HP Targets Enterprise Printing Sector
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."