The channel must "build stronger muscle" in the sharing economy, according to HP Inc CEO Dion Weisler.
Speaking at the HP Reinvent World Partner Forum in Chicago, Illinois, Weisler said trends such as rapid urbanisation, a changing workforce and the accelerating pace of innovation means consumers are changing how they buy products and services.
"The rate of change is happening at a staggering pace - the likes of which we've never seen before," Weisler told assembled partners. "Change equals opportunity, and there is disruptive change all around us. So how do we capture the opportunity together?"
The CEO said rapid urbanisation is important to the channel "because people and businesses are in smaller spaces with greater efficiency needs and are shifting from owning things to an on-demand, service-driven economy".
He cited the sharing economy, as personified by the likes of Uber and Airbnb, which provide shared access to goods and services, claiming it "is changing absolutely everything".
"The channel and all of us need to build stronger muscle here," he said. "It's no longer about buying and selling boxes; it's about improving end-user outcomes and having experience-centric solutions that provide the customer with what they want exactly when, where and how they need it."
Weisler said businesses are at an inflection point, and channel partners can help them optimise their operations and their investments.
He added that the move from transactional to contractual is behind HP's Device-as-a-Service offering, which saw enhancements announced during the event. Weisler said the solution enables customers to reduce costs, shift CapEx to OpEx and have the flexibility to scale as they need it.
"For partners, this is a digital transformation opportunity," he said. "We can provide managed services for the device, from birth to burial, all while incurring recurring revenue, while improving the end user experience."
Weisler also pointed to the rise of Generation Z, saying that in a few years, an estimated 2.6bn Gen-Zers will overtake baby boomers as the dominant group in the workplace. According to the CEO, this demographic embraces a "one life philosophy" with no separation between their personal and professional lives.
"For them, mobility is essential, connectivity a given and design a must. Partners must adapt to an entirely new buyers' needs. A device needs to be powerful enough to crunch data spreadsheets and vanquish aliens in gaming - and all of this done securely and with IT manageability," Weisler said.
"If you haven't thought about these things yet, I suggest you do, as the changing workforce will demand it," he warned.
View pictures of all of last night's fights
Acquisitive comms provider swoops on Frontier Voice & Data and StoneHouse Logic
Cybersecurity firm rakes in £3.6m for unwanted unit
Results, reaction and pictures from last night's CRN Fight Night