HP EMEA channels boss set to focus on Middle East as part of new set-up

Jos Brenkel poised to oversee growth of HP's channel business in the Middle East, Africa and Mediterranean following disbandment of International Sales Europe region.

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By  Administrator Published  April 1, 2007

The EMEA VP of HP's Solution Partners Organisation, Jos Brenkel, is set to oversee the Middle East and North Africa channel slice of a new internal structure that the vendor is planning to introduce later this year.

From May 1st, HP's International Sales Europe (ISE) region will be broken into two territories: a division focused on Eastern Europe and Russia, and the newly named Middle East, Mediterranean and Africa region (MEMA).

Ken Willett, who has been leading the ISE Technology Solutions Group sales organisation will head the MEMA region, while Brenkel - the architect behind a number of channel programmes that HP currently implements in Europe - will drive channel strategy. "The ISE region has been a huge driver of the growth for many years," said Eric Cador, senior VP EMEA at HP's Personal Systems Group. "We've decided that on May 1st we'll split this region in two because we've grown so much. It's important that we focus and invest more in that part of the region as a whole," he added.

Cador also commented on the recent visit of an HP auditing team to the vendor's Middle East office.

He says the audit was a standard procedure that the vendor indiscriminately carries out across its global operations, indicating that it wasn't an assessment of specific policies such as order pricing guidelines (OPG) as some market sources have suggested. Cador insists the audit sends a "strong message" to channel partners about HP's commitment to doing business in a consistent and transparent manner.

"We absolutely want to reward and encourage this," he explained. "The majority of the partners do business properly, but if we need to police things here and there, we will. This is critical to the company long-term - we have to be irreproachable from an ethical standpoint."

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