'Partners have been asking for this': IBM opens AWS marketplace doors for EMEA partners

IBM Ecosystem VP Alison Say tells CRN that enabling all types of partners to work together makes purchasing easier and more flexible

IBM is empowering UK and European channel partners to resell its software on the Amazon Web Services (AWS) Marketplace.

Big Blue first launched this program in the US last year and is now rolling it out to UK, German, French and Danish partners following the "strong adoption" seen across the pond.

IBM Ecosystem VP for the UK and Ireland Alison Say (pictured) tells CRN the deal is something partners have been asking for.

"By enabling all types of partners to work together, purchasing is easier and more flexible for clients. I'm delighted that new opportunities are being created for IBM Ecosystem partners in the UK by allowing clients to use AWS cloud credits — it's something that clients and partners have been asking for and it marks another proof point in our commitment to the channel."

The UK&I channel boss adds the initiative demonstrates all parts of the IBM partner ecosystem coming together — from hyperscalers, to resellers, technology vendors and more.

"IBM and partners can now jointly meet clients where they are, providing buyers with the benefits that come from reseller relationships, as well as the budget and efficiency benefits of AWS Marketplace."

IBM partners will also benefit from access to a new client base, accelerating deal cycles, and removing friction from the sales process.

"With a growing SaaS portfolio of IBM software on the AWS Marketplace, we're giving clients more choice than ever," said IBM.

"This is particularly exciting because with this initiative we're creating a terrific opportunity for members of the IBM Ecosystem to work alongside one another, unlocking collaboration between a hyperscaler, resellers and IBM - all for the benefit of clients.

"And it creates additional opportunities for partners to support clients along their hybrid cloud and AI journeys, leading to new routes for growth for partners operating in the US and EMEA."

Tony Albanese, director of alliances at Platinum IBM partner SoftwareOne added: "The ability for SoftwareOne customers to purchase IBM solutions through the AWS marketplace supports our model of providing our customers the best experience possible and enabling them to maximise the value of technology.

"It allows our customers a choice in acquiring software while still benefiting from the value SoftwareOne provides as an IBM partner."