VMware woos partners with programme rejig
Virtualisation giant overhauls rewards structure and introduces new competencies
VMware has unveiled a tranche of updates to its partner programme in an effort to follow its parent firm EMC in simplifying the way it works with its channel.
At its Partner Exchange (PEX) event in San Francisco, the virtualisation giant announced new competencies and what it describes as a simplified reward structure as part of its drive to make doing business with VMware more consistent, predictable and profitable for partners.
Last February, VMware owner EMC updated its Velocity partner programme to achieve the same goals, but just months later announced it was scrapping the programme in favour of its Business Partner set-up instead. When EMC ran through the new programme - which is expected to come into force next year - last month, it did not rule out rolling the new structure out at VMware at a later date.
At the event, which attracted 4,000 delegates, VMware told its channel that from May, partners will be able to satisfy tier requirements by achieving any competency - instead of set ones - meaning upfront investment is reduced and the variety of skills they can gain is widened. As part of the change, partners will now need to have two sales and two pre-sales accreditations before they can gain any competencies.
The vendor will also introduce its Elite Partner Initiative which is designed to encourage early adoption of its latest tech. The scheme will allow partners to access advanced resources and engage with the vendor more closely in exchange for pushing the new wares.
The way VMware rewards its partners is also set for an overhaul in May, when its Advantage+ deal registration programme will offer increasing rebate percentages as partners move up tiers.
On top of the changes, a flurry of new competencies are being introduced, including Server Virtualisation, which replaces Infrastructure Virtualisation; and Management Operations, which will replace its basic Management badge. A new vCentre Operations Management Suite competency will become available too, along with its Management Automation certification which will replace Cloud IaaS.
VMware's global partner boss Dave O'Callaghan claimed the programme overhaul is about making partners' lives simpler at its core.
"The enhancements we are making to our... partner programme are designed to make it simple for partners to continue to grow their business with us in a way that is consistent, predictable and profitable," he said.