Mixed reaction to Intel's partner scheme revamp
Vendor claims rebranding of programme underlines continued commitment to partners
Intel’s channel partners are divided over the vendor’s decision to unify its indirect programmes under one global umbrella.
The vendor described The Intel Channel Partner Programme (ICPP) as a rebranding of its decade-old Intel Product Integrator Programme (IPIP), which has 185,000 members globally. Under the ICPP, partners will be classified into three tiers: Premier, Associate and Registered.
Stefan Tritscher, EMEA channel communications manager at Intel, told CRN that IPIP’s re-branding was motivated by its recent corporate re-branding.
“The scheme’s new categories are designed to highlight our commitment to our partners,” he said.
The ICPP features a re-designed web portal with content personalised to partners’ individual preferences.
Tritscher added that although entry requirements for each tier have been raised, a migration path has been developed for existing partners.
He claimed: “There have been no major changes to the scheme, other than the partner definitions.”
Gordon Davies, commercial director at Intel channel partner Compusys, welcomed the announcement.
“The existing programme was becoming tired,” he said. “Intel is now trying to align its resources to the right partners so it can better support them. Intel will become more responsive.”
But Davies stressed that Intel’s redesigned partner programme would have to adapt to different markets.
“Intel may pick and choose different elements from the programme to suit emerging or established markets. This feature is a must,” he said.
However, one partner who asked to remain anonymous, was sceptical.
“I’d like to see Intel put more money into the channel and spread it more evenly. These changes money pass over to its highest-tier partners,” the source said.