Distributor Interface Solutions (ISI) has launched an attack on EMC, NetApp and Hitachi Data Systems’ (HDS’) partner bases on behalf of vendor partner IBM.

Rob Tomlin, ISI business unit director, said the distributor has been working with IBM over the past six months to help it grow its share of midmarket storage.

“We are going downstream and offering competitors’ VARs a compelling solution,” he said.

“We are looking to take 10-20 resellers from each of EMC, NetApp and HDS’s partner bases. IBM has invested millions into channel enablement through acquisitions recently, so we want to take each part of that jigsaw and drive market growth for IBM.”

Bolstering its IBM division ISI recently appointed Ashley Dry as its IBM storage business development manager. Joining the distributor from Lenovo, Dry is responsible for recruiting and enabling new resellers to sell IBM storage.

New recruits will get access to ISI’s Birmingham configuration centre.

Hamish Macarthur, analyst at market watcher Macarthur Stroud, said: “IBM is a strong brand so VARs will seriously consider the move. IBM has made a commitment to the mid market, working on extending its reach through its distributors.”