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​Day of reckoning still to come despite Dell EMC partner program launch

​Day of reckoning still to come despite Dell EMC partner program launch

Channel future remains uncertain as resellers await final tier verdicts.

Michael Dell - CEO, Dell EMC

Michael Dell - CEO, Dell EMC

Partners still remain in the dark over the newly rolled out Dell EMC partner program, despite its official launch across the world.

With information regarding the integrated program now available for resellers in Australia and New Zealand, the channel isn't expected to be granted the finer - and more crucial - details until February 20.

A source close to ARN emphasised the importance of the later date for the channel, claiming that’s when “the rubber hits the road” for partners.

Specifically, ARN understands that Dell EMC has communicated with partners both locally and globally, advising that rebates and final tiers will be confirmed on February 20.

So despite a seemingly positive reaction to the program launch - combining the best of Dell and EMC channel strategies - partners will have to wait a little while longer to gain a greater understanding of how the new roll-out will impact business.

Crucially for the channel, a leading EMC partner is not automatically guaranteed to be a leading Dell EMC partner, and vice versa, in a move which is expected to create winners and losers in equal measure.

"Simple, predictable, and profitable,” said Dell EMC general manager of telecommunication and service providers A/NZ, Phill Patton, when describing the new-look program.

“Those are the three key tenets of our new partner program which will ensure all our existing and new partners working across the entire Dell EMC ecosystem will be positioned for growth and success.

“The Australia and New Zealand Dell EMC team looks forward to working with our partners to help them grow and deliver outstanding value to customers through our new partner program.”

As reported by ARN, the new program tiers include Titanium, Platinum and Gold, as well as a new status level within the Titanium Tier, Titanium Black.

Awarded to only a handful of partners globally, believed to be around eight, Titanium Black status is an invitation only, special designation created to strengthen the relationship with partners who are extremely aligned with Dell EMC.

Within this exclusive club - of which Australia and New Zealand is only represented by the local subsidiaries of three global players - partners will receive exclusive access to briefings with Dell EMC CEO, Michael Dell, alongside the vendor’s leading technologists.

Further down the chain, benefits to solution provider partners include “generous rebates focused on profitable behaviours” such as driving new business, service sales (inclusive of consulting, deployment, support and education services), training participation and selling the full portfolio.

“Businesses in Australia and New Zealand are facing a world of new opportunities and challenges, and digital transformation is the only solution,” Dell EMC general manager of channel A/NZ, Geoff Wright, added.

“Dell EMC and its partners are together best placed to help businesses on this journey. Our partners will be rewarded with a program that delivers ample opportunity, business confidence and profitability.”

Inclusive of solution providers, cloud service providers, strategic outsourcers, OEM partners, systems integrators and distribution partners, the overriding rule is simple - as a partner progresses their tier, their benefits increase.

And with D-Day fast approaching, perhaps that’s when resellers will truly have an honest opinion about the industry’s most eagerly anticipated partner program.


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