HP Inc. unveiled HP Amplify, a first-of-its kind globalchannel partner program optimized to drive dynamic partner growth and deliver consistent end customer experiences. Built on a single, integrated structure, HP Amplify provides the insights, capabilities and collaboration tools needed to drive growth as digital transformation and customer purchasing behaviors continue to evolve. The new program goes into effect November 1, 2020 for commercial partners with retail partners slated to transition in the second half of 2021.
By consolidating HP’s best partner products, tools and trainings into one intuitive program, HP Amplify removes complexity, making it easier for partners to take advantage of its many benefits and engage customers on a deeper level. Now comprised of just two distinct tracks – Synergy and Power – with clear compensation levels, HP Amplify provides partners with the flexibility to invest in value-added services and capabilities. The more a partner invests in these capabilities, the higher the rewards.
“Today’s buyer expects streamlined, automated and personalized experiences. To thrive in this changing environment – with data as the new currency – requires a combined shift to relate to our customers as individuals, not markets,” said Ng Tian Chong, Managing Director, Greater Asia, HP Inc. “HP Amplify not only makes it easier for partners to do business with HP – it provides partners with a clear path to ready their business and succeed in today’s environment and beyond – to capitalize on emerging trends and play a central role in the evolving customer buying journey.”
Experiences at the Speed of Digital
Customers have dramatically altered how they research and buy technology and how they engage with brands, buying more products and services through digital channels, such as e-commerce, partner portals and marketplaces. At the same time, technology and digital transformation are advancing at an astounding pace while business models are shifting from simple transactions focused on selling products to contractual relationships.
For the IT industry overall, and the channel specifically, it means business as usual is no longer an option. With the introduction of HP Amplify, HP is taking decisive actions to capitalize on these shifts, arming partners for future growth and to deliver a more satisfying customer experience.
“HP and its partners have an enormous and exciting opportunity to reinvent the way we do business and our route-to-market,” said David Tan, Head of Channel, Omni and Supplies Sales, Greater Asia, HP Inc. “Yet addressing these opportunities requires overcoming system inadequacies, legacy habits and embracing new business models. We’re making this leap together, embracing and investing in important changes to our ecosystem and our shared capabilities.”
Performance, Capabilities & Collaboration 
Designed to enable progressive go-to-market strategies that cater to a combination of transactional, contractual and hybrid selling models, HP Amplify focuses on three core pillars: performance, capabilities and collaboration.
HP Amplify Impact
HP’s dedication to sustainable impact through technology that makes life better for everyone, everywhere has long been integral to its business strategy and operations. Together, HP and its partners can make a lasting difference by acting in lockstep to further fuel innovation and growth in these areas.
For this reason, as an extension of the company’s new global program, HP is introducing HP Amplify Impact, inviting all partners to join HP its pledge to address:
- Planet: Working toward a circular, low-carbon economy
- People: Respecting human rights, enable people across the value chain to thrive; and cultivate a diverse and inclusive culture
- Community: Unlocking educational and economic opportunity while improving the vitality and resilience of local communities
For partners who choose to join this opt-in pledge, HP will provide training and support, and help identify potential gaps in the goals partners wish to set and provide guidance on how to achieve those goals. HP will provide more details closer to the launch of HP Amplify on November 1, 2020.