HP Targets Enterprise Printing Sector

By Sara Driscoll  |  Print this article Print


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HP launches a new channel program to help boost VARs in the entperprise printing market.

Hewlett-Packard is aggressively targeting the enterprise printer sector by launching a new channel program that gives VARs incentives to attack the market.

The vendor said it has spent the past 18 months developing its enterprise printing offering, including market analysis and identifying 15,000 accounts where HP was either not present or only present as part of the overall printing strategy.

This led to HP's first wave of coverage within 2,300 of its named accounts, according to Mark Quiroz, worldwide director of sales strategy for the global enterprise business at HP. "We have created vertical and horizontal offerings, and added more sales resources to talk directly to these end users." He added that although the company was talking directly to users, any resulting deals would be fulfilled through partners.

"We then wanted to look at the next layer down, after the top 2,300 accounts. We recognized around 11,000 accounts in our territories where we could target," Quiroz said. "There was no point in adding more direct sales resources here; we need to focus on the channel and help them to have the end user dialogue and do the fulfillment."

PointerClick here to read more about what HP calls Print 2.0.

To this end HP has launched the HP OPCH (Office Printing Channel Program). The new program will replace the existing regional programs and put everything under one umbrella scheme, Quiroz said. "Previously partners would have had to go to multiple channel programs—one for hardware, one for software, one for services—in order to get all the benefits available to them. It was very fragmented. With OPCH it brings everything together and will help drive a more consultative approach for VARs."

The OPCH includes two new partner levels: Office Printing partners and Office Printing Solutions partners. Qualified partners will get preferred and specialized branding, access to additional compensation and marketing funds and access to HP solutions sales tools. VARs that reach the top level will have access to compensation on supplies and consumables and access to sales and service of HP Edgeline products and solutions.

Quiroz said HP is the only vendor to focus primarily on the channel in the enterprise printing sector. "These [11,000] accounts were open before, but there are also new accounts that we will help VARs to get into," he said.

Sara Driscoll began her journalism career at 16 years old on her local newspaper, The Watford Observer. Working part time, she covered a range of beats. Leaving to complete her Journalism Degree at Bournemouth University, UK, Sara then went on to graduate and work for Emap. She began as a reporter on APR, Emap's construction title, being promoted to senior reporter with a year.Sara then joined VNU Business Publications as Deputy News Editor on CRN, the weekly trade title for channel players. She covered industry/business news from vendors, distributors and resellers, product announcements, partner announcements as well as market and trend analysis, research and in depth articles to predict up and coming trends in the sector. She was promoted within a year to News Editor, a year later to Deputy Editor and the following year became Editor. Sara remained editor of CRN for three years, launching the magazine on new platforms including CRN TV and eBooks, as well as several magazine and web site redesigns. She was called on for expert industry comment from various publications including appearing on live BBC news programs. Sara joined Ziff Davis Enterprise as Editor of eWeek Channel Insider. She runs the title in all formats – online up to the minute news, newsletters, emails alerts and events. She also manages the brand of Channel Insider in all formats - events, shows, awards, panel debates and roundtables.Sara can be reached at:sara.driscoll@ziffdavisenterprise.com

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