VMware is pumping a new wave of investment and resources into 12 reseller partners as part of its efforts to take its end-user computing (EUC) products to market.
The strategic partner initiative, which is exclusive to the UK and Ireland region, will see VARs Phoenix Software, Softcat, Kelway, SCC, Trustmarque, B2Lateral, Innov8, System Professional, Triangle, Ultima Business Solutions, Xtravirt and Prolinx take part in the scheme.
Each reseller will receive what the vendor describes as "significant" investment in enablement and marketing funding, as well as the chance to attend exclusive events and "tech nights" to provide them with incentives to sell its EUC offering. The handful of VARs will also be passed leads in an effort to take the products to market.
Speaking at the VMware Forum event at Wembley Stadium today, the firm's channel manager for the UK and Ireland Ed Dolman (pictured) said he hopes the selected resellers will become the go-to firms from which to buy its EUC products.
"[This initiative] allows us to invest and put some big bets on those initial partners which we want to go to market to take this new technology out [to customers].
"We need to make sure we invest in the right partners and do it in the right way, and that is why we created the initiative."
EUC technology forms one third of the virtualisation giant's strategy, alongside hybrid cloud and software-defined datacentre.
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