Intel is Launching a New Streamlined Channel Partner Program

by: Nichole Gunn March 30, 2011

In a February 28th press release, Intel announced the impending launch of a new channel program that is designed to create strong networking opportunities between system builders and partners, all under a single platform. Intel states the new program was initiated in response to industry trends.

According to CRN, the Intel Technology Provider Program is a streamlined platform consisting of three certification levels geared toward simplifying resellers’ endeavors through integrated technologies. The structured tiers are: Registered, Gold, and Platinum.

With Intel channel partners feeling their partnership bonds diminishing, vice president of Intel's Sales and Marketing Group Steve Dallman addressed the issue at a press conference. “They asked why we were abandoning them, why we were leaving them behind. We're putting this support in place for them.”

During the Solutions Summit in Las Vegas, Intel's general manager for the Americas CJ Bruno explained that, “the three levels allow us to modulate our business together to enhance the program as we move forward to deliver on embedded and compute opportunities."

Bruno added, “Independent of what level of integration our partner delivers, they should be getting credit for it. That's the whole idea behind the program. If you're delivering Intel technology, you can be in the program.” He also noted that the new platform reduces any confusion by providing a simple and clearly defined structure that encompasses all members.

Along with simple and easy use, the program offers enhanced features that include: face-to-face training between the vendor and its resellers; a workshop that gives partners the opportunity to test new architectures prior to actual use; partner access to the Virtual Intel Channel Conference; and learn-at-your-own-speed online training for all partners.

Not wanting to rush the process, Dallman told partners of the programs installment process. "A lot of the things we're talking about aren't immediately available. But we'll take feedback from our partners and apply it to the program." CRN reports that Dallman expects all phases of the program to be complete by the end of the year.

Featured changes to the new program allow for any reseller that wants to join the program to have the same advantages and experiences. Dallman did note however that some changes in partner status might occur. The program’s emphasis is on welcoming all partners, but its primary focus is to establish secure bonds with the most reliable and effective Intel resellers. As with any business, profit is the key to success.