HP is looking to become "hip and new age" with a sharper focus on social media, which will be one strand of its new-look Partner First programme.
From 1 November, 12 months since HP split in two, Partner First will have a number of new elements, which have been worked on over the last year.
Its lowest-tier Business Partner level will be scrapped, with partners on that tier being upgraded to Silver, or being "empowered" to work closely with disties. HP said this will make it more efficient.
"We felt, talking to partners and distributors, that we ended up doing the same work twice and not reaching partners as efficiently as we would have liked to," said HP's global channel chief Thomas Jensen. "It's a division of who is the primary engager and where, so we can spend more time with partners."
A renewed focus on social media is another element of the Partner First facelift. The Social Media Centre, which will be available in the UK this month, will give partners access to a wide range of content that is easily shareable to social media sites. The idea is that partners gain a stronger presence online, which will help generate leads.
A number of HP execs are active on Twitter - Jensen (pictured) is a regular tweeter and has almost 400 followers. But HP's CEO Dion Weisler does not appear to be active. An account bearing his name and picture exists, but it does not hold the blue tick symbol to show it has been verified, and no tweets have been sent from the account. The account follows just one other - HP.
Nick Lazaridis, HP's EMEA president, told CRN that the new social focus will help partners a lot.
"It's about making life easier for partners," he said. "Most of those partners have been in business for 30-something years so they're not of that millennial generation, but they are part of that wave of getting in touch with millennials and the Facebook generation."
Lazaridis said the move symbolises HP's looking to move with the times and become "a bit more hip".
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