Fujitsu Technology Solutions has replaced outgoing UK channel boss Darren Neath with Simon Worsfold, who takes on a newly created role that encompasses partner and enterprise sales development.
Worsfold - who joined Fujitsu Siemens in 2005 as UK sales director for enterprise accounts - becomes channel and enterprise sales director with immediate effect.
Michael Keegan, appointed Fujitsu managing director last month following the departure of previous incumbent Paul Parrish, said the new reseller chief would heavily promote servers, storage, professional services and cloud to partners.
"The unified sales structure will enable us to expand the possibilities for our reseller partners," he said in a statement.
Worsfold said the company was "eager to build new partnership with resellers" that bought into its vision and planned to develop services sales through partners.
"While there are some real challenges for the channel at the present time, we also see some great opportunities to develop and expand our businesses," he said in a statement.
Larger resellers have already voiced some concerns about the integration of Fujitsu TS and the integrator business formerly branded Fujitsu Services, which were brought together after Siemens exited the FSC joint venture.
But Andrew Elliot, sales director at long serving Fujitsu partner Tracline said the Worsfold's unified role "will create new potential for us and we look forward to working closely with...the channel and enterprise teams".
The Japanese conglomerate has steered business away from commoditised PCs to servers and storage in the past eighteen months but in the UK has some ground to make up on rivals.
According to IDC, Fujitsu had 2.5% market share of x86 sales in the UK during Q2 and 5% in the RISC, CISC and EPIC segment.
In terms of UK external disk systems,, IDC Q2 data showed that Fujitsu had 0.37% market share but the figures did not include branded EMC or Net App kit that the Japanese vendor resells.