In order to tap the higher end of the SMB market, Hewlett-Packard (HPQ) has announced a new effort called the SMB Exchange. The SMB Exchange is a new direct sales force that will augment coverage of the market in addition to channel partners and channel programs.

The new direct sales force, which will be based in Rio Rancho, New Mexico, will target new customers in the SMB market, but only those not already working with HP channel partners. The goal is for this new direct sales team to work collaboratively with channel partners and HP assures partners that customer lists will be carefully cross-referenced to avoid duplication.