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INTERVIEW: Peter Oganesean, HP

by Stuart Wilson, Tuesday 19 July 2016

Channel EMEA is an official media partner for the inaugural SMB Channels Middle East event, set to take place in 2017. In the run-up to next year’s event, we’re running a series of interviews with major vendors and VADs in the Middle East to understand their SMB channel priorities and strategy. Next up in the interview series is Peter Oganesean, regional manager HP Inc. UAE and Iraq.

Channel EMEA (CE): Can you provide a current overview of HP’s go-to-market model to reach SMB end users through resellers in the Middle East?

Peter Oganesean (PO): HP has implemented a go-to-market strategy to address the changing business environment and requirements from our customers. In order to do this, HP is working with a network of channel partners who can address the specific needs of our customers and gauge which coverage model and resources are best aligned with HP’s strategic priorities.

CE: How are you segmenting the SMB-focused resellers in the region and how easy is it to build relationships with these resellers to build enough reach in this segment?

PO: HP wants to secure optimal customer coverage for all HP products and services to make it easy for customers to find and buy an HP product. To ensure this, a segmentation model based on industry analyst standards has been developed.

CE: How do you see the SMB sales opportunity developing in the Middle East moving forward? Are you seeing the number of potential resellers to sell through increasing?

PO: The situation in the SMB space is stable with the potential to grow. Without a doubt, our long-term relationships and product superiority means the number of resellers we are working with is constant and on an even more positive note, the reach is getting wider and we are building new relationships and brand ambassadors every day.

CE: What are the biggest challenges related to building and managing an SMB reseller channel in the Middle East market?

PO: The expectations are well set prior to the engagement. We make the objectives clear and ensure full support is given back to the partner as well. The HP channel programme along with the relationship that we build with the channel allows us to partner without any major challenges.

CE: What sort of SMB end-user lead generation activities is HP undertaking and how are these then allocated to your resellers?

PO: Based on reseller specialisation and a predefined activity plan we engage several activities. This varies from teleweb marketing supported by the HP call centre, to the in-house team of a respective partner to a complex vertical roadshow with further lead follow-ups.

CE: How do you make sure your SMB channel programmes remain cost-effective? This is potentially a large base of resellers to work through – how do you maintain the relationships and drive their loyalty to your solutions?

PO: We developed a partner programme called Partner First. The Partner First programme addresses the needs of all HP partners from retail to commercial and distribution, plus addresses new partners such as system integrators and alliance partners. The infrastructure supports channel engagement, sales excellence and growth initiatives across the business.

CE: What are your three strategic priorities for your SMB channels for the rest of 2016?

PO: Solution in a box - that is the strength for HP, be it across PC or print. On mobility, we have a broad offering which addresses manageability and security-related issues. Plus, we want to establish PageWide printing technology with channels.

New SMB Channels event

SMB Channels Middle East, organised by DISTREE Events, will launch in Dubai in 2017. The new two-day event will bring together 300 executives from the region’s leading resellers of IT solutions focused on serving small and medium businesses (SMBs). More than 60 vendors and value-added distributors (VADs) are set to showcase their solutions and services in the main exhibition area at SMB Channels Middle East.


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