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HP intros new channel partner program

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HP has unveiled a global channel partner programme, HP Amplify, aimed at ‘driving dynamic partner growth and deliver consistent end-customer experiences’.

The company says HP Amplify is a consolidation of HP’s best partner products, tools and training into one programme that offers just two tracks – Synergy and Power. With clear compensation levels, it provides partners with the flexibility to invest in value-added services and capabilities. The more a partner invests in these capabilities, the higher the rewards.

HP notes that digital channels, such as e-commerce as partner portals and marketplaces,have changed how customers buy technology and how they engage with brands. At the same time, digital transformation is advancing at an astounding pace while business models are shifting from simple transactions focused on selling products to contractual relationships.

“Today’s buyer expects streamlined, automated and personalised experiences. To thrive in this changing environment – with data as the new currency – requires a combined shift to relate to our customers as individuals, not markets,” says Christoph Schell, HP chief commercial officer.

With the new programme, HP seeks to arm its partners for these shifts and ready them for the future growth as it notes that for the IT industry, and the channel specifically, business as usual is no longer an option. According to Luciana Broggi, global head of HP Route-to-Market, the technology firm and its partners have an opportunity to reinvent the way ‘we do business and our route-to-market’.

“Yet addressing these opportunities requires overcoming system inadequacies, legacy habits and embracing new business models. We’re making this leap together, embracing and investing in important changes to our ecosystem and our shared capabilities.”

The new programme goes into effect November 1, 2020 for commercial partners with retail partners slated to transition in the second half of 2021.

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