WAN optimisation vendor Riverbed is looking to attract new partners and help existing VARs explore new areas after unveiling a raft of channel specialisations and initiatives.

The centrepiece of the channel revamp is a dedicated programme for service providers. EMEA director of channel marketing Shirley O’Sullivan explained that the vendor wanted to sign up firms with expertise in designing, building, implementing and managing a network service.

She added that prospective partners must have data transport service skills and their own network operations centre. “We have been working with service providers for a number of years,” she said. “The programme we have put in place is built around their business model.”

Riverbed has also introduced three partner certifications around support, training and consulting. Gold, Platinum and Diamond partners will be able to obtain the specialisations.

“We see this as an area for partners to generate more margin,” said O’Sullivan. “The overall goal is to ensure that we recruit and work with the right type of business partners. We are establishing long-term practices that will help us attract them.

“But we appreciate the fact that we have an excellent, loyal channel community. It is a great opportunity for existing channels to add another offering. We do not want thousands and thousands (of partners).”

New channel incentives include a beefed-up training offering, including a pre-sales qualification.

“The partner benefits we have are around growing new business and having rebates around targeted accounts,” said O’Sullivan. “The channel landscape strategy is about aligning our channel with customer needs.”

James Hall, marketing director at Diamond partner Teneo, revealed his firm is already working towards the service specialisation.

“This ties in with our focus of being a much more service-driven organisation,” he said. “From a customer perspective, it tells you a service partner has been trained and has the right skills and authorisation.”