HP gears up VARs for 'streamlined' global channel scheme

HP is gearing up resellers to be a part of its new globally standardised and streamlined channel programme.

Existing programmes in EMEA, the Americas and Asia-Pacific are being rolled into one scheme, dubbed the PartnerONE programme. According to Kevin Matthews, UK and Ireland channel manager of HP's Enterprise, Storage, Servers and Networking (ESSN) business, the changes should be fully implemented and operational by the start of HP's fiscal 2013, on 1 November.

"A lot of our bigger partners operate in more than one territory or sell to customers that are in more than one territory," explained Matthews. "One of the key challenges partners have is they have many different accreditations from one vendor, and then [the same] from another. We needed to streamline."

The ESSN partner boss explained that partners will be able to progress from the outgoing certifications to the new ones via a fast-track programme, where applicable.

"We will look at the certifications they have today and some will be [directly] transferred. Our channel programme is yearly, anyway, so there is no extra impact," he said.

Among the changes is a revamp of networking specialisations, where seven badges have been trimmed down to three: Registered, Professional and Advanced. In the storage space, a new SMB-focused badge is being introduced, to complement the existing enterprise certification.

"Previously, we had a one-size-fits-all – perhaps doesn't-fit-all – approach. If you are a partner selling into the SMB market, do you want to invest in an enterprise certification?" added Matthews.

All end user, partner and in-house HP training is now standardised under the ExpertONE programme. All partners can also benefit from bespoke training, where appropriate, following a successful debut of such schemes in 2010.

"When you get the delivery of the information right, you get more success," said Matthews. "[We want] to understand what that partner sales team is saying to their customers. It is not just another vendor doing 'me-too' training."

HP has made moves to woo the service provider channel in recent months, particularly via its CloudAgile programme. Matthews asserted that the vendor will continue to broaden its footprint in this space, while ensuring that any potential conflict between large service providers and more traditional VARs is avoided.

"We are trying to ensure that it is another route to market for HP – it is another channel. We are trying to be in early to minimise conflict and maximise the opportunity," he said.

Giving partners access to more of HP's services portfolio was a feature of the vendor's channel operations last year, including the launch of the ServiceONE programme. Matthews (pictured) claimed that criticising HP as not being channel-friendly in the services arena is now unfounded, and that the firm's engagement with resellers in this market will deepen this year.

"If you are a vendor that cannot offer an element of services to augment a partner's skills, I question that vendor's worth to the channel," he said. "It is a real opportunity to our partners and we have demonstrated, through things like ServiceOne, that we have listened to some of their concerns and that we are working with them."