EMC to enhance partner focus in the Middle East

Partner profitability remains key focus for storage vendor in the region

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EMC to enhance partner focus in the Middle East Amin says changes to the EMC Velocity programme will enhance partner profitability.
By  Manda Banda Published  July 28, 2011

Storage solutions powerhouse EMC has said that it will ramp-up its channel initiatives in the Middle East region after the vendor recently made enhancements to its Velocity Solution Provider Partner Programme.

The new programme offers resellers an opportunity to accelerate revenue, differentiate their business in the marketplace, provide more value to customers and increase profitability. It offers simplified programme entry, training, easy access to EMC's portfolio of information infrastructure products and solutions and new specialty designations that can spur value-added services.

Bill Scannell, executive vice president, Americas and Europe, Middle East and Africa region, said as business in the Middle East is booming for EMC, it is crucial that the channel in the region is well equipped to capitalise on these opportunities.

Scannell said as the company is currently in the process of opening new offices in Kuwait, Qatar and Jordan to add to its extensive presence across the Gulf, North and Central Africa, it is vital that partners are at the core of these expansion plans because they remain a critical route to market. "EMC has remained a channel-centric organisation working with an ‘open' non exclusive channel strategy in the Middle East region," he said.

Mohammed Amin, EMC's senior vice president, Turkey, emerging Africa and Middle East region, said the recent changes to the Velocity programme will enhance business opportunities and partner profitability. "We have continued to work and develop our channel business in the region. The strategy is to embrace and continue doing business through a network of competent partners," he said.

Scannell added that when you look at what EMC is doing in partnership with Cisco and VMware, partners that want to resell those technologies require integration skills. He added that the Velocity programme has been augmented around deal registration to exclusively help partners deliver the right solutions to market. "We want our partners to be profitable and we will continue to invest in partner self-sufficiency and training programmes."

In addition to the partner training, Amin revealed that the company has launched the EMC Academic Alliance Programme, an independent non-biased initiative created to address the skills gap resulting from the growing volume and complexity of information. Through the programme, EMC offers the unique ‘open' information storage and management (ISM) course free of charge to colleges and universities globally. "The programme focuses on training the trainer. This programme is good as it ensures that fresh graduates from universities and colleges sharpen their skills around IT and infomation management," Amin explained.

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