Intel pushes closer channel ties

Chip giant, Intel, has responded to channel partner feedback on its growing product range and training by adopting a back-to-basics approach, according to the company's Asia-Pacific channel chief, Kamil Hasan.

"The IT industry is a very dynamic environment and it's gone beyond gigahertz and what each processor provides the end user," he said. "What used to be a simple 5-10 SKUs for channel partners has changed."

The former Pakistan country manager said channel partners had expressed concern about the growth of the vendor's offerings, from the desktop to the server and mobile, and the services that would be wrapped around them.

"What the channel wants is simple - they want their business to grow," he said. "There were concerns about the way our channel business has evolved and that feedback has been very important."

Hasan, who is responsible for 45,000 partners regionally, said the vendor had devised a new philosophy called CARE.

"CARE is short for communication, alignment, return on investment and evolution," he said. "Communication, for example, is a focus on the frequency and clarity of our communications with partners. We also want to be in listening mode."

Hasan emphasised alignment, pointing out that with 41 per cent of its business running through channel partners, it was vital for the vendor to be in step with them.

"More products on the market require more time and effort from our partners, including more training," he said. "A reseller going into server technology, for example, will find it's not like the desktop and they will need the right training for the right market."

Hasan was confident Intel's stronger channel alignment would resonate well with Australian partners.

"The economy here is buoyant, unemployment is low and while this is a very mature market for Intel, it's actually still growing," he said. "Australia accepts very high-end product and with quad-core coming in Q3, we'll be watching this market very closely."

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