Bechtle named HP Global Elite partner as vendor leans on partners for AI push

Partnership will "further strengthen [HP's] position as one of the leading providers of technology solutions in Europe," said Dave McQuarrie, CCO at HP.

German reseller Bechtle has been named one of six Global Power Elite partners of HP.

The new classification designates HP's top six partners globally.

Bechtle earned this status through its established presence in 14 European countries alongside its most recent annual turnover of EUR6.4bn.

Being one of the six Global Power Elite partners also meant that Bechtle took the stage at HP's Amplify Partner Conference in Las Vegas, which saw the vendor unveil its AI-focused roadmap to around 1,500 channel.

During keynotes and discussions, Bechtle and other European partners learned about AI's integration into client systems and its future inclusion in notebooks and workstations.

HP, collaborating with OEM partners from the chip industry, aims to equip its AI PCs with the ability to run large language models (LLMs) swiftly and locally using new CPUs, GPUs, and NPUs, as reported by CRN.

Bechtle and other Global Power Elite partners will closely follow HP's roadmap.

For partners to succeed in this new category, they need comprehensive support from HP in sales, training, and service processes.

Additionally, partners must demonstrate to customers the benefits of investing in AI PCs.

Strategic thinking now could stimulate demand, especially with Microsoft ending support for Windows 10 in October next year, potentially coinciding with the availability of AI PCs.

HP will heavily rely on partners for its AI push.

The partnership will "further strengthen [HP's] position as one of the leading providers of technology solutions in Europe," said Dave McQuarrie, chief commercial officer at the vendor.

HP expects greater efforts from higher-status partners, reflected in incentives like MDFs, rebates, and financial contributions.