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HP wants resellers to Connect with customers

Trying hard to be appealing

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Internet Security Threat Report 2014

Flying in the face of accusations that it is about to dump its channel and go direct, Hewlett Packard (HP) has launched an advertising campaign aimed at promoting its reseller base. This is the first time HP has run an ad campaign on behalf of its channel and it is being run to support HP’s Connect accreditation programme. Connect groups all existing HP accreditation schemes into five categories; wholesaler, Connect reseller, select business reseller, select value-added reseller and select corporate reseller. The idea, HP claims, is that this approach is more streamlined and makes for more efficient account management. Kevin Kearney, HP EMEA commercial channel marketing manager said: "When we launched the Connect programme, we promised we would take an active role in helping our channel partners promote its values. This advertising campaign does that by appealing directly to end users, letting them know Connect is a name they can trust." Back in AugustThe Register reported that HP resellers were not stampeding to sign up to the Connect programme. Today no-one was available from HP UK to tell us all how successful the scheme has - no doubt - now become. ®

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