Intel partner shift puts emphasis on embedded devices

Intel has merged its separate programmes for system builders and branded resellers into one channel partner system, a move that recasts Intel the chipmaker as a platform company

Intel has brought together its previously separate Intel Channel Partners programme, for system builders and integrators, and its Intel Technology Providers programme, for branded resellers, into one programme dubbed Intel Technology Providers.

The move, announced on Monday, is designed to eliminate what Intel described as an arbitrary distinction between "box and CPU" channel partners. The measure is likely to put more power in the hands of partners, especially the system builders who are driving the market for embedded devices. In addition, it appears to be a recognition of the fact that Intel the chipmaker is a platform company that will rely on partners to build innovative solutions on top of its wares.

The unified program offers more support from the company in terms of marketing and sales for both sets of partners. More importantly, Intel is tripling the products from its Enterprise Platform and Services Division (ESPD) for channel partners, giving them more options to build without the "nightmares of SKU and inventory management", according Lisa Graff, general manager of ESPD.

For more on this ZDNet UK-selected story, see Intel unifies partner program to push embedded-devices on

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