In the Idea Econ­omy era, com­bin­ing ap­pli­ca­tions and data cre­ates dra­mat­i­cally new ex­pe­ri­ences, new mar­kets

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The last year has been a year of huge change for HP – now Hewlett Packard En­ter­prise – why so much change?

We live and work in a world, which is un­der­go­ing ma­jor trans­for­ma­tion, and with tech­nol­ogy chang­ing more rapidly than ever be­fore, it's im­per­a­tive that we adapt to this new en­vi­ron­ment and that's pre­cisely why we split and launched Hewlett Packard En­ter­prise (HPE) in Novem­ber 2015. To help our cus­tomers get faster, we had to go faster our­selves. Since the sep­a­ra­tion, we have been driv­ing a tech­nol­ogy roadmap de­signed to ac­cel­er­ate our cus­tomers' dig­i­tal trans­for­ma­tion and tran­si­tion to the data cen­tre of the fu­ture. We are see­ing the ben­e­fits of be­ing a more fo­cused, more ag­ile com­pany fol­low­ing the sep­a­ra­tion of Hewlett-Packard Com­pany. For ex­am­ple, in the se­cond quar­ter of this fi­nan­cial year, all HPE busi­nesses in­creased rev­enue on an “as re­ported” ba­sis for the first time since 2011.

What is the fo­cus of HPE investments?

Our fo­cus is on build­ing se­cure, next-gen­er­a­tion, soft­ware-de­fined in­fra­struc­ture that lever­ages our world-class port­fo­lio of servers, stor­age, net­work­ing, con­verged in­fra­struc­ture, He­lion Cloud plat­form and soft­ware as­sets. Be­yond the data cen­tre, HPE is re­defin­ing IT at the edge with our next gen­er­a­tion of Aruba and com­put­ing prod­ucts for cam­pus, branch and IOT ap­pli­ca­tions. In ad­di­tion, through our Tech­nol­ogy Ser­vices divi­sion, we can de­liver con­sult­ing and sup­port to cus­tomers, while HPE Fi­nan­cial Ser­vices of­fers fi­nan­cial flex­i­bil­ity to clients to max­i­mize their investments. As you prob­a­bly know, we an­nounced in May 2016 our plans to spin off our En­ter­prise Ser­vices busi­ness and merge this with CSC to cre­ate a new global ser­vices leader, which will be com­pleted by the end of March 2017. We be­lieve our fo­cus will en­able us to bet­ter sup­port our cus­tomers achieve the trans­for­ma­tion they need to drive across their or­gan­i­sa­tions.

What are the main chal­lenges faced by your cus­tomers to­day?

A great idea alone is no longer enough – busi­ness suc­cess to­day is de­fined by the abil­ity to turn ideas into value faster than your com­pe­ti­tion. We now live in an idea econ­omy. Never be­fore have the tools re­quired to turn an idea into a new prod­uct, busi­ness – or even a new in­dus­try – been more ac­ces­si­ble or easy to de­ploy. In the Idea Econ­omy, no in­dus­try is im­mune to dis­rup­tion. Com­pa­nies, whether they be start-ups or large en­ter­prises, must com­bine their vi­sion with tech­no­log­i­cal agility to quickly turn ideas into re­al­ity or risk fall­ing be­hind. This presents an op­por­tu­nity and a chal­lenge for most com­pa­nies. On the one hand, cloud, mo­bile, big data and an­a­lyt­ics give or­ga­ni­za­tions the tools to ac­cel­er­ate the process and the time it takes to see a busi­ness re­turn. Com­bin­ing ap­pli­ca­tions and data can cre­ate dra­mat­i­cally new ex­pe­ri­ences, even new mar­kets. On the other hand, most or­ga­ni­za­tions have been built with rigid, in­flex­i­ble legacy IT infrastructures that are costly to main­tain and that make it dif­fi­cult, if not im­pos­si­ble, to im­ple­ment new ideas quickly. The ul­ti­mate win­ners are those com­pa­nies – be they star­tups or huge es­tab­lished busi­nesses – that un­der­stand how to use the power of IT to un­lock the full po­ten­tial of their ideas.

How do you help your cus­tomers?

Re­search by Ox­ford Eco­nom­ics and Hewlett Packard En­ter­prise fielded a global sur­vey of 300 busi­ness and IT ex­ec­u­tives dur­ing the fourth quar­ter of 2015. This re­search showed

The ul­ti­mate win­ners are those com­pa­nies – be they star­tups or huge es­tab­lished busi­nesses – that un­der­stand how to use the power of IT to un­lock the full po­ten­tial of their ideas.

that 70% of ex­ec­u­tives see the rapid devel­op­ment of new prod­ucts and ser­vices is a com­pet­i­tive ne­ces­sity but 69% find it dif­fi­cult to de­velop an idea into a prod­uct or ser­vice quickly be­cause of their cur­rent tech­nol­ogy in­fra­struc­ture. This is why we are in­vest­ing so much in in­no­vat­ing and build­ing se­cure, next-gen­er­a­tion soft­ware-de­fined infrastructures for our clients. Hewlett Packard En­ter­prise can en­able or­ga­ni­za­tions to act rapidly on ideas by cre­at­ing, con­sum­ing and re-con­fig­ur­ing new so­lu­tions, ex­pe­ri­ences and busi­ness mod­els. And we will de­liver in­fra­struc­ture that is built from com­po­nents that can be com­posed and re-com­posed eas­ily and quickly.

Our cus­tomers typ­i­cally ask us to help them around these four main ar­eas:

Trans­form­ing to a hy­brid in­fra­struc­ture: The em­pha­sis here is in help­ing cus­tomers seam­lessly man­age in­for­ma­tion across tra­di­tional IT and pri­vate, man­aged and public cloud en­vi­ron­ments;

Em­pow­er­ing a data-driven or­ga­ni­za­tion: Here we work with cus­tomers in turn­ing in­for­ma­tion into in­sight and in­sight into ac­tion;

Pro­tect­ing the dig­i­tal en­ter­prise: Crit­i­cal to our cus­tomers is man­ag­ing risk, mon­i­tor­ing op­er­a­tions, pro­tect­ing in­for­ma­tion and ap­pli­ca­tions and sus­tain­ing op­er­a­tional in­tegrity;

En­abling work­place pro­duc­tiv­ity: Driv­ing in­no­va­tion and cre­at­ing best-in-class ex­pe­ri­ences for em­ploy­ees, cus­tomers and part­ners through mo­bil­ity and net­work­ing so­lu­tions.

Over the last few months since the sep­a­ra­tion from HP Inc., what have been the ques­tions from your re­gional cus­tomers and part­ners?

On the day we sep­a­rated and launched as a new com­pany, we im­me­di­ately started in a strong po­si­tion, be­ing num­ber 1 or 2 in most of our key mar­kets, and in de­liv­er­ing one of the broad­est go-to-mar­ket ca­pa­bil­i­ties in the in­dus­try with our chan­nel part­ners and sales teams.

Hewlett Packard En­ter­prise is a dif­fer­ent com­pany. It is a stronger, more ag­ile, more in­no­va­tive com­pany that is bet­ter po­si­tioned to help our cus­tomers trans­form their IT infrastructures.

Our own ex­pe­ri­ence hav­ing gone through the sep­a­ra­tion is in­valu­able for our clients. Hewlett Packard En­ter­prise has the vi­sion, fi­nan­cial re­sources and flex­i­bil­ity to help our cus­tomers suc­ceed.

As a new and dis­tinct or­ga­ni­za­tion, HPE ben­e­fits from strong lead­er­ship, em­ployee ex­pe­ri­ence and knowl­edge, cou­pled with the agility and re­spon­sive­ness typ­i­cally found in leaner com­pa­nies. Our fo­cus on the chan­nel now is more tuned in than ever with ma­jor en­hance­ments be­ing made to chan­nel pro­cesses, op­er­a­tions, en­able­ment, sup­port, re­sources and tools.

All these fac­tors com­bined make us stand out from our com­peti­tors and pro­vide added value to our part­ners. And the pos­i­tive re­ac­tions from our cus­tomers and part­ners in South­ern and Eastern Europe (SEE) are con­firm­ing that we are on the right way to fur­ther strengthen our al­ready strong mar­ket po­si­tion.

Very of­ten we get asked how the key cus­tomers in SEE are ab­sorb­ing the new tech­nol­ogy. The truth is that in the SEE re­gion we have tra­di­tion­ally had a highly tech­no­log­ica llys killed work­force. We are run­ning a sig­nif­i­cant num­ber of highly in­no­va­tive projects with our cus­tomers in the re­gion, which are ground-break­ing in Europe or even glob­ally. This “early adopter” men­tal­ity that we have in SEE helps the cus­tomers lever­age the very best of the very new­est port­fo­lio. HPE has ben­e­fited from hav­ing a highly skilled team of peo­ple avail­able in the mar­ket by build­ing global de­liv­ery cen­ters in this re­gion and em­ploy­ing sev­eral thou­sands of IT ex­perts, who are here to sup­port cus­tomers and projects around the world.

Has it been chal­leng­ing to make the tran­si­tion to HPE from a re­gional chan­nel point of view?

The feed­back from our part­ners since the sep­a­ra­tion has been ex­tremely pos­i­tive. Part­ners ben­e­fit from hav­ing one “Part­ner Ready” pro­gram across the board for HPE, mak­ing it eas­ier and more seam­less to op­er­ate and man­age their re­bates, pro­grams, bonuses and more. Now more than ever, part­ners can ex­pect HPE to be more ag­ile and more fo­cused from an R&D per­spec­tive and go-tomar­ket strat­egy.

70% of ex­ec­u­tives see rapid devel­op­ment of new prod­ucts and ser­vices as com­pet­i­tive ne­ces­sity, but 69% find it dif­fi­cult to de­velop an idea into a prod­uct or ser­vice quickly be­cause of in­ad­e­quate tech­nol­ogy in­fra­struc­ture

Our key strate­gic part­ners are as­signed an HPE Chan­nel Man­ager who works to de­velop joint busi­ness plans. We know their mix of hard­ware ver­sus soft­ware ver­sus ser­vices, we know their strate­gic plan of where they are headed and we know what investments they are mak­ing.

This joint plan­ning also helps us to bet­ter al­lo­cate our Mar­ket Devel­op­ment Funds (MDF) and if the part­ner is aligned with a trans­for­ma­tion area, the plan is ap­proved for cre­at­ing more mar­ket de­mand.

Over the last year, there have been sig­nif­i­cant en­hance­ments made to the new “Part­ner Ready Pro­gram” of HPE. We have re­duced the amount of sales cer­ti­fi­ca­tion from nine to one and cer­ti­fi­ca­tions will be fo­cused on our four trans­for­ma­tion ar­eas.

Ad­di­tion­ally, our Part­ners can ac­cess Soft­ware Sup­port On­line (SSO) through the Part­ner Ready Por­tal. SSO pro­vides all the in­for­ma­tion and sup­port needed for a suc­cess­ful cus­tomer en­gage­ment. The self-solve knowl­edge base con­tains demos and down­loads, dis­cus­sion fo­rums, tools for servers and de­vel­op­ers, en­hance­ment re­quests, full man­u­als and gen­eral sup­port.

We have also added a new part­ner lo­ca­tor on the por­tal, which makes it eas­ier to find part­ners from a cus­tomer per­spec­tive.

Ev­ery part­ner will have their own trans­for­ma­tion jour­ney and we will sup­port each one achieve their goals.

With In­ter­net of Things (IOT), Big Data and cloud tech­nolo­gies gain­ing more im­por­tance, what is HPE's re­sponse?

In­ter­net of Things (IOT), big data, and cloud, amongst other in­no­va­tive tech­nolo­gies, play an in­te­gral role in HPE's four trans­for­ma­tion ar­eas and we've sig­nif­i­cantly in­vested in these tech­nolo­gies.

For ex­am­ple, in Big Data, we re­cently an­nounced the im­me­di­ate com­mer­cial avail­abil­ity of HPE Haven On De­mand, an in­no­va­tive cloud plat­form that pro­vides ad­vanced ma­chine learn­ing APIs and ser­vices that en­able de­vel­op­ers, star­tups and en­ter­prises to build data-rich mo­bile and en­ter­prise ap­pli­ca­tions. We also launched a new HPE In­ves­tiga­tive An­a­lyt­ics soft­ware so­lu­tion, de­signed to en­able fi­nan­cial in­sti­tu­tions and other highly reg­u­lated or­ga­ni­za­tions to iden­tify and an­a­lyse risk events and take ac­tion to pre­vent them.

In the Cloud or Hy­brid IT space, we've es­tab­lished a strong re­la­tion­ship with Mi­crosoft Azure, ap­point­ing them as a pre­ferred public cloud part­ner for our cus­tomers, while HPE will serve as a pre­ferred part­ner in pro­vid­ing in­fra­struc­ture and ser­vices for Mi­crosoft's hy­brid cloud of­fer­ings. We also re­cently launched HPE Syn­ergy, our com­pos­able in­fra­struc­ture so­lu­tion, which brings to­gether com­pute, stor­age, and net­work­ing. It's es­sen­tially a new cat­e­gory of in­fra­struc­ture de­signed to run both tra­di­tional and cloud na­tive ap­pli­ca­tions for or­ga­ni­za­tions run­ning a hy­brid in­fra­struc­ture.

Be­yond the data cen­tre, HPE is re­defin­ing IT at the edge with its next gen­er­a­tion of Aruba and com­put­ing prod­ucts for cam­pus, branch, and IOT ap­pli­ca­tions. IOT Edge­line sys­tems and Aruba net­work­ing sen­sors were specif­i­cally de­signed to help cus­tomers more ef­fi­ciently col­lect, process and an­a­lyse IOT data. The new so­lu­tions are key el­e­ments of our strat­egy of de­liv­er­ing more con­nec­tiv­ity and com­put­ing power at the net­work edge.

What is your chan­nel strat­egy go­ing for­ward? In which tech­nol­ogy ar­eas will we see more part­ners com­ing on board?

We will con­tinue to evolve and en­hance our chan­nel of­fer­ings and build tools, pro­cesses and other ini­tia­tives to ex­tend mar­ket share in the En­ter­prise mar­ket.

There is also strong fo­cus on the SMB seg­ment, which has been highly prof­itable for HPE and our chan­nel. Our trans­ac­tion busi­ness re­mains strong as we con­tinue to en­able and move part­ners to­wards the trans­for­ma­tion ar­eas. As such, Cloud, Big Data, Mo­bil­ity and Se­cu­rity will con­tinue to be the pil­lars for in­no­va­tion and chan­nel re­cruit­ment.

How can part­ners ac­cel­er­ate their busi­ness con­sid­er­ing the cur­rent mar­ket sit­u­a­tion?

Ev­ery­one knows that we're fac­ing a chal­leng­ing macroe­co­nomic en­vi­ron­ment. Soft con­sumer spend­ing, con­tin­ued weak­ness across Europe, and stock mar­ket volatility con­tinue to drive un­cer­tainty.

De­spite this, the re­cent launch of HPE will en­able us to re­main fo­cused on our abil­ity to ex­e­cute con­sis­tently and prof­itably and we are well po­si­tioned to de­liver on our plan to grow

in 2016 and be­yond.

By af­fil­i­at­ing with us, our chan­nel is as­sured of a vendor, who is uniquely po­si­tioned to be the most trusted tech­nol­ogy part­ner across in­fra­struc­ture, soft­ware, hy­brid IT and more. We are fo­cused on con­tin­ual in­no­va­tion, de­liv­er­ing value for our cus­tomers, and cre­at­ing bet­ter busi­ness out­comes for our share­hold­ers, part­ners and em­ploy­ees.

What is the busi­ness fo­cus for South­ern and Eastern Europe in the com­ing year?

We started our jour­ney as a new com­pany on Novem­ber 1, 2015, and over the next five years our aim is to gen­er­ate growth and long-term value for our cus­tomers and part­ners.

From where we are to­day, we will be able to con­tinue to grow by main­tain­ing our fo­cus on the four trans­for­ma­tion ar­eas al­ready high­lighted. We're pur­pose­fully con­cen­trat­ing our strat­egy around these ar­eas as we be­lieve they are the four most im­por­tant com­po­nents cus­tomers and part­ners need to fo­cus on in or­der to suc­cess­fully nav­i­gate their way through the huge tech­no­log­i­cal changes they are wit­ness­ing in their in­dus­tries and en­able them to cre­ate real ben­e­fits for their busi­nesses.

The plan re­mains to work more through chan­nels in fu­ture. They will be in­stru­men­tal in de­liv­er­ing upon our vi­sion. We rec­og­nize that ev­ery part­ner will have their own trans­for­ma­tion jour­ney and we will sup­port each one achieve their goals.

Martin Kubala,

Man­ag­ing Di­rec­tor and En­ter­prise Group Lead, Hewlett Packard En­ter­prise South East Europe (SEE) In Novem­ber 2015, Hewlett-Packard fi­nalised its his­toric divi­sion into two com­pa­nies, with the launch of Hewlett Packard En­ter­prise (HPE) on the New York...

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