Three's company for EMC channel
Three-tiered Velocity Channel Partner Programme to be launched later in the year
Almost a year after the launch of its first channel programme, EMC has updated its reseller strategy to fill gaps and add tiered support.
The global three-tiered Velocity Channel Partner Programme was kicked off last week in North America but will be finetuned for the EMEA region before its launch, set for October.
Existing global partners will use the EMEA programme immediately, with EMEA-only VARs joining when the programme is reshaped to suit the needs of the region, according to Colm O'Neill, partner sales manager at EMC UK and Ireland.
After introducing its Partner Accreditation and Certification programme last September it was time for EMC to tier its support, O'Neill, said.
"Our partners deliver different levels of skills and revenue and some have rightly come to us asking for more favourable terms and conditions," he added.
The vendor will appoint Velocity Resellers, Velocity Partners and Premier Velocity Partners to differentiate the support it offers to resellers.
Nigel Ghent, marketing director UK at EMC, said he hoped to attract up to 40 resellers in the UK under the new programme.
EMC wants resellers in the UK to cover regions, vertical markets and application areas where it lacks coverage.
"Part of our overall strategy is to push into the mid-market, from the corporate, and the way to do this is to work with VARs more closely," Ghent said.
He added that EMC has invested millions of pounds in a UK channel and now sells about half of its products indirectly in the UK. Its Channel Express online tool allows resellers to quote prices and order products, Ghent said.
Peter Drinkwater, managing director of EMC reseller Intrinsic, said EMC had adapted its business model to the channel well and that he had no conflict with its direct sales.
"EMC is used to dealing with big accounts direct. We have had no problems because it makes clear which accounts [it operates on a direct basis]," he said.