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Following the SoftAX beta, more pieces of A10's previously unveiled virtualization product roadmap will follow in the coming weeks, including AX-V Appliance, a hardware platform to run SoftADCs, and AX Virtual Chassis, to help organizations scale from between two and eight AX Series devices in a virtual cluster.
The moves come as A10 is in the midst of a substantial revamp of its partner program -- one, said Lima, that provides better discounts and flexibility to A10 partners.
"We changed our discount levels and increased our deal registration," Lima explained. "Since then we've seen a 30 percent jump in the number of deals registered. I mean, a partner program is a partner program -- you have tools, levels, MDF. The difference is the people behind it and how we execute."
A10 has added additional inside sales positions for channel. It also has a number of promotions in the field to help VARs take advantage of discounts when it comes time for customers to refresh or upgrade what they have for load balancing and application acceleration technology.
In its boldest promotion, A10 is offering between three and five extra points of margin for VARs who refresh existing competitive products with A10 offerings -- especially if it involves refreshing against existing F5 Networks gear, which automatically earns 5 percent no matter what the size of the deal, Lima said.
"We've been going in with partners [and] hearing from customers things like, 'I was going to go with F5 but that was a really expensive option because it was going to be a total forklift upgrade,'" Lima said. "That's why A10 is brought in, and partners are doing that all around. We're growing our list of customers."
Lima said he sees great potential for A10 in infrastructure and data center-centric solution providers looking to add ADCs and load balancing capabilities to their practices. More traditional network security VARs were also a target, he said, thanks to an emphasis on network security in the converged data center.
"If a security VAR doesn't look at that, they're going to miss out," he suggested. "It wasn't so much a story before, but in the past 10 years I've been working for the channel, that story has changed."
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