Intel touts revamped partner programme

The channel continues to be Intel’s largest customer globally with 30% of the business coming from this segment. It’s for this reason that Intel is urging its channel partners in the region to join the Intel Technology Provider Program (ITP) which it says is aimed at helping them to build sustained channel businesses.

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Intel touts revamped partner programme Ildeniz says ITP equips partners with tools to deliver solutions.
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By  Manda Banda Published  May 24, 2012

The channel continues to be Intel’s largest customer globally with 30% of the business coming from this segment. It’s for this reason that Intel is urging its channel partners in the region to join the Intel Technology Provider Program (ITP) which it says is aimed at helping them to build sustained channel businesses.

Chip maker Intel has overhauled its channel partner programme to better support channel partners and end-user customers around the globe.

The plan comes after Intel launched its much touted Intel Technology Provider Program (ITP), which has been designed to provide partners with enhanced partner tools and resources that enhance profitability.

To this end, the vendor has revamped its channel partner programme and through the new Intel ITP initiative, the company has reached out to over 6,000 partners comprising small retailers, resellers and power retailers across the Middle East, North Africa and Levant region.

According to the vendor ITP has been developed to support the sales and marketing efforts of all channel partners that specify, design, build, or resell Intel-based technology solutions through a single, integrated membership programme. The company says the programme equips partners with the resources to deliver hardware or technology solutions that effectively address your customers’ business challenges.

The company states that if a partner resells Intel products or delivers solutions based on Intel technologies, the partnership with Intel will provide the resources to help identify new opportunities, develop expertise and deliver technology solutions that help address the partner’s customers’ business needs.

Aysegul Ildeniz, regional director, Middle East, Turkey and Africa at Intel, said the move to ramp the programme has been designed to assist partners for sustained success and profitability. According to Ildeniz, the ITP initiative was unveiled in 2011 and is an on-going initiative that was extended to partners that not only build systems, but also those selling Intel technology-based systems and solutions, supporting their product development, technical support and sales efforts.

Ildeniz said ITP has been designed to support the sales and marketing efforts of all channel partners that specify, design, build, or resell Intel-based technology solutions through a single, integrated membership scheme. “The initiative equips partners with the resources to deliver hardware or technology solutions that effectively address their customers’ business challenges,” she said.

Ildeniz added that if a partner resells Intel products or supplies solutions based on Intel technologies, the partnership with Intel will provide the resources to help identify new opportunities, develop expertise and deliver technology solutions that help address the partner’s customers’ business needs.

Ildeniz explained that revamping the Intel Partner Program into ITP was one of the biggest investments the company made last year as the new programme now boasts a robust infrastructure and tools for channel partners to tap into.

Taha Khalifa, regional director, Reseller Channel Organisation (RCO) Sales, Middle East and North Africa (MENA) at Intel, added that the company has built a network of active partners and to-date has touched over 2100 stores across the MENA and Levant region. “We have managed to train over 6,000 retail sales persons and assisted small retailers and dealers with store branding and other marketing supporting activities,” he said.

Khalifa said all the partners that Intel has been in touch with have received training, branding and marketing tools and have been educated on what to sell and how they can sell those Intel solutions to their customers. “The impact that this initiative has had is sizeable and at the moment we want to ensure that we reach as many smaller partners across the region,” he said.

He added that the ITP initiative aims to assist partners to develop their businesses for sustained success. “We have extended this programme to partners that not only build systems but also those selling Intel technology-based systems and solutions by supporting their product development, technical and sales efforts in the region,” he said.

Khalifa explained that for local SIs the main challenge has always been the ability to compete with multinational manufacturers. He said through the Intel ChAMP programme, partners can tap into Intel’s rich ecosystem and expertise to be able to offer competitive solutions for their local markets. Another issue for resellers has been the trend of large format retailers growing at the expense of smaller reseller outlets. “To support the channel partners maintain their competitive edge in the market, we are transforming smaller dealers into solution providers,” he said.

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