Dell Image Assist: Windows Licensing - OEM or VLA?

Content Last Updated: May, 1st 2023

Microsoft's answer > What's the difference between OEM, Retail and Volume Licenses?

Question: Can I use the 10/11 Pro / Edu OEM license that comes with Dell computers?

Answer: Yes.

How to build as OEM? Download the ISO from Microsoft > Windows 10 / Windows 11 & install in a VM selecting the “I don’t have product key” option during setup. When you run Image Assist it will convert the license to OEM.

Can I use VLA? If you want to use a Windows from your Microsoft Volume Licensing  e.g. Enterprise, LTSB/C, etc. you must add your MAK or KMS to the image.

More info:

When creating a Dell Image Assist image to send to the our facility for pre-loading your custom Windows installation – it’s necessary to configure your build environment with the appropriate Windows installation media & licensing model.

• Image Assist supports Windows Pro, Education, Enterprise & *LTSC. It does not support embedded IoT or retail Home versions.

*Windows 10/11 builds > Image Assist Dynamic supports the current W10/W11 build and two versions back, commonly referred to as N-2. For previous W10 builds (LTSC/B), drivers will be locked down to what was validated as working for the hardware being ordered.

• PC’s purchased from Dell come with an “OEM” license for the version of Windows which it was purchased with.
• OEM licenses are only supported for Pro and Education versions of Windows. Shipping an Enterprise or LTSC versions of Windows requires a Microsoft Volume License Agreement and installation media (more below).

OEM = Dell PCs have a Windows OEM license (Digital Product Key also known as Digital License or DPK) embedded in the firmware which matches the version of Windows it was purchased with. Using either Dell OEM installation media or Microsoft MCT media to build & capture an ImageAssist image will result in OEM activation using Microsoft’s digital entitlement process once connected to the internet. OEM license must use OEM or MCT Windows installation media for the image creation.

• OEM License Model supports Pro & Education versions of Windows
• Download latest release from Microsoft > Windows 10 / Windows 11
• Activation via Microsoft Digital Entitlement

VLA = Dell PCs do not ship with VLA licensing unless the Windows installation and activation are provided by the customer. VLA license must use VLA Media for the image creation.

• VLA License Model supports Pro, Education, Enterprise and LTSC versions of Windows
• Activation via Microsoft Volume Activation
• Download from Microsoft > https://www.microsoft.com/Licensing/servicecenter

Microsoft Documentation Briefs: 

• Windows desktop operating system license requirements
  Provides an explanation of Microsoft operating system license requirements for initial operating systems, the transfer of licenses, and the reassignment of licenses.

• Reimaging rights
  Explains the rights that are granted to all Volume Licensing customers to copy software onto multiple devices from one standard image.

Image Assist - List of helpful links & articles