Hitachi Data Systems (HDS) is planning to make more noise in the market and deepen its channel relationships as it looks to flex its muscles in the storage market.
The vendor is planning to work closely with its major reseller accounts and develop what vice president of channels and alliances Neill Burton describes as mid-sized 'channel champions'.
Burton, who joined HDS at the start of the year after an 11 year stint at Computacenter, is looking to develop relationships with its top tiered resellers and bolster the investment in its distributors Avnet and Zycko to get them to increase the support given to the remaining partners.
"With our very large reseller partners should have unique and non-competitive relationships with HDS and the mid-tier resellers are very relevant to HDS but we don't have any organisations that we dominate and we want organisations that we can invest in," he said.
Burton said that the mid-market sized resellers were where it believed the channel champions of the future were going to come from and it would make more effort to build relationships at that level of the market.
"We will be making more investment in our distribution partners so they can incubate business and service the long-tail," he added.