Dell unveils OEM Partner Program

Dell moves to attract OEM partners to develop solutions using its platforms

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Dell unveils OEM Partner Program Coulston says Dell is finalising the OEM programme for the Middle East region.
By  Manda Banda Published  April 4, 2012

Dell has unveiled a formal OEM Partner Program as a way to make it easier for OEM customers to develop solutions in concert with a variety of Dell partners.

The programme comes at a time when Dell is increasingly providing products on top of which OEMs can add their own intellectual property, said Jeff Otchis, director of Americas Marketing for Dell OEM solutions.

Dell currently has over 2,000 OEM customers worldwide in over 40 different vertical markets, Otchis said.

"Our primary focus has been providing our products to customers who add their own intellectual property and then lock it down for their customers," he said. "But more and more, we're providing custom sheet metal bending, custom packaging, even things like putting T-shirt in the boxes we use to ship Google search appliances."

John Coulston, director, Channel Programs and Operations at Dell Middle East confirmed that the company was finalising the programme and how it will be rolled out in the Middle East region, which is part of the emerging markets belt.

Coulston said Dell already works with OEM partners in the region that are doing a lot of systems integration work. "This programme is a formal way of engaging our partners as we have a strong OEM base in Turkey and the Middle East region," he said.

Coulston pointed out that the programme will be implemented across the Middle East in the May-June timeframe.

The Dell OEM business was until about 18 months ago almost entirely focused on working directly with customers, but now this business is more and more going indirect via distributors, says the company.

The Dell OEM partner programme is focused on two types of partners, says Dell. The first are channel partners, including distributors, which provide a single point of purchase, expertise, certified manufacturing facilities, and systems integration.

The second are technology partners, including Intel, Microsoft and SuSE which integrate their intellectual property into Dell hardware for delivery to customers in order to help OEM customers reduce time-to-market by addressing such needs as regulatory compliance, the company said.

Greg Davis, vice president and general manager, Global Commercial Channels at Dell, said: "With more than 13 years in helping manufacturers realise their full potential, we're excited to announce our OEM Partner Program. Navigating the partner ecosystem logistics can be difficult but leveraging the expertise we've built working closely with other channel partners, we believe we can make it easier for manufacturers to bring exciting solutions to market."

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