HP held its annual Amplify channel event live for the first time in more than two years in Palo Alto, CA on August 25-26. This is the first stop of a three-region channel roadshow, where HP will also be in the Middle East and Europe. Enrique Lores, HP President and CEO, led the general session with a recap of events over the past two years, stating that last year’s revenue grew more than $6 billion by the channel.
| Enrique Lores, President & CEO of HP |
Kobi Elbaz, Senior Vice President & General Manager of the Global Channel Organization, briefed attendees about the day that the pandemic brought on some unprecedented changes that would continue to transform the industry forever. Hybrid office growth and this blending of home and work continue to blur the lines for what consumers want and need for their personal lives and business. With workers spending more time at home, the need for a secure yet blended family/business computing and peripheral system has become a new reality. Elbaz continued with some additional trends that have arisen during the pandemic, such as the rise in use of data analytics, evolving consumer buying patterns, and sustainability. With this, HP has provided its channels with a variety of offerings to help navigate these changes.
e-Commerce and HP
HP Amplify Online is HP’s solution to the growth in e-commerce—not only for consumers, but also for business-to-business (B2B). In a recent Keypoint Intelligence e-commerce webinar, we stated that 65% of B2B companies across industries would be transacting online by the end of 2022. Because of this, HP is doubling down on e-commerce with its channel partners by offering them a turnkey e-commerce platform, which will allow the dealers to sell HP’s full line of PC, peripheral, and copier/printer products along with their supplies and service programs. Unfortunately, because it is HP’s platform offering, it is limited to HP products and they have access to the analytics that come out of this platform.
Data analytics was the other important area that HP said it can help provide its channels with better insights. This has been a sticking point with some channel partners, as the channel has always preferred an arm’s-length distance when it comes to their OEM partner relationships. With HP Amplify Data Insights, HP requires quite a bit of reporting and data collection as part of the programs and, in return, HP promises better insights to help dealers not only with predictive analytics, but also with its programs and incentives. The company claimed that a high percentage of their channels are reporting their data, compliant with their program, and they should be benefiting from this soon.
Print and Plant
HP continues down the messaging path of sustainability, with its HP Amplify Impact program. The company’s goal is that its channels and the media educate the market that printing—at least with HP products and programs—is not as detrimental or negative to the environment. With HP’s recycling programs (as well as through its Instant Ink program, where it monitors pages that are printed), HP’s reforestation program will plant trees through its partners for every page that is printed. HP wants to continue to lead this with its channel partners and become a net zero emissions company by 2040.
Technology and a First Time Appearance
When it comes to technology, HP definitely sees the hybrid office and the future of work as a big part of its strategy. The company says that technology follows employees and we have entered into a big, historical change when it comes to employees having more power. Regarding productivity and having a better experience, employees are more heavily involved in making decisions toward the equipment and services—whether they are in an office or at home.
HP acquired gaming company HyperX in 2021, believing this will help those millennial purchasers that are entering the workforce that want an immersive gaming environment and powerful computing experience. HP announced its intent to acquire Poly (originally Polycom/Plantronics) back in March and officially closed the acquisition on August 29. This should provide the best collaboration and communications experience for their enterprise, hybrid customers.
In addition, for the first time at the event, HP showed the highly anticipated E700 and E800 series of A3 copiers, which are equipped with a large screen display, built-in keyboard, ID reader capabilities, as well as new interchangeable color panels to meet the desires of office managers looking for a contemporary design that matches the new style of office environments. Additionally, workflow solutions paired with this new set of hardware can be the center point in a customized workflow design. HP hadn’t released a full line up or a change in the A3 line in over four years, and these devices definitely have the power and performance to take on its rivals.
HP Instant Ink
Lastly, HP talked quite a bit about the success of its Instant Ink program, which now has over 11 million subscribers worldwide. HP is extending its Instant Ink program to small and medium sized businesses, and with the new LaserJet Pro with HP+, it is designed to simplify technology management for small business owners by replenishing supplies without having to manage or request them.
With a single Instant Ink account, small businesses automatically receive device-specific supplies (ink or toner) for multiple devices in multiple locations. Combined with advanced features on the new LaserJet Pro with HP+, an Instant Ink subscription can help small businesses save time and money. It also makes recycling cartridges easy, as well as protects and restores forests around the world by working with partners that plants trees for every page printed through HP+. HP’s Instant Ink program can now also include paper that can be incorporated into the monthly subscription, and HP is also working on a bundled monthly subscription program that would include the cost of the hardware, supplies, service, and paper.
Keypoint Intelligence Opinion
It had been more than two years since HP held a live event, due to the pandemic, but in the meantime had been quite busy working on new products, acquisitions and navigating the future of work; coming up with some pretty compelling strategies to help the new hybrid workstyles. Although the pandemic had some pretty challenging tailwinds, such as supply chain issues (which HP is addressing, hiring a Chief Supply Chain Officer), HP continues work through these challenges and deliver to the channel interesting solutions, services and programs to emerge out of the pandemic with a plan.
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