EMC Debuts Business Partner Program, Offers Unified Tiers And Benefits

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The EMC Business Partner Program gives solution providers the opportunity to work in one or more tracks, said Gregg Ambulos, EMC's senior vice president of worldwide channel sales.

Ambulos told an audience of EMC solution providers who attended EMC World that partners can operate in one or several tracks based on their skills, including solution provider, cloud service provider, global alliance, OEM, Information Intelligence Group and RSA SecurWorld.

"We are seeing a true convergence among our partner community. ... You are starting to play across all tracks," Ambulos said.

EMC also is helping partners combine multiple EMC technologies into solutions via a series of what Ambulos called "solution handbooks." The first solution handbook, which shows partners how to build hybrid clouds, is already available for download, he said.

Solution providers said they would like to see more details on the EMC Business Partner Program.

Steve Munn, president of 303 Technology, a Ridgeland, Miss.-based solution provider and EMC channel partner, said he is looking forward to getting more information about the program. However, for now, Munn said he likes how EMC has set up the different partner tracks.

"It helps us get focused," he said. "It will drive us to be true partners who can deliver the kind of services we offer. It lets us do what we're good at."

EMC has already shown it is ahead of the pack in terms of bringing to bear a wide variety of technologies into solutions, including VMware, Pivotal and RSA, Munn said.

"The solution playbooks make it possible to look at complete solutions," he said. "It gives us a road map, which is something other vendors can't do."

That is a big change from when Munn worked at EMC as a district manager developing opportunities for partners.

"The old Velocity program was a great program," he said. "But EMC partners were frustrated. They couldn't get value out of VMware. They couldn't get value from RSA. Now they can."

While details about which levels partners will start at are not yet available, the EMC Business Partner Program shows a lot of promise, said Michael Thomaschewski, director for the storage and data management practice at Long View Systems, a Calgary, Alberta-based solution provider and EMC channel partner.

"The ability to bundle services across the board will give preference to partners who go across the different tracks," Thomaschewski said.

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