EMC tempts VARs to make service provider transition

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EMC tempts VARs to make service provider transition

Alex Scroxton

EMC has refurbished its cloud-centric Velocity Service Provider Programme, announcing a new scheme that will enable VARs to make the leap up from its Solution Provider community, among other things.

IncentiveSpeaking to MicroScope, Michelle DeHertogh, EMC senior director of global alliances said that a number of VARs had approached the company saying they were keen to stand up a cloud offering.

“We have now built a process to on-board them, with specific sales and training criteria to qualify, giving them a path into the Service Provider Programme,” she explained.

Up to now the Service Provider Programme has been by invitation only, and so far has around 60 partners worldwide. DeHertogh said it hoped to triple that number during 2013, with around half the growth expected to come from the VAR side.

“We also see that our service providers are starting to build out their own channel programmes and are interested in getting connected with VARs and vice versa, so over the next couple of months we’ll be putting in place cross-programme communications initiatives,” she added.

At the same time EMC is tweaking the minimum requirements for existing Service Provider partners, increasing benefits and incentives for Platinum and Gold level partners and also raising the minimum requirements for each level in a move that it claims will ensure higher satisfaction and maximum value for end-users.

The changes to the tier will come into effect on 1 January 2013, and all partners in the programme on 31 December 2012 will have 365 days to get their businesses in-line with the new requirements.


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