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Pure Storage to develop channel business in Middle East

Vendor teams up with Global Distribution to recruit, train and raise brand awareness in the regional channel

Pure Storage to develop channel business in Middle East
Veljovic says Global is seeking to recruit a limited number of partners that understand the enterprise storage solutions market.

Two months after enterprise flash storage solutions vendor Pure Storage signed regional distributor Global Distribution as its master distributor for the Middle East, the vendor has revealed a new channel strategy that will see it develop the channel business in the region.

According to Pure Storage, the plan is being implemented in conjunction with Global Distribution and is part of a wider strategy to develop the channel business by engaging new partners, providing training and raising visibility and brand awareness in the regional channel.

Fiona Moon, EMEA marketing director at Pure Storage Inc, said although the partnership with Global Distribution is still in the early stages, the company wants to work closely with the distributor in this initial phase to ensure that it gets the right partners on board.

Moon said to this end, the company is investing in an internal Pure Storage team within Global Distribution that will focus on developing the business to channel partners across the region. “What we are doing in the Middle East after signing Global is building a plan that should clearly map out our-go-to market and enhance our reach and decision making,” she said.

Moon added that Pure Storage is looking for new ways and ability to drive business in the channel and having a distributor like Global that has global footprint positions the brand in a strong footing.

She pointed out that in particular, Pure Storage will be seeking to engage partners, train them, provide pre- and post sales support, jointly conduct marketing campaigns to create visibility and brand awareness campaigns in the the channel.

Mario M. Veljovic, VP Solutions MENA at Global Distribution FZE, said part of the initiative the two companies have put togather for recruiting partners is to go after resellers that already understand enterprise storage solutions.

“We want partners that have the right ‘DNA’ and understand Pure Storage’s flagship FlashArray enterprise storage solution,” he said. “We will have a limited number of partners and initially we will focus on the GCC excluding KSA

Veljovic said the company has already started providing training to nine resellers and 18 engineers on Pure Storage’s flash storage offerings. “Our approach in developing and empowering the channel go even further by helping partners to engage their end-user clients through demand generation activities,’ he said.

Veljovic explained that as most companies are considering moving from their current storage platforms to flash, it’s crucial that the partners the company engages are knowledgeable and can guide partners to transition to this new technology.

Moon agreed and added that Pure Storage will be going after reseller partners that sell NetApp, IBM and EMC storage. “Our business is partner-led and we are planning on launching a partner programme for the Middle East soon,” she said.

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