Dell EMC betting big on partner program to boost revenue

10 Nov

Enterprise IT major Dell EMC is betting big on the channel partner program to boost revenue growth in the Asia Pacific region.

At present, Dell EMC generates $35 billion revenue from channels globally. While Dell EMC achieved 3-4 times revenue growth from channels globally, the growth in Asia Pacific was 6 times. Dell EMC generates nearly 69 percent of its revenue in Asia Pacific through channels against nearly 53 percent globally.

Dell EMC was one of the sponsoring partners at the Canalys Channels Forum APAC in Macau in October, 2016.

John Byrne, president, Global Channel, Dell EMC and Tian Beng Ng, senior vice president and general manager, APJ Channel Business, Dell EMC, addressed a select media gathering on the sidelines of the Canalys Channels Forum APAC.

“The new Dell EMC Partner Program will bring together two great programs into one extraordinary program that enables our partners to leverage our industry-leading portfolio and accelerate their business quickly,” said John Byrne, president, Global Channel, Dell EMC.

Dell EMC is confident that the technology power house can take on networking majors such as HPE, Cisco, IBM and Oracle due to its investment focus in innovation. Dell EMC invests nearly $4.5 billion in research and development.

Cyndi Privett, principal, Viewpoint Research, said: “There is an obvious emphasis in further developing and investing in partners and protecting their investment in Dell EMC through the program — this should serve Dell EMC and its partners and customers well.”

Dell EMC in IoT

Dell EMC has already started participating in IoT (Internet of Things) and smart city projects in India. At present, Cisco is the leading networking supplier in IoT and smart city space in India. Dell EMC wants to build on its existing smart city programs in Thailand and China.

Ezra Gottheil, principal analyst at TBR, said: “Dell EMC has crafted a clear but limited role in solutions in Internet of Things (IoT). Dell EMC wants to garner the revenue and profit from the IT infrastructure needed for IoT solutions, including an expanding line of gateway devices. Dell EMC will be a partner in IoT, but will not compete to be a provider of IoT solutions or platforms.”

Dell EMC partner program

At the recently concluded Dell EMC World 2016 in Austin, the company provided a preview of the new Dell EMC Partner Program, which will be effective in February 2017.

The new Dell EMC Partner Program will provide unprecedented business opportunity for partners and reaffirms Dell EMC’s strong commitment to the channel.

Dell EMC said the new channel program — be Simple, Predictable and Profitable — will ensure channel partners have ample opportunity, business confidence and commensurate profitability regardless of their program tier.

In December, Dell EMC will announce tier thresholds for partners, providing a six months for partners to ramp up to the new criteria. Program tiers, developed to elevate Dell EMC  partners over competitors and establish a clear path to up-level, will include Gold, Platinum and Titanium, as well as an exclusive, Titanium Black partner tier for the highest performing partners.

Tier levels align with key business models of partners, enabling flexibility where needed to meet customer needs. Benefits will include generous rebates for channel partners who drive new business, attach services, sell the full portfolio and offer the portfolio exclusively.

The program will encompass the entire Dell EMC partner ecosystem, inclusive of Solution Providers, Cloud Service Providers, Global Alliances, OEM Solutions partners and distribution. As part of this strategy, included as well is the “Powered by Dell EMC” brand program for those businesses that embed Dell EMC technologies into the marketplace.

Earlier, Dell EMC announced the Dell EMC Line of Business Incumbency Program for Storage, enabling channel partners to protect their investments with their installed base as well as expand to serve new customers interested in Dell EMC portfolio.

Dell EMC extended the Dell FastTrack program to EMC Business Partner Program (BPP) participants, and expedited many Dell strategic partners into the EMC BPP — enabling both Dell and EMC partners to start selling Dell EMC solutions.


Power of One:  With its centralized model, the Dell EMC Partner Program will offer partners the best of prior programs and much more

Improved Processes: One partner portal with single sign-on, one deal registration and one Line of Business Incumbency Program for storage

Simplified Training & Compliance: Same training as direct sales teams receive

Transparency: Annual program strategy with mid-year compliance review

Predictable and Market-Aligned Thresholds and Targets: Partners will receive tier thresholds in December

Profitable: Rewards focused on new business and services, and selling the full portfolio

“The new program provides the transparency and continuity we needed, as well as the opportunity for greater profitability we wanted,” said Scott Winslow, President, Winslow Technology Group. “We know we’re going to drive more revenue with Dell EMC, that top line is certainly going to grow.”

Dell EMC recently showcased the benefits of scale and early product integration from the newly combined Dell EMC organization.

“Discussions at Dell EMC World 2016 indicated that the heritage Dell and EMC organizations have completed initial planning and are beginning to collaboratively execute on a portfolio and go-to-market vision that more effectively addresses customers’ quickly evolving workload requirements as a combined company,” said Krista Macomber, senior analyst at TBR.

Dell and EMC have started working together after the largest technology deal. Dell EMC in India has too many big projects — government and enterprises — on its target list now. A well integrated technology group can offer almost all technologies under one roof. Will large enterprise look for all stuff from the same technology company?

Baburajan K from Macau



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