Alister Dias, EMC's country manager, says his company is beginning to make real inroads into the mid-market.
At the same time the company has dedicated two sales staff, Johnnie McDonald and Steven Black, to push business opportunities through the channel.
“Both of them come from the channel and it’s really interesting to see that culture come into the company,” he says.
Dias says his team is now in the position that it is being contacted by non-partners asking if they can tender with EMC products.
“It actually reminds me of Cisco back in the early 1990s because customers are asking for EMC. Part of that is due to Datastor’s influence — those guys are constantly out there getting the message across.”
Dias says he has been pushing partners to focus on the opportunities in services for some time now and that’s beginning to pay off as they switch from a single-sale approach to a three-to-five-year strategy.
“I’ve been waiting for this day for two years. Customers often prefer a phased strategy and that’s exactly where EMC wants its partners to be.”
Dias believes that acquired brands, such as VM Ware and Legato, are now associated with EMC, further boosting the company’s position.
In the latest of a long line of buyouts EMC is set to acquire Rainfinity, a virtualisation specialist in the networked attached storage space.
Clive Gold, EMC national product marketing manager, says his company’s vision is clear.
“We know what the vision is and where we want to get to. So the question is, can we create it ourselves or can we buy it?” he says.
That approach has seen EMC, originally a hardware player, move up the ranks to be the sixth-largest software company in the world.