New Year, New Program: EMC Replaces Velocity With New EMC Business Partner Program

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"Pivotal, VMware and VCE will not be part of the EMC Business Partner program, but they will have links to the program," Ambulos said. "This will provide an easier path for partners to conduct their business with EMC and our federation."

EMC also is looking at having a separate distribution program linked to the EMC Business Partner program, Ambulos said.

EMC's channel program has been in an evolutionary mode for quite a while, said Keith Norbie, director of server, virtualization and storage for the Eastern U.S. for Technology Integration Group (TIG), a San Diego-based solution provider and EMC channel partner.
"With everything going on with the cloud, everything's changing anyway," Norbie said.

The changes are all good news to the channel, Norbie said.

"EMC is looking to modernize and make themselves more relevant," he said. "I can appreciate that. There's a lot happening at the company with VMware's VSAN [Virtual SAN] and implementing OpenStack. Customers trust a brand like EMC. But it needs to be relevant in a world that is going software-defined and to the cloud."

EMC is expecting the EMC Business Partner program to be its foundation for working with channel partners over the next 10 years, Ambulos said.

"The Velocity Partner program was introduced about 10 years ago," he said. "Velocity was platform No. 2 for us. We want to help partners transfer to platform No. 3, which is why the links to the EMC federation. We're doing everything we can to be simple, predictable, and profitable. That's our tagline."


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