Vendors

Hewlett Packard Enterprise (HPE) and HP Inc. face not only the same market challenges as their competitors but also persistent branding and identity issues stemming from their corporate split. Their fragmented approach to IT asset disposition (ITAD), with overlapping business units and multiple brand variations, has led to inefficiencies and customer confusion. This lack of clarity makes it difficult for enterprise clients to navigate HP’s ITAD offerings, weakening the company’s competitiveness. To address this, HP must unify its ITAD strategy and clarify its branding through a more cohesive marketing and go-to-market approach.

Google’s Certified Refurbished Phone Program highlights a growing trend of OEMs entering the secondary market to control ecosystems, brand perception, and margins. This move disrupts traditional IT asset resale channels, creating challenges for ITAD vendors while underscoring the economic potential of refurbished IT assets. ITADs must adapt by focusing on premium services like ESG reporting and secure data handling to thrive in this evolving landscape.