Intel introduces new channel program

Chip giant, Intel, has revealed its new channel program in A/NZ at its Solutions Summit in Melbourne.

Called Intel Technology Provider Program, it consists of three tiers - Registered, Gold and Platinum. It will roll system builders and resellers into one program instead of being dispersed across a few programs. The program was first introduced in the US in February.

“Before, the program only supported integration. A lot of our resellers resell branded systems with Intel content,” Intel worldwide reseller channel organization general manager, Steve Dallman, said. “We eventually listened and we’ve expanded it to really meet the needs of customers no matter how they’re delivering Intel technology. We have a spot for them where they can get training and find out what’s going on, and keep up with how things are evolving.”

Locally, the program will be formally launched in June. Partners under the current Intel Partner program will be transitioned across. For example if you were previous a Premier partner under the old program, you would be transitioned into a Platinum partner.

Throughout A/NZ, the chip giant has about 3000 partners.

“We do want to measure their expertise and we’re working on programs now to see how much branded product they’re selling. It’s going to take a bit of time, but we’ll get there,” he said.

Intel is also focusing more on adjacent business such as the enthusiast market and spending more money on innovation within all-in-one machines, tablets and servers, as well as speeding up the process to get new products to the channel, Dallman said.

He stated by the end of the year , 75 percent of Sandy Bridge volume would derive from the channel. “The channel transitions very quickly to new technology,” he said. “Especially in APAC in April, they shipped more Sandy Bridge’s then they did in all of Q1.”

Entry level desktop, based on the Atom chipset has grown 33 per cent for Intel with about 66 per cent of that volume coming from the channel, Dallman said.

“The largest market for that is APAC,” he said.

Intel is also making major investments into its online capabilities and sales.

“We’re putting infrastructure in place. We’re not doing this to replace sales people, but we’ll helping them become more productive,” Dallman said. “It will offer high value in helping our customers grow their business.”

The chip giant is also stepping up training and education within the channel on solid state drives.

“The Australian channel is lagging a bit when we compare the numbers to Korea, Japan and North America in the uptake of this technology,” Intel Australia national marketing and reseller channel organization manager, Kate Burleigh, said. “I’m sure it will take off this year, but we need to do more market education.”

Julia Talevski attended Intel Solutions Summit in Melbourne as a guest of Intel.

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