HP has selected 13 North America partners for the launch of its high-margin 3-D Multi Jet Fusion printer channel program. Page: 1
HP formally launched its high-margin 3-D Multi Jet Fusion printer channel program with 13 highly specialized North America partners with deep 3-D manufacturing expertise.
The 13 select partners, which have proven track records in the 3-D manufacturing market, will enjoy the benefits of an innovative high-margin program that allows them to participate not only in the sale of the products, but also receive rich commissions from materials used to print 3-D manufacturing products and the annual HP maintenance contract.
That ability to make commissions beyond selling the 3-D printers is a critical differentiator for HP, said Alex Monino, head of HP’s worldwide 3-D printing channel program. « We have [manufacturing] material sales and service mapped to whoever sells the hardware, » he said. « That is unique in the 3-D printing business. »
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A key focus of the channel program has been making sure that HP does not « overdistribute » the product, ensuring high margins for partners that have made significant investments to play in the 3-D manufacturing market, Monino said. Each of the partners has a detailed business plan with specific sales and profit goals.
« This is not a box-moving business, » he said. « We have protected our partners’ investments. We have really thought about the business model for the resellers. They are keen to invest knowing they are going to have a return on their investment. We are in this for the long run. What is important for us is that when partners invest, they have line of sight on their return. »
HP formally launched the global reseller program – which includes three distribution partners: Synnex in the U. S., Westcoast in the U. K and ALSO International in the Netherlands — at RAPID, a 3-D manufacturing show being held in Pittsburgh this week.
« Long term, this digital transformation is taking us and our partners outside of traditional IT into business technology, » said Peter Larocque, president of North America distribution for Synnex, which is making significant investments to help partners cross the chasm into the 3-D manufacturing market.
« 3-D print is driving all sorts of different applications that are putting partners at the front end of the business – not just the back end. The sky is the limit for this business. We have put a lot of resources into value print, » said Larocque.
Key for partners is strong execution as they move from reselling IT products to mapping business transformation in highly specialized markets like manufacturing, he said.
« We have always done a good job executing with changes in the IT market. In this case we are working with our customers’ customer — helping them make the sausage — for example, an auto part store making parts, » said Larocque.
