HP's goal is to get at least one-half of partners in Amplify Impact by 2025.

Lynn Haber

September 16, 2020

3 Min Read
Rain Forest, Sustainability

HP Reinvent 2020 virtual, the vendor’s global partner conference, kicked off Wednesday with a lineup of enhanced PCs, new print solutions, and a call to action for partners to engage in the vendor’s sustainability commitment.

In July, HP announced its rebuilt partner program – Amplify – which will roll out to partners on Nov. 1. HP Reinvent attendees will get a deep dive into the new program’s specifics. The three pillars of HP Amplify are performance, capabilities and certifications, and collaboration.


HP’s Christoph Schell

“Partners are the lifeline of HP. They are part of the family and represent, globally, close to 88% of the revenue that we do,” said Christoph Schell, chief commercial officer at HP. “This yearly opportunity to reconnect with partners is super important for us. Not only to understand what is top of mind for them and the feedback they get from their customers, but to fuel innovation on the product side and services, and go-to-market side.”

HP Amplify Impact

In a first-time initiative, HP encouraged partners to engage in sustainability efforts. Amplify Impact, an extension of the Amplify partner program, is a partner assessment and training program on how to achieve the three pillars of sustainability — people, planet and community.

“This is a long-term initiative for partners to focus around the three pillars that we have defined in HP’s sustainable impact strategy. It’s the first industry program to help partners assess and train in a meaningful way around [the impact] they can have on diversifying the IT channel partner ecosystem. We believe it’s a bold change for our industry and a change that is overdue,” said Schell.

The vendor set an ambitious goal to have one-half or more of its global partner community join HP Amplify Impact by 2025.

New Products at HP Reinvent 2020

The impact of the pandemic over the past six months has changed the future of work. As a result, HP responded with a range of enhanced PC offers for partners and customers.

  • ProBook 635 Aero G7, a light AMD-based business notebook.

  • ProBook 600 G8 and 400 G8 PC Series, designed for professionals at growing companies.

  • EliteDesk 805 G6 Series, designed to meet the demands of a multitask workday.

  • ProDesk 405 G6 Series, featuring the latest AMD Ryzen PRO series processors.

  • E24t G4 Touch Monitor with integrated fast and responsive in-cell touch technology.

  • E24d and E27d conferencing monitors optimized for virtual collaboration.

  • Business Boost: bundled PS and Print hardware and services optimized for SMBs.

  • Device-as-a-service (DaaS) program updates.

“We hear that in the new normal, the need to democratize access to technology is super critical. Also, there are a lot of do-it-yourself kinds of approaches of the past that need to get streamlined and operationalized. And, frankly, the need for a foundation that drives collaboration is critical. HP is addressing those three pillars,” said Mike Nash, global head of customer experience for personal systems at HP.


The shift to remote and distributed workforces has accelerated many companies’ efforts for remote management and digitized workflows. As customer buying behaviors continue to evolve, large enterprises, governments, SMBs and individual employees have had to adapt to new digital workspaces.

In response to these changing dynamics, HP launched new print products, services and solutions at HP Reinvent 2020, optimized to enable new ways of working, managing and buying.



  • HP LaserJet Enterprise 400 Series, HP’s smallest enterprise-class experience.

  • HP DesignJet portfolio for architect, engineer, construction and home offices.

  • Document Workflow Cloud solution for simplifying the flow of information from paper to digital.

  • Fleet onboarding tool, enabling partners to quickly onboard HP Workpath across printer fleet.

  • Expansion of subscription-based plans for toner.

Earlier this month, HP unveiled its Fall 2020 hardware lineup. In particular, the company showcased its Z by HP portfolio with more than a half-dozen new products.

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About the Author(s)

Lynn Haber

Content Director Lynn Haber follows channel news from partners, vendors, distributors and industry watchers. If I miss some coverage, don’t hesitate to email me and pass it along. Always up for chatting with partners. Say hi if you see me at a conference!

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