Dell EMC dishes out Titanium Black status to first partners

CDW and World Wide Technology to become top-tier partners

Dell EMC has begun inviting partners to its "highly exclusive" top-level Titanium Black tier, with CDW and World Wide Technology the first to get the nod.

The Dell EMC partner programme launches next month, and will consist of four tiers: Gold (lowest level), Platinum, Titanium, and Titanium Black. The fourth is an exclusive club which gets the "white-glove" treatment from Dell EMC, according to its global channel chief John Byrne, who personally invites partners onto the tier. Partners reaching this level will receive personalised service and support; early access to technology and product road maps; and expanded access to Dell EMC senior executives.

Dell's landmark acquisition of EMC closed in September, when work began to merge the new programmes. A distributor review is under way at the moment and some are expected to be cut "very early" this year.

Meanwhile, the firm has unveiled more details on how the two programmes will merge. Dell Preferred and EMC Silver resellers will be Dell EMC Gold partners; Dell Premier and EMC Gold partners will become Platinum under the new regime; and Dell Premier Plus and EMC Platinum partners will become Titanium Dell EMC resellers.

The requirements for each tier have not been made public, nor has any further information about what criteria partners have to fulfill in order to qualify for the Titanium Black level.

CDW has been given the nod to become a Titanium Black partner on a global basis, and World Wide Technology also announced it has been named as a top-tier partner, although it did not specify the geographical basis. CRN is awaiting comment from Dell EMC and World Wide Technology on this point.

In a blog post, Dell EMC's Byrne said the introduction of Titanium Black is a landmark step for the channel, comparing it to American Express Centurion, American Airlines ConciergeKey and Emirates Initiation Only.

"Partners with Titanium Black status have placed a big bet on Dell EMC," he said. "They're going above and beyond. They're investing heavily in us and we are returning the investment in them so they can continue to achieve the extraordinary.

"Titanium Black provides a rare and distinctive opportunity far and above what partners have experienced anywhere in the industry. Together, through the Dell EMC Partner Programme, Dell EMC and our partners will attack the market, with our Titanium Black partners leading the way. We will deliver incredible transformation for our customers. We'll be the channel to watch."