IBM targets mid-market with range of reseller initiatives

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IBM targets mid-market with range of reseller initiatives

Simon Quicke

IBM has unveiled a concerted drive to push resellers into the mid-market space launching a series of initiatives it hopes will support its ambitions to help partners take a slice of this key sector.

The mid-market is emerging as one of the main battlegrounds as the economy recovers, and IBM is stumping up $130m to fund its co-marketing efforts with resellers in the arena.

In addition to the marketing money and specific web portal activity, the vendor has established a team specifically to develop building blocks that can be delivered to users.

The first of these blocks is a data protection offering. The vendor is also expecting partners to develop their own and feed them back into the ecosystem.

Jacqui Davey, vice-president, business partners, IBM UK and Ireland, said the company had made a commitment in its business charter to use resellers as its primary route to the mid-market.

She added that the mid-market was a sweet spot that other vendors would be jostling to dominate, but by building specific solutions, with more planned for launch this year, IBM had a strong pitch to make to resellers.

"We continue to strengthen our support of IBM Business Partners and develop the solutions and capabilities required for success in the mid-market," she said.

She added that it had raised the strategy at the most recent partner advisory council meeting and got a thumbs up from resellers.

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