Come the beginning of 2016, Microsoft will get much more assertive in distributing Windows 10 upgrades to consumers and small businesses, the company’s top OS executive said Thursday.

Rather than wait for customers running Windows 7 and Windows 8.1 to request a copy of the new OS — the practice since June — Microsoft will instead begin to automatically send the upgrade to PCs via Windows Update, the default security maintenance service.

The push — which some will see as too pushy by far — will be a two-step process, with the first kicking in this year, the second in early 2016.

“We will soon be publishing Windows 10 as an ‘Optional Update’ in Windows Update for all Windows 7 and Windows 8.1 customers,” said Terry Myerson, who leads the Windows and devices group at Microsoft, in a post to a company blog. “Adding Windows 10 here is another way we will make it easy for you to find your upgrade.”

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