Hot on the heels of its first channel programme, EMC has launched a reseller strategy to fill gaps in its coverage through tiered levels of support.
The global three-tiered Velocity Channel Partner Programme was kicked off last week in the US, and will be "fine tuned" to suit the EMEA region with a launch set for October.
Existing global partners will use the EMEA programme immediately with EMEA-only Vars joining when the programme is reshaped to suit the needs of the region, according to Colm O'Neil, partner sales manager at EMC UK and Ireland.
O'Neil explained that, after the introduction of its Partner Accreditation and Certification programme in September last year, it was time to tier its support.
"Our partners deliver different levels of skills and revenue and some have rightly come to us asking for more favourable terms and conditions," he said.
The storage company will appoint Velocity Resellers, Velocity Partners and Premier Velocity Partners to differentiate support to resellers.
Nigel Ghent, UK marketing director at EMC, said that he hopes to attract up to 40 UK resellers to the new programme.
EMC wants resellers in the UK to cover regions, vertical markets and application areas where it lacks coverage.
"Part of our overall strategy is to push down into the mid-market from the corporate. The way to do this is to work closer with [resellers]," said Ghent.
The company has invested millions in its UK channel and now sells about 50 per cent indirectly in the UK.
EMC has already introduced its Channel Express online tool for resellers to configure, price quote and order products.
Peter Drinkwater, managing director at EMC reseller Intrinsic, indicated that, despite EMC not being a channel-centric company, it has turned to the channel well and that he had no conflict with its direct sales.
"EMC is used to dealing with big accounts direct and it makes clear which accounts are direct and we have had no problems," he said.
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