Hortonworks and Intel have signed separate reseller agreements with SAP to make their Hadoop distributions more accessible for the nearly 250,000 organizations that use the vendor’s business intelligence software.

SAP will redistribute the firms’ platforms and provide enterprise support for customers as part of an initiative to package “all” Hadoop distributions into its analytics lineup. The portfolio includes the HANA in-memory database, SAP Data Services software, and BusinessObjects and Sybase solutions.

Mitch Ferguson, VP of business development at Hortonworks, wrote in a blog post that “by using SAP HANA and Hadoop together, customers get the power of instant access with SAP HANA and infinite scale with Hadoop. This gives SAP users a broad range of options for storing and analyzing new types of data and the ability to create applications that can uncover new business opportunities from vast amounts of data that would not have been previously possible.”

The partnership with SAP comes as a major victory for Hortonworks, which is doubling down on the channel in an effort to gain an edge over rival Cloudera. Last month, the startup allied with Microsoft to make its Hadoop distribution available for Windows Server 2008 R2 and Windows Server 2012 environments. Hortonworks previously raised $50 million in funding to accelerate engineering and expand into new markets.

For its part, SAP is expanding its ecosystem in an effort to keep up with the trends that are disrupting traditional enterprise BI. The alliance with Hortonworks is only one component of a broad strategy that spans the cloud, mobile and Big Data. The company is hoping to grow its share of the latter market with Demand Signal Management, the first of several analytics apps that target specific industries. The tool draws on point-of-sale data, market research and consumer sentiment to help retailers address demand more effectively.