NTP Software, an ISV with more than ten years under its belt, has scrapped its old channel program and teamed up with Arrow Electronic's Enterprise Computing Solutions division to bring its products to North American resellers.
Arrow will distribute NTP's storage firewall products designed to monitor and control which information is able to flow in and out of a storage environment. The software works with Network Applications storage products and allows end-users to learn about a company's storage policies and manage their own stored files by alerting them to duplicates, and large and old files.
Nashua, N.H.-based NTP is using its relationship with Arrow, of Melville, N.Y., to revamp its channel presence and reach a new class of resellers.
"We have had a good channel in the past but it's been more Windows-centric. It's been more box pushers and less VARs. With the advent of our newest solution that partners with Network Appliance, we've been seeking to retain more senior-level partners in our channel," said Aaron Dufoe, vice president of sales at NTP.
After decommissioning it's non-VAR partners, NTP is looking to build a new channel of NetApp partners through its relationship with Arrow. The vendor will also maintain direct relationships with a handful of larger resellers, said Dufoe.
"Rather than try to get to each and every reseller that sells NetApp gear we decided to go through distribution, and that's where Arrow comes in," said Dufoe. "They come very highly recommended by NetApp. They obviously have key relationships in the industry and key relationships with a variety of different resellers. There are some relationships that we have that are platinum relationships where we will maintain direct relationships for the time being, but I can envision us pushing everything through distribution."
NTP is hoping to reach between 200 and 250 NetApp partners through its relationship with Arrow. It already has a channel presence outside North America.
For the distributor, integrating the ISV's software in its storage solutions will help it provide more diverse offerings to its reseller customers looking to reach midmarket customers.
"We are on a big push towards trying to help our partners " meaning resellers " going to market with deeper solutions to allow them to certainly focus on end-user needs and solving business needs. NTP fits very well within this framework of growth and allows our resellers to bring to the market total solutions. We see our role as embracing partners with support, knowledge and resources to allow them to go to market with NTP. It will be a great opportunity to do that within the storage group," said Robert Boulet, vice president of the storage group for Arrow ECS, North America.
ISV relationships are a key part of Arrow's emerging midmarket strategy.
"I think they're going to be very critical moving forward because some of their solutions tend to be targeted towards a specific business need, and midsize organizations tend to look at what's the best offering to resolve this specific issue," said Boulet.
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