EMC has thrown the gauntlet down to rivals and channel partners to match and embrace a large number of products and channel innovations designed to grow its slice of the SME market.
To backup the push with its VNXe systems, offering unified storage to small firms, the vendor has launched a streamlined process to get partners affiliated with its Velocity Solution Provider programme in less than three hours with free QuickStream online training.
In return for signing up EMC is promising it will drive demand in the SME market for its latest products pitching hard with a unified storage message.
"EMC has strengthened its channel focus to capture more SMB business, support distribution, and grow its partner base with the new authorization process and Affiliate tier," said Gregg Ambulos, Vice President, Global Channel Operations and Americas Channel Sales.
The vendor has inevitably used the launch of 40 products to ruffle a few feathers in the storage market and its boasts of taking a major slice of the SME market provoked a response from NetApp, which claimed its rival was playing catch-up in the unified storage space.
"NetApp identified the rapidly growing market trend to shared virtual infrastructures early," said Manish Goel, executive vice president of products at NetApp.