HP sign
HP sign
ADVERTISEMENT
B2B Online Chicago — Grab Your Playbook
Your next big marketing win starts with the right playbook. At B2B Online Chicago, we’re diving into the strategies that drive real growth. Join top eCommerce leaders and get the insights you need to stay ahead. Use code B2BCHI25PARTNER for 20% off.
I’ve been attending and covering HP’s partner events like Amplify for decades, and it has always struck me that HP treats its partners like family.
That kind of partner relationship is vastly different from what I’ve seen at other companies I’ve worked for — firms that claim to value partners but often treat them like a burden they’d rather not deal with. HP’s approach should be the standard. Instead, it is the exception. Enrique Lores is a unique CEO, and while HP has had some problematic CEOs, Lores embodies the empathy and customer focus of HP’s founders.
It is rare to see a CEO mingling with attendees, soliciting feedback, and engaging in meaningful conversations at events. Typically, CEOs retreat to the background after a brief appearance on stage, leaving the spotlight to others.
However, HP’s Amplify partner event was different. It was marked by the unusual presence of HP’s CEO, who actively roamed the event floor, interacting with partners and attendees alike. This level of engagement was unprecedented and set the tone for a truly remarkable experience.
Let’s talk about HP Amplify this week. Then, we’ll close with my Product of the Week, an upcoming notebook from HP that uses the Qualcomm Snapdragon solution correctly — which, sadly, is also an exception.
HP’s Focus on End Users and Partners
The HP Amplify event was unusual not only because of the CEO’s approachability but also because of its extreme focus on end users and partners.
Unlike many industry events that primarily showcase engineering feats and product specifications, Amplify prioritized the experiences and needs of its customers and partners.
HP demonstrated a commendable dedication to understanding and addressing the real-world applications and challenges faced by those who use its products daily.
AI Tools Streamline Customer, Partner Service
Internally, HP has been pioneering the aggressive use of artificial intelligence (AI).
At Amplify, the demonstration of AI tools designed to streamline the process of matching customers and partners with the right products was particularly noteworthy.
Gartner CX 2025 Trends
Gartner CX 2025 Trends
These AI solutions enhance the efficiency and accuracy of product recommendations, ensuring that the end users receive the most suitable options to meet their needs.
This focus on AI extends beyond internal operations, showcasing HP’s commitment to leveraging advanced technologies to improve customer satisfaction.
PC and Printer Security
HP’s leadership in security was evident across both its PC and printer lines. With a strong emphasis on protecting user data and ensuring safe operations, HP continues to innovate in this critical area.
Its unique Quantum Safe printer offerings represent a significant leap forward in safeguarding sensitive information. These printers are designed to address the emerging threats of quantum computing, ensuring they remain secure even as technology evolves.
Expanding AI PC Product Lines
In an impressive move, HP announced the introduction of 60 new AI PC products. This significant expansion positions HP at the forefront of the desktop AI PC market.
By focusing on desktop AI capabilities, HP is not only catering to current market demands but also paving the way for future dominance.
This initiative highlights HP’s strategic approach to incorporating AI into its product development, ensuring it remains competitive and innovative.
Employee Care: A Legacy of Compassion
HP’s unique focus on employee care was another highlight of the Amplify event. This mindset is not a recent development but a foundational principle dating back to the company’s inception.
The company’s commitment to its employees is reflected in various initiatives and policies aimed at ensuring their well-being and professional growth. This approach fosters a positive work environment and contributes to the company’s overall success.
Sustainability and Product Reuse
HP’s advancements in product reuse and a market-leading focus on sustainability were prominently showcased at Amplify.
The company has made significant strides in reducing environmental impact through innovative practices and sustainable product designs. HP’s dedication to sustainability is evident in its efforts to create products that are not only efficient but also environmentally responsible.
HP Supply Chain Prepared for Disruption
HP’s proactive logistics pivot in anticipation of the trade wars has positioned it as arguably the best-prepared vendor in the industry.
By adapting logistics strategies to mitigate potential disruptions, HP has ensured continuity and reliability in its supply chain. This level of preparedness demonstrates HP’s foresight and strategic planning capabilities, making it a dependable partner in uncertain times.
Training Partner AIs: Empowering Through Knowledge
One of the most compelling aspects of HP’s strategy is its dedication to training partner AIs. By focusing on desktop AI, HP is uniquely positioned to help users understand and maximize the potential of personal AI capabilities.
Unlock Effortless Self-Service with AI
This educational approach ensures that partners and end users are equipped with the knowledge and tools needed to thrive in an increasingly AI-driven world.
HP CEO Honored for Ethical Leadership
At the core of HP’s business philosophy is the belief that doing good leads to doing well. This principle was exemplified by HP CEO Enrique Lores’ recent recognition with the Lifetime Achievement Award from Just Capital — a prestigious accolade that underscores HP’s commitment to empathy, heart, and ethical business practices.
The award is a testament to the company’s dedication to making a positive impact on society while achieving business success.
Wrapping Up: Key Takeaways From HP Amplify 2025
HP’s Amplify partner event was a remarkable showcase of innovation, strategic thinking, and heartfelt commitment to both customers and partners.
From the CEO’s hands-on engagement to the company’s focus on AI, security, sustainability, and employee care, HP demonstrated why it is a leader in the industry.
As HP continues to push the boundaries of technology and prioritize the well-being of its stakeholders, HP proves that the company you want to do business with is one that cares deeply about doing good to do well.
So, the next time you see a CEO asking attendees for feedback, you might want to pinch yourself and make sure you’re not dreaming. If you are dreaming, let’s hope it’s about HP’s innovative products and its CEO winning awards for being such a compassionate leader.
Because with HP, reality really does feel like a dream.
Tech Product of the Week
Tech Product of the Week
HP EliteBook 6 G1q
HP EliteBook 6 G1q 14-inch AI PC
Image Credit: HP
Qualcomm’s Snapdragon laptop solution was uniquely positioned to benefit from Microsoft’s AI PC effort, but Qualcomm’s strength isn’t in processors; it’s in connectivity. While the processor was impressive, decoupling it from the 5G modem significantly weakened the offering.
The issue with 5G modems is that they aren’t extremely popular. However, I expect that will change as we advance AI use because, today, most AI capability is in the cloud, not on the PC, which makes the connectivity option far more critical.
The upcoming HP EliteBook 6 G1q includes a modem and features HP Go, a service that connects you instantly for about $20 per month. I’ve used 5G laptops in the past, and they can be a godsend when Wi-Fi isn’t available or when it sucks.
As you would expect, this laptop has massive battery life, meaning you can leave your power supply behind (the last Qualcomm laptop I had could go several days without needing a charge), and Qualcomm’s latest has far greater compatibility. The penalty for running it in emulation (for applications that aren’t native) has dropped to around 4%, which most folks won’t even notice.
I haven’t had a chance to use the laptop yet, and we’re still waiting on pricing and availability. Still, this is what Qualcomm-based AI PCs should have always been.
With Microsoft finally releasing Recall, which runs continuously, I expect this product to shine very well competitively, so it’s my Product of the Week.
Rob Enderle has been an ECT News Network columnist since 2003. His areas of interest include AI, autonomous driving, drones, personal technology, emerging technology, regulation, litigation, M&E, and technology in politics. He has an MBA in human resources, marketing and computer science. He is also a certified management accountant. Enderle currently is president and principal analyst of the Enderle Group, a consultancy that serves the technology industry. He formerly served as a senior research fellow at Giga Information Group and Forrester. Email Rob.