VMworld clears cloud for partners

VMware set out its cloud-enablement strategy for partners at this year's VMworld Europe conference, emphasising its three-layer cloud stack

While many VARs are still undecided about how to embrace cloud computing, those who attended this year’s VMworld Europe conference should have a clear view.

During the event, VMware spoke at length about its IT-as-a-service (ITaaS) strategy and how its delivery would depend on the creation of a three-layer cloud stack consisting of infrastructure, applications and an end-user interface.

Denise Bryant, UK managing director of VMware distributor Magirus, said the simplicity of the stack would make it an easy sell for partners. “The clever resellers will be looking at this to see which layer matches their skill set the closest, so they can start to make money. VARs will have few problems getting customers to understand the value in it.”

Matching its partners’ skills to the individual layers of the stack is something the vendor has been working on for 18 months, said Doug Smith, senior director of global channels at VMware. “Helping partners prepare for our ITaaS strategy is key because there will be a lot of re-tooling. We have designed parts of our partner programme to line up with the layers in the stack.”

In particular, the vendor has introduced a competency element to the programme to help partners gain skills in specific technical areas within each layer.

Andy Hunt, UK and Ireland vice president for partners and alliances at VMware, said: “The aim was to set some new standards that recognised the importance of having knowledge, not just around virtualisation and cloud but in the core solutions areas within both those technologies.”

As a result, the vendor has introduced a desktop competency aimed at partners ­wanting to specialise in virtual desktop deployments, and a business continuity ­competency for those trained in disaster recovery within virtual environments.
However, before partners tackle either of these, they are advised to complete VMware’s infrastructure virtualisation competency to gain certification of their skills in server consolidation and virtualisation.

The vendor is also in the process of piloting additional ones based on its recent acquisitions within the open-source market.

“The ultimate aim is to have a number of competencies available for partners within each layer,” added Smith.

So far, many of the vendor’s larger partners have set their sights on achieving the “whole gamut” of competencies, so they can guide their customers through every stage of their journey to the cloud, he said.

However, the firm’s smaller partners are taking a more measured approach. “Some of our other partners are more vertical focused and choosing to specialise in a smaller number of areas – those areas that are most relevant to their business.”

Partner rewards
Every competency that partners have provides them with an opportunity to make extra margin through the vendor’s Solutions Rewards rebate programme. Partners are enrolled in the scheme as soon as they receive a competency accreditation and are rewarded with 10 percentage points of margin on the products they sell within their area of expertise.

“This is on top of the 10 per cent that partners can receive through our existing dealregistration programme,” said Smith. “It is our way of showing partners we are willing to invest in them if they are prepared to invest their time in us.”

As well as specialisation opportunities, the vendor is also offering partners guidance on how to embrace the cloud. “The industry is moving quickly and it is difficult for partners to know which way to go,” explained Hunt. “We have talked to a lot of partners and always tell them to place some bets on the cloud and be prepared to adapt.”

The vendor’s top-tier partners have also been assigned some extra help in establishing their cloud strategies.

Mark Newton, regional director of VMware in the UK and Ireland, said: “We have asked our senior executives from the US to come over and spend some time with our top 20 to 30 partners as a group.”

These meetings are usually held in an informal setting and partners are encouraged to share information about any obstacles they have come up against, added Newton. “The really interesting thing is how open partners are with their competitors about the challenges they are facing.”

Newton said these meetings have also prompted many rival partners to consider joining forces. “Some of them realise that by helping each other through some of the challenges they can get to a place in the market they would not get to on their own.”

Newton added: “I think we will see more partner-to-partner collaboration over the coming year, which we are trying to encourage.”

While the vendor is keen to support VARs with training and support, Hunt said VMware draws the line at pushing partners into making decisions about the cloud. “In terms of business models, it is up to partners. We would not force our solution providers down routes they do not want to take.”

VMware: Cloud service providers no threat to VARswww.channelweb.co.uk/2271467