Storage giant EMC Documentum has announced distribution agreements with Ideal Hardware and Clarity as part of a plan to push its latest content management application out to a wider network of European VARs.
ApplicationXtender 5.2 is a mid-market application that, according to EMC, is "an electronic filing cabinet" for fixed content, such as images, documents and reports.
Ideal and Clarity will be the vendor's two main distributors for version 5.2 and will have responsibility for building a network of specialist VARs to add value around the core product.
Dave Gingell, vice-president of marketing at EMC software EMEA, admitted it will also use a combination of direct sales and OEM agreements to fuel take-up.
"We are looking to build the channel in the UK. The issue isn't the product; it's developing a channel-focused delivery that's important. We are putting the infrastructure in place to sell proactively," he said.
However, Gingell resisted claims that Clarity and Ideal will have to compete for sales.
"It's a big opportunity for both distributors, and the SME space is big enough to satisfy them both," he said.
Although Clarity is still finalising its EMC VARs, Mickey Bharat, EMC business manager at Clarity, said the move is positive for its channel partners.
"Ideal is looking to throw it [version 5.2] out to anyone who will take it. We are looking to add value around the product and build long-lasting relationships," he said.
"Ideal's selling method won't present much competition for us. Clarity wins by offering support and delivery skills."
However, Ian Hill, EMC software group product manager at Ideal, disagreed. "In the SME sector, there will be lots of interest and we will be making off-the-shelf bundles, such as five, 10 and 20 users, to make it easier for VARs to sell," he said.
"We are looking for more quality VARs, not quantity. Clarity won't be any competition for us in the short term."
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