EMC is wooing HP's UK channel to sell its midrange kit, offering double-digit rebates to win them over.
The Velocity Partner Programme, unveiled on Tuesday, is a UK version of an EMC initiative announced in the US in July, explained Colm O'Neill, partner sales manager for UK and Ireland at the vendor.
In addition to rebates of up to 13 per cent on hardware, 504 UK accounts, where EMC adopted a mixed direct/indirect sales approach, have become channel-only. Just 196 direct accounts remain.
EMC also lowered the cost of accreditation to resell its Clariion midrange kit and ATA-based Centera box to under £2,000. O'Neill indicated that the rationale is to "detect dissatisfaction among HP resellers".
EMC hopes to prise them away from HP's StorageWorks kit with rebates.
But Roger Smith, managing director at storage reseller Solid State, insisted that EMC's move was partly reactive, noting that "HP is currently very aggressive, setting out to win bigger deals, ones worth more than £500,000, irrespective of price."
He suggested that EMC is going after smaller, independent resellers that normally only get discounts.
They are easier targets than bigger VARs with dedicated teams for different vendors' equipment, where the repercussions of a move to EMC would be bigger.
These firms sell HP's servers and networking gear too, so rebates on those devices could be reduced if they began pushing EMC storage, according to Smith.
EMC also markets the Clariion range through its co-branding relationship with Dell.
O'Neill gave no details of what proportion of Clariion boxes sold are Dell-EMC or EMC-only, but did say that it would be wrong to think of Dell as EMC's principal route to the midrange.
"We have ambitions to take a large share of the channel business and would be concerned if our channel was executing any less effectively than Dell's," he argued.
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