HP NEIL MACDONALD INTERVIEW
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says. “We’re very optimistic about the velocity that there is in the market today, but also the ingredients of Windows 11, AI and return to office with print, what that will deliver for us as an opportunity in the market. We believe that we are very well positioned to optimise that with our Amplify partners. “After going through the COVID years when there was a lot of uncertainty in the market, it’s nice to be more positive. “As with most industries, we’ve had a couple of tough, volatile years in the market. But we’re extremely optimistic about the future.” Message to channel partners With such optimism, Neil wants as many businesses as possible in the channel to work with HP and take advantage of all the opportunities that are available. “My message to our channel partners is to work with us and collaborate with us as much as possible,” he says. “We will work with you and invest in you as you are immensely important to HP. As I said at the beginning, more than 90% of our business is operated through the channel community, so they’re the most important partnerships that we have. “At HP we want to work very closely in collaboration with our partners, making sure that we put the right marketing investments behind the right initiatives with them. HP can help with what we offer with our Amplify Partner Programme, there is an immense amount of data that we can pull from Amplify that can be used, and we can help with acceleration around Windows 11 customer acquisition and migration, and, as I said right at the beginning, the broadest product portfolio in the market. So it’s a very exciting time.”
“Amplify develops based on feedback from those that use it, so it will never stay still,” says Neil. “We are bringing a global elite partner programme within Amplify as well for our largest partners that have a global footprint to make sure that we work with them in the best way possible to suit their business needs. Of course, we’re bringing Poly into Amplify as well now as well as a distribution partner to Amplify. “Amplify will develop as the partner business develops and its needs change over time.” Of course, HP is always looking to bring new companies into the programme, Neil adds. “The membership architecture of Amplify is designed to give our customers and partners the unique support of HP, and it’s consistent globally as well,” he says. “It’s a key programme for us to engage with our partners.” Exciting time With so much emerging technology, it is an exciting time for the industry and Neil is optimistic about what the future holds for HP, its partners, and the wider sector. “It’s a compelling time in the industry,” he
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We are bringing a global elite partner programme within
Amplify as well for our largest
partners that have a global footprint to make sure that we work with them in the best way possible to suit their business needs. Of course, we’re bringing Poly into Amplify as well now as well as a distribution partner to Amplify.
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