Storage Wars

Dell EMC is introducing a new crop of storage and data protection incentives designed to reward channel partners for displacing competitors like Hewlett Packard Enterprise, Pure, Veeam and Commvault.

Cheryl Cook, Dell EMC vice president of partner marketing called out those competitors by name during a webcast Thursday, saying the slate of new spiffs and incentives were designed to take "Veeam, Rubrik and Commvault out of the equation" and help partners "tell a story to beat HPE, Pure and NetApp."

The moves are part of Dell EMC's effort to help partners better position midrange storage and data protection solutions in the market and capitalize on the Round Rock, Tex.-based IT giant's leadership position in those categories.

Today, the channel accounts for about 70 percent of the overall storage business at Dell EMC, and the company introduced a refreshed storage lineup in time for its Dell EMC World conference last May, including new VMAX, XtremIO, Unity, SC Series and Isilon platforms.

The new spiffs are aimed mostly at the midmarket Unity and SC products, but also cover certain high end systems like VMAX and XtremIO, as well as data protection products. Click through for more.