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HP introduces new global partner programme

July 16, 2020

HP Inc. unveiled HP Amplify, a what it calls “first-of-its kind”, global channel partner programme optimised to drive dynamic partner growth and deliver consistent end customer experiences.

Built on a single, integrated structure, HP Amplify provides the insights, capabilities and collaboration tools needed to drive growth as digital transformation and customer purchasing behaviours continue to evolve. The new programme goes into effect 1 November 2020 for commercial partners with retail partners slated to transition in the second half of 2021.

“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,” said Christoph Schell, HP Chief Commercial Officer. “HP Amplify not only makes it easier for partners to do business with HP – it provides partners with a clear path to ready their business and succeed in today’s environment and beyond – to capitalise on emerging trends and play a central role in the evolving customer buying journey.”

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

For the IT industry overall, and the channel specifically, it means business as usual is no longer an option, HP added. With the introduction of HP Amplify, HP is taking decisive actions to capitalise on these shifts, arming partners for future growth and to deliver a more satisfying customer experience.

“HP and its partners have an enormous and exciting opportunity to reinvent the way we do business and our route-to-market,” said Luciana Broggi, HP’s Global Head of 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.”

HP said it will release more details closer to the launch date in November.

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