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EMC steps up partner focus

EMC steps up partner focus

Looks to establish closer ties with partners and help differentiate themselves

Focusing on its partners is a top priority for EMC this year.

Back in 2014, EMC purchased the bulk of Cisco’s stake in VCE, the companies’ joint venture in converged infrastructure products, meaning that VCE has become an EMC business.

Since then, VCE’s partner program has been rolled into EMC’s partner program.

“As we move into 2016, that organisation is coming into our core part of EMC. It’s recognition of the importance of the converged infrastructure, and we’re bringing that group of resources and products closer together into our own organisation,” EMC A/NZ general manager of system integrators, service providers and alliances, Mark Fioretto, said. “For EMC partners, they have a more simplified way of accessing the portfolio and those who are VCE but not EMC partners, there’s an opportunity for them to talk about taking on the broader EMC products as well.”

There are about 830 authorised EMC resellers. In the next few months it will be increasing its partner activity, Fioretto said.

“As we re-tool the way we deal with the broader partner base through distribution or directly as EMC, and take on a broader portfolio in the next few months, you’ll see increased activities between EMC and its partners,” he said. “The last year and a half, particularly with on-premise and off-premise customer requirements, our partners have had to adapt to that model as well. It’s a main motivator for us to be organised going into 2016.”

Fioretto also noted that customer priorities were shifting towards partners who can provide innovative technologies based on specific platform requirements.

“We’re seeing a lot of work with partners on how they can go beyond running infrastructure in a more modernised architecture and automated way,” he said. “They’re looking at us to assist them in driving value into their customers to differentiate them against their competitors and open new markets. There will be more activity around us helping our partners to differentiate themselves.”

EMC general manager, mid-market inside sales and distribution A/NZ Brett Harris is responsible for its mid-market business.

“Emerging growth partners have come through our distribution partners and there’s an opportunity there for them and we need to maximise our position in the midmarket,” Harris said. “We have a lot of relevant product and technologies both of our own and with our joint partners.”

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Tags EMC.VCEBrett HarrisMark Fioretto

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