EMC looks to build Velocity
Storage vendor looks to push into unchartered SME territory
EMC has today expanded its Velocity partner programme with addition of an SME partner tier to support its first official foray into the small business storage arena.
The announcement follows today's launch of Insignia - a line of storage hardware and software, including off-the-shelf packaged products, designed for businesses that generate £25m and below in annual revenue.
Juliette Lepoutre, managing director of Insignia EMEA at EMC, told CRN that the range would be sold "almost exclusively" through the channel and that the new programme was specifically created and designed to support channel sales of Insignia.
"This is a very channel-orientated strategy from EMC. The SME market is a very big opportunity for us and this is our first real commitment to the market. However, it needed a strategy to expand into it and it's taken time to ensure we get this right for partners and for the market," she said.
Velocity SMB comprises of two divisions; SMB Solution Provider Partner and SMB DMR Partner, with each also incorporating different partner requirements.
However, Lepoutre admitted that Insignia will still incorporate an element of direct sales whereby end-users can opt to purchase from EMC's website, but at a 30 per cent premium.
Velocity SMB also provides EMC's channel partners with marketing, sales and technical support, as well as sales rewards, such as performance-based rebates, co-op funds and discounts.
In the UK Insignia will be distributed by both Hammer and CMS Peripherals. Although EMC will also look to increase its number of VARs taking part in Velocity SMB on a global basis, Lepoutre stressed that EMC did had the relevant resources in place to support a growing reseller base.
James Ward, managing director of distributor Hammer, said EMC was walking directly into its market.
"This is a positive move and the SME arena is one that we play very heavily in. With channel programmes simplicity is the key and this is a strong vendor trying to expand its focus, which can only benefit the channel," he said.