Security in numbers for Dell channel

Dell claims security is 'top of mind' for its partners as number of UK partners specialised in its security products hits 400

Dell has announced it has boosted its certified Premier and Preferred security partner tally by 41 per cent year over year in EMEA.

News of the uptake in security partners was announced at the Dell Security Peak Performance event in Berlin earlier this week, and the vendor now claims to have about 400 security partners in EMEA.

Dell's presence in the security market was constantly echoed throughout the event in Berlin.

Speaking during his keynote address, Aongus Hegarty, EMEA president of Dell, stressed this security focus and highlighted how Dell now has a wide set of security offerings.

"When I talk to customers and partners across EMEA, [security] is number one; it's top of the agenda and top of mind. And from a Dell perspective we recognised this, a number of years ago, and invested heavily, initially with hardware but also the work we have done with acquisitions in areas of security services and security from a software perspective," he said.

"If you look at all the areas of encryption, firewall, data protection, identity access management, Dell has a real end-to-end portfolio here, right across hardware, software and services, and with our partners we can bring that full capability to our customers."

Dell also used the event to reinforce its commitment to its channel as a whole, and demonstrate how the vendor has distanced itself from the direct-focused sales model of its past.

Dave Hansen, global vice president for software sales and marketing, said during his keynote address that Dell, and its eponymous leader, are exceptionally focused on the channel.

"Historically Dell has not been known as a huge partner company. Many years ago it was a very direct business, and when I got to Dell I was concerned about that. But when I arrived at the company, I saw the change," he said.

"My first conference was a Peak Performance session last September in Florida, and Michael Dell was the keynote. One thing he made clear was that 35 per cent of Dell's revenues comes through our channel partners. So Michael's commitment to the channel is phenomenal and it's exactly what I believe too. We need more partners who are trained and ready to work closely with us."

Hansen added that Dell now has 4,200 competency partners worldwide and is looking to increase that in 2015.

Despite this uptake in Dell's partner community, there have been complaints in the past of Dell stepping on the toes of partners when it comes to sales.

Hansen addressed this channel conflict during a panel discussion after the keynote, and when asked about it, Hegarty said the vendor is dedicating more focus to the channel.

"We have built up a strong relationship and huge trust [with our partners]. The reality is, we are growing the channel 30 per cent year on year and have rapidly expanded it over the last seven years. I think if we are going to access a much broader set of customers, and bring this breadth of portfolio to market, we need our partners.

"We are continuing to engage, grow and develop. For me this is one Dell team, all of us out here bringing this portfolio."