HP teams with Europe's largest phone distributor

HP has teamed up with Europe's largest distributor of mobile phones as it steps up its efforts in that market this year.

Denmark-based Dangaard will soon span 14 countries and HP will work through its Smart Phone Division, which already distributes the iPaq h6340.

However, last week HP committed further to the mobile device space, announcing the cellular network-connected iPaq Mobile Messenger and pre-announcing a smart phone.

Although HP partners with Nokia, analysts widely expect HP to release a co-branded smart phone based on Microsoft's Windows Mobile operating system. Nokia and Microsoft compete in the handset operating system market.

Regine Hohnesbein, director of handhelds and mobility for HP EMEA, said: "This is about extending our go-to-market strategy and having a dedicated partner [for mobile devices]."

HP recognises it needs a different channel strategy for smart phones than for traditional IT kit.

"Dangaard is different to [IT distributors] Ingram Micro, Tech Data or others," Hohnesbein said.

HP has struck the Dangaard deal to sell through network operators but also sees a market in the EMEA region to sell "carrier agnostic" versions of products, which may well end up sold through traditional channels into corporate IT departments.

Dangaard will provide services in addition to distribution such as product certification, customisation and after-sales support; for example, pick up and return services for devices that need repairing.

The agreement is not exclusive, though HP's Hohnesbein said few others can match Dangaard's reach and quality.