Combined Dell, EMC channel programme aims to ‘go deeper’ with partners

MIchael Dell
Dell CEO MIchael Dell



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3 May 2016 | 0

Dell Technologies, the new-look combined Dell and EMC company, will focus on deepening its relationships with current partners, led by the unification of both partner programmes.

The move to merge the channel programmes of Dell and EMC comes as the tech giant aims to establish better relationships with its current crop of partners, rather than recruiting new resellers into the mix.

Responding directly to an ARN question during a Q&A media session at EMC World 2016 in Las Vegas, Michael Dell said clarity needed to be made in terms of the company’s channel strategy in the months and years ahead.

“Between Dell and EMC, it’s not as if we’re lacking in partners,” Michael Dell told ARN. “In some ways, we are looking to go deeper with our current pool of partners, rather than recruit new partners as such.

“There’s not many partners we don’t have between us given the breadth of technologies we offer, and that’s an important point to put across to the market.”

With Dell Technologies not actively looking to expand its already wide-ranging ecosystem of partners, Michael Dell did offer some brief insight into how the channel strategy will play out.

“Across both companies we have a number of people with significant channel experience,” he said. “We’re seeing that Dell and EMC channel partners have already completed the integration process and are out there in the market selling Dell, EMC and VMware together as one solution.

“It will be an important part of the Dell and EMC combined business. We believe the Dell and EMC channel programmes are very similar, so we plan to combine them together and have one overall programme.

“At this time I see the same levels of excitement in the channel as I do from end customers and this will play an important role as we broaden our reach to customers.”

IDG News Service

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