or a commercially viable substitute for one of these systems.

Is it possible to transfer the OEM/Embedded software from the original machine to another computer/machine/equipment when replacing old specialized devices/machines/equipment?

No. The OEM/Embedded software "matches the machine to its corresponding rights." It means that the license is always bound with the original computer/machine/equipment. If the original specialized device/machine/equipment is being replaced, the license of the matched OEM/Embedded software will be terminated and cannot be transferred to another specialized device/machine/equipment.

Does the license for Windows products become invalid once the extended support expires?

Windows license remains valid even if the extended support expires. OEM will need to have a valid CLA to continue licensing and distributing our Embedded OS Products

Is a license required for the Windows Server on a virtual PC?

Even if a virtual PC is used, customers still have to obtain a license for the Windows Server on each virtual machine. The licensing option is described in the previous question.
Standard edition: Only two free Windows Server virtual machines can be run on the virtual PC when assigning the end-user license to the physical machine running the virtual PC.
Enterprise edition: Four free Windows Server virtual machines can be run on a virtual PC.

What is a "Client Access License" (CAL)?

"Client Access License" (CAL) is the license that grants customers the right to use hardware devices (e.g. computer, PDA, or cell phone) to legitimately connect to the server host for access. In simple terms, if a customer only obtains the legitimate license of server software, but doesn't purchase a "Client Access License" (CAL), their specialized devices/machines/equipment or employees won't be able to connect to a server for access.

What is the difference between a Windows Server 2012 R2 license and a Client Access License (CAL)? Why do I need to obtain both?

Windows Server 2012 R2 license Allows installation and use of the built-in server roles and functions of Windows Server 2012 R2.
Client Access License (CAL) Users or devices need to obtain a Windows CAL license in order to access Windows Server 2012 R2.

If only the Windows Server 2012 R2 license is purchased, the client will not be able to access data legitimately. This is why you need to purchase both licenses.

The servers in our organization have been upgraded to a newer version. Does CAL also have to be upgraded?

The version of CAL has to be the same as or higher than that of the server. Older CAL may not be used with newer server software versions

What is a Certificate of Authenticity (COA)?

Certificate of Authenticity (COA) is a label that helps to identify genuine Microsoft software. When you purchase Microsoft's Windows Embedded Runtime License, a "COA" label specified by Microsoft for identification of genuine products will be provided. The "COA" label contains a product serial number and has anti-piracy features. OEM customers should purchase the Runtime License for Windows Embedded OS prior to product delivery and affix the "COA" label permanently on an accessible location on the specialized device/machine/equipment. The equipment with the "COA" label indicates that it has installed the genuine Windows Embedded OS. Each piece of the Embedded equipment has its corresponding "COA" label for authentication.

Why should I purchase the specialized devices/machine/equipment with the Certificate of Authenticity (COA) label?

The specialized devices/machine/equipment with the Certificate of Authenticity (COA) label indicates that the Embedded operating system is installed with legitimately licensed software. The value that you get from choosing genuine software:
Keep virus threats at bay: The exclusive features of the Embedded system, such as write filter, can lock and protect the system for effective protection;
Ensure stable system operations: Customized operating systems can be developed, providing safer, more constant quality. Genuine Windows Embedded can provide users with higher values.
Technical support for development: Genuine Windows Embedded users can rely on the technical support from Microsoft and distributors to help them launch products faster and better.
Service support for 10 years or more: Genuine Windows Embedded is perfectly and constantly reliable. It won't leave behind system vulnerabilities after tampering and cracking. Also, it provides timely after-sales support from Microsoft and authorized partners, bringing customers an effective, reliable, and stable user experience.
Protect corporate reputation: Genuine Windows Embedded can help you to protect customer's intellectual property and avoid legal risks.

How do I identify the Certificate of Authenticity (COA) for Windows Embedded?

COA position: COA label should be affixed to a position on the Embedded equipment that can ensure its visibility and imperishability.
COA anti-counterfeiting measures: Color security lines showing "MICROSOFT CERTIFICATE OF AUTHENTICITY" repeatedly

Microsoft Azure

What do I get when I sign up for a Free Trial?

You receive a $200 credit to spend on Azure services during the trial. You can use this $200 however you want, to try out any combination of Azure resources. It enables you to explore our cloud entirely for free.

Do I pay anything during the trial?

No – the trial is absolutely free.

Do I have to pay something at the end of the trial?

No – there is absolutely no obligation to buy anything at the end of the trial

How do I know how much of the $200 I’ve used and how much I have left?

During the trial, Microsoft displays your remaining trial credits at the top of the management portal. You cannot miss it.

Why do I need to provide a credit card and phone number?

Microsoft uses the phone number and credit card for identity verification. Microsoft wants to make sure that real people are using Azure. Microsoft does not bill anything to the credit card.

Runtime Key (PID)

An alpha-numeric string, located on the COA or on a flyer that comes with the COAs, designated to each Microsoft product that provides a unique identification number. Runtime Keys are used to prove authenticity and flash an Image across a line of embedded systems.

Why is my credit card being charged $1 for signing up for the Free Trial offer?

To ensure a valid credit card, Microsoft will charge your credit card $1 when signing up for the Free Trial Offer. This is only an authorization hold, the charge will be reversed within 3-5 business days.

What happens if I exceed the $200 free trial credit?

If you exceed your $200 free credit, Microsoft will suspend your free trial account. Please contact your Advantech representative to create an Azure CSP account

What happens with the services I created after the 30-day trial period ends?

When your trial period is over, please contact your Advantech representative to create an Azure CSP account. Microsoft may decommission your services, and you may not be able to use them anymore

Who can purchase Azure services?

Azure is intended for use by businesses that need to build cloud-scale applications and services. However, individuals may also purchase Azure services

What payment options do I have in purchasing Azure services?

Advantech provides monthly billing for Azure usage. If you need other options, please contact your Advantech representative

Does Azure support IPv6?

Microsoft has played a leading role in helping customers to smoothly transition from IPv4 to IPv6 for the past several years. To date, Microsoft has built IPv6 support into many of its products and solutions like Windows 8 and Windows Server 2012 R2. Microsoft is committed to expanding the worldwide capabilities of the Internet through IPv6, and enabling a variety of valuable and exciting scenarios, including peer-to-peer and mobile applications. The foundational work to enable IPv6 in the Azure environment is well underway. However, at this time we are unable to give a date when IPv6 support will be generally available. For more information on IPv6 technologies and IPv6 support available in the Windows operating system today, see Microsoft’s IPv6 information site, which includes business, technical, and developer resources:

How do I optimize my Azure applications around billing charges?

There are several ways to optimize your Azure applications:

  • Deploy two or more instances to qualify for the SLA

    Allocate a compute instance of the right size to fit the application's requirements

  • Make use of our free inbound data transfers to upload data to Azure

  • Allocate compute and storage in the same region. All data transfers within a region are free

  • Use a Content Distribution Network (CDN) to reduce costs and improve performance

  • Delete any test application immediately after your test concludes. The Azure staging environment is not free. Whenever an application is deployed (even in staging), you will be charged. You can also deploy the application locally using the Azure SDK until you are comfortable deploying it to the Azure cloud.

  • Allocate the right sized SQL Database based on your needs

I know Windows Server is not covered under license mobility. Can a customer bring their own image that has applications and middleware on top of Windows Server?

Even though Windows Server is not covered under license mobility, Volume Licensing customers can still upload their own images containing Windows Server to Azure, if they are bringing it as part of Licensing Mobility for another product that is being brought over. We will charge the Windows Server Virtual Machine rate applicable for such an instance

Does a customer need Windows Server CALs to connect to a Windows Server image that is running on Azure Virtual Machines?

No. Windows Server CALs are not required for accessing Windows Server running in the Azure environment because the access rights are included in the per-minute charge for the Virtual Machines. Use of Windows Server on-premises (whether in a VHD or otherwise) requires obtaining a separate license and is subject to the normal licensing requirements for use of software on-premises

What are the System Center license requirements for managing Windows Server 2012 instances running on Azure?

Customers can use the license mobility benefits under Software Assurance to assign their System Center 2012 license to a Windows Server instance running on Azure. A System Center Standard license can be used to manage 2 VM instances; a System Center Datacenter license can be used to manage 8 VM instances

How do I license SQL Server in Azure Virtual Machines?

If you are an end-customer using SQL Server, you can:

  • Obtain an SQL image from the Azure VM marketplace and pay the per-minute rate of SQL Server

  • Install or upload your own SQL Server image using the license mobility benefits under Software Assurance

If you are a Service Provider with a signed Services Provider License Agreement (SPLA) using SQL Server, you can:

  • Obtain an SQL image from the Azure VM marketplace and pay the per-minute rate of SQL Server

  • Install or upload your SQL Server Standard image with Subscriber Access License (SAL) reported via your SPLA

How do I license SQL Server within Azure Virtual Machines deployed in an active-passive configuration?

Each of the Azure Virtual Machines deployed requires licensing for SQL Server. To accomplish this, you can do the following for each virtual machine:

  • Obtain an SQL image from the Azure VM marketplace and pay the per-minute rate of SQL Server

  • Install or upload your own SQL Server image using the license mobility benefits under Software Assurance

When using my license mobility benefit to run SQL Server, how large of a compute instance can I run on Azure with a single SQL Server license?

SQL Server 2012 is licensed per core, which is considered the equivalent to virtual cores in Azure virtual machine instances. The minimum number of cores that can be assigned to a virtual machine instance is 4. This means that Extra Small (A0), Small (A1), Medium (A2), Large (A3), and A6 instances must all be assigned 4 SQL Server core licenses. Extra Large (A4), and A7 instances would need to be assigned 8 SQL Server core licenses.

Can customers run Microsoft Office and Windows 7 Client on Virtual Machines using License Mobility for Software Assurance?

No. Under the Microsoft Product use Rights (PUR), Office and Windows 7 are not licensed to run on Virtual Machines. In particular, Microsoft Office is classified in the PUR as “Desktop Applications”, which is not included in Licensing Mobility. More information is available at the site for Microsoft Product Use Rights

Can a Visual Studio subscriber run the software licensed under MSDN on Azure Virtual Machines?

Yes, any current Visual Studio subscriber who has activated their subscription may run most of the software licensed under MSDN on Azure Virtual Machines, providing greater flexibility for developing and testing their applications

Do you need to preliminary discuss technical aspects of your project?

Just ask: Advantech European Product Sales Manager for Microsoft Solutions, Tze Chiew, will be glad to help you

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