HP launches E-Points program for channels

MOHIT CHHABRA

HP India unveiled 'E-Points' as part of its overall strategy to stay close to its resellers. E-Points is a Web-based program to give incentives to sales representatives of HP's final tier of channel partners. 

India is the fourth country to have such a program in the Asia Pacific region. Launched three months ago as a test to ensure backend processes are in place, the program was formally kicked off at a function in Delhi last month. Similar launches, scheduled for seven other locations, will take place within the first week of July. 

The program is expected to help sales representatives (SRs) to earn points for themselves which can be redeemed for gifts. Participating SRs will have to register themselves with the website, www.hpepoints.com specially created for the purpose. The website will also enable the participating SRs to keep track of their status in terms of points earned as well as redemption status. The redemption process will be handled by Surfgold.com, as part of their Asia Pacific contract with HP. 

HP plans to register nearly 1500 SRs from across the country for this program. "E-Points has called for a substantial investment, both in the front and the backend", reveals Raj Kumar Rishi, Country CCO Manager, HP. He further adds, "This program will not lead to a reduction in the expenses incurred on other programs". 

With the launch of E-Points, all promotions and schemes targeted at the channel sales force will take a firm and systematic shape. "All our previous programs for this segment were generally ad hoc in nature", he says. 

"With E-Points as the base program, we will periodically run tactical programs to focus on specific product lines," says Vibhor Bansal, Commercial Customer Business Program Manager, HP. "We will award bonus points if SRs complete a training and are also looking at redeeming points for third party training," he adds. 

HP is also examining the possibility of using the program to curtail employee turnover within the channel. "We could impose a penalty or a reactivation charge, if the SR changes companies," informs

Bansal. 

The company, which views the program as a strategic investment, also plans to start a cell where the SRs can interact directly with it. This will also give them an opportunity to track top performers in the channel sales force. "The enormity of use that the information could be put to is what is of greater strategic importance to me," says Rishi.