Reseller News

Intel targets branded system partners

Intel says this year’s trans-Tasman channel conference is a “much broader church”, as it aims to work increasingly with branded system resellers in the next 18 months.

ANZ sales manager Andrew McLean, who came to the Auckland leg of the company’s five city Australia/New Zealand tour, says the 20 year-old channel programme has historically served systems builders.

“[Intel] has been like the R and D department for those people. We still do that, but if you look at the trends in the market the system builders were building their own desktops. The growth in the market is coming from notebooks now. There’s no such thing as a pure system builder anymore.”

McLean says part of his job is to change the way Intel addresses the channel.

“Over the next six to 18 months we will make changes in how to go out to people [that are] just doing pure play branded products, not just those building and reselling.”

He says it will be able to reach some of these through direct relationships, but because there are so many branded system resellers it will need to use its distributors Ingram Micro and Synnex.

The Auckland conference, held in late July, had a strong focus on the SMB market, which McLean says is the biggest and fastest growing area of the commercial PC market.

“It has been slower than the consumer market to embrace notebooks but towards 2012 all of the growth will be coming from notebooks. Desktops will tail off slowly over the next three to four years.”

Intel partners should take advantage of each of the form factors Intel plays a part in – including notebooks, slates/tablets and smartphones, says McLean. Notebooks and smartphones ultimately serve as internet access devices, he says.

“Resellers know they can command a premium for the Intel-based products they [offer]. To do that they need educated sales people who can communicate the product benefits.”

About 100 partners registered for the Auckland conference.