Xilinx Has Started Making Forays Into The IT Channel
Xilinx has recently started to work more closely with IT solution provider companies that have traditionally worked with Intel and AMD on server deployments.
Earlier this year, Sam Bellamy, partner business director at Xilinx, told CRN that the company has been “building out the base foundation layers of our distribution and channel strategy at Xilinx [and] the data center group for the last two years.”
With the company’s Alveo accelerator cards, Xilinx has started to operate at a “much higher level of integration” — L6 barebone servers and beyond — than it previously has, according to Bellamy. Prior to its Alveo cards, Xilinx had been more focused on levels L1 through L6 of integration, providing the base FPGA technology that board manufacturers would then integrate into their products.
“Xilinx has a long and proud history of working in its simplest form, indirectly,” he said. “We rely upon distribution and these partnerships for our silicon product. And so it‘s obviously been keen for us to replicate that in our new Alveo board world, to create and build the same channel partnerships.”
As of June, Bellamy said Xilinx had around 17 value-added reseller partners around the world, which included high-performance computing integrator Microway and Colfax International as well as IT services provider Groupware and HPC distributor Exxact. The company also has a new distribution partnership with IT shop Ingram Micro.
Xilinx’s partner resources include in-depth training, the availability of demonstration units, lead generation, reference architectures as well as branding, marketing and support tools.
“We felt that we can give that technology channel a real leg up with some of our expertise,” Bellamy said. “[We’ll] still have them implicitly building and servicing those end customer needs, but really shorten the time to market and the time to revenue for all of us involved, if we can establish a strong, strong set of reference products and appliances.”