EMC increases velocity for VARs

Storage giant EMC has fine-tuned its EMEA Velocity Partner programme to assist partners during the economic crisis.

Changes include a new certification scheme, extended speciality expertise and the introduction of a simplified solutions framework to support partners in choosing the correct solution for a customer’s needs.

The Velocity Solutions Framework has been designed to simplify partner engagement with EMC. Infrastructure and application solutions will now be grouped via the velocity speciality modules: consolidate, backup, archive, security and content.

EMC has also extended its backup and archive velocity specialities, enabling backup speciality partners to become proficient in EMC NetWorker, EMC Avamar and EMC Disk Library, and archiving speciality partners to specialise in EMC Centera and EMC Celerra.

Willem Hendrickx, head of global channel operations at EMC, said: “Partners must differentiate themselves to survive. We have extended the programme, adding velocity partner specialities, designated marketing campaigns and by making it easier for partners to make quotes and configurations.”

Hendrickx said EMC added 800 partners to its European scheme in 2008, but is on the lookout for more, particularly in the content management and high-end security space.

Denise Bryant, storage and services director for northern Europe region at EMC distributor Magirus, said: “The new EMC Velocity speciality status assists partners to specialise and therefore to differentiate themselves among the general partner community.

“In these tough times, end users will look to engage with partners with a proven track record of successfully implementing total solutions in specific areas ­ solutions with identifiable RoIs that add tangible value to the user’s business.”