Hewlett Packard Enterprise is honing in on the local channel following a wave of new offerings and resources aimed at accelerating partner growth across Australia.
As outlined during its recent 2016 Global Partner Conference, the tech giant is expanding its Partner Ready program, which aims to deliver additional resources to partners of all sizes and specialties.
New features include the integration of competencies designed to help partners capture additional market share, alongside a new and fully integrated Partner Ready Networking Program and a revamped Partner Ready Service Provider (PRSP) Program.
Coupled with the channel updates, the vendor has also introduced updated hardware and services for enterprise mobility, in a move designed to build across product lines that include networking, cloud, storage and hyper-converged computing.
“We’ve gained feedback from partners on global best practices to continue and meet the changing needs of customers,” Hewlett Packard Enterprise director of partner sales and commercial business across South Pacific, Chris Trevitt, told ARN.
“They reflect the growing diversification of our partner ecosystem. For example, our PRSP Program was quietly launched in Australia a few months ago and we’ve got a number of service providers that have signed up, which we will announce in the coming months.”
Trevitt said the overall aim of the refreshed program is to drive growth and profit for partners, and ensuring the channel has access to new innovations, research and development.
In linking channel strategy to other aspects of the wider HPE business, Trevitt said the Partner Ready Networking Program also blends with the Aruba program, following the vendor’s acquisition in March 2015.
“This provides partners with the best of both worlds,” Trevitt explained. “It’s the front-end profitability of the Aruba program and marrying that with the back-end rebate program of HPE, giving our networking partners access to deal registration, MDFs, etc.”
With the changes set to take shape on November 1, Trevitt said the move will help partners build competencies around key practice areas, enabling them with the ability to sell products and solutions in a competency framework but also develop the consulting services around it.
Echoing Trevitt’s comments, Dicker Data COO, Vladimir Mitnovetski, said that from a distribution perspective, the alterations will be most felt across the mid-market in Australia, providing a key marker of differentiation for the channel as a result.
“While I understand HPE will take the top-end of the enterprise partners, we can provide different sets of values,” Mitnovetski told ARN.
“Developing those competencies is a positive message because as a distributor, we value and differentiate ourselves with competition in being able to take the message and enablement program right to the heart of the SMB and mid-market ecosystem.
“The more HPE invests in this program, the more we can go out there and hand-hold our partners.”
For Trevitt, the move represents a levelling of the playing field for partners across the country.
“You don’t have to be a multi-national,” he explained. “If you have a competency and solid IP, then you can be a niche partner that focuses in a certain area such as mobility-as-a-service or wireless-as-a-service.
“Because now, you’re delivering solutions within a competency set and you can focus on just one or two and be really good at it.”
Vertically speaking, Mitnovetski said the restructured program also provides access to new and untapped sectors in Australia, alongside traditional industries such as Federal Government.
“It opens up a lot of doors,” he added. “There’ll be many new cloud-born resellers and service providers developing their expertise in the market.
“They are the ones that are distribution’s first point of contact as they’re not yet developed or enabled by HPE.
“During the past six months, the dynamics of partners and their confidence in HPE has spiked up. It reconfirms that these global initiatives are translating on a local level. For us, it changes the value of distribution and we’ve become more of an advisor to the channel.”
Reflecting the diversification of the partner ecosystem, Trevitt said the changes highlight HPE’s desire to become a consistent and relevant vendor of choice for resellers.
“It showcases these new market segments and partner segments that are opening up and our job is to be relevant to them and try and provide them a way to help them grow their business,” he added.
“It’s about building outcomes together. I expect us to become more partner focused in the coming years because it’s about the delivery of these competencies across almost all market segments.
“Our partners not only provide us with reach into the market, but also with skills that we don’t have. It’s a two-way street and we as a company need to focus on being easy to do business with.”
The vendor’s increased focus on the channel follows news that Alan Hyde is to vacate his role as vice president and general manager of Hewlett Packard Enterprise in Australia, to be replaced by the returning Stephen Bovis.
Responsible for running the vendor's enterprise group business across the South Pacific Region, Hyde joined HPE in March 2014, following managerial roles at NEC and SAP.