Brocade promises more investment for channel

Networking solutions vendor vows to increase local headcount and partner coverage

Tags: Brocade Communications Systems IncorporationMindwareSaudi ArabiaUnited Arab Emirates
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Brocade promises more investment for channel EMEA channel director Amanda Giddins is overseeing the development of Brocade’s channel business in the Middle East.
By  Andrew Seymour Published  July 7, 2010

Brocade is chucking cash at its channel organisation as it looks to build up a partner network with the skills and capabilities to market its growing range of data centre networking solutions.

The company hired ex-Nortel channel chief Amanda Giddins to run its EMEA channel business just over a year ago and she says Brocade is focused on strengthening the quality of its partner network, particularly in the Middle East.

"My remit has been to set up the channel and all the channel programmes, working very closely with our corporate team. Over here in EMEA we have taken the framework and really tailored it so that it can regionalised," said Giddins.

"We are currently recruiting another 80 sales people across EMEA and in the UAE and the Gulf area - and Saudi Arabia as well - we are adding larger teams, so there is a lot of recruitment going on at the moment in this region."

Since Giddins' arrival, Brocade has appointed Ali Ahmar as its regional manager for the Middle East and introduced a two-tier channel model by pairing up with Mindware.

Giddins believes there is still plenty of room to expand Brocade's coverage further.

"In some of the countries we haven't got a wide enough presence or a deep enough penetration, so there is certainly a lot more investment to come, which is why we are adding more heads We are just adding another channel manager in Saudi Arabia to develop that market, along with an additional team of technical and sales people, and likewise in Dubai."

Earlier this week Brocade introduced new technology specialisations to its Alliance Partner Network Programme. The specialisations, which are based on network infrastructure, virtualised fabrics and application delivery, are designed to help partners address customer demand for skilled expertise across a range of networking technologies.

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