Brocade`s New Channel Play

Brocade's focus on the OEM VAR brings additional profits and advantages, which are above and beyond what an OEM may offer. That could prove critical; especially when one considers that most VARs deploy storage fabrics as part of a larger data center solution. Brocade's OEM-centric channel program makes it that much easier for VARs to profit from multi-vendor solutions and the integration chores associated with that deployment.

For VARs looking to partner directly with Brocade, there are some benefits above and beyond what a partner may garner from the Brocade's OEMs' channel programs. Under the banner of the Brocade Alliance Network Partner Program, Brocade is looking to challenge vendors by creating opportunities for its partners not found in other channel programs.

For example, Brocade is looking to extend the market presence of the DCX product line and will work closely with VARs that are best equipped to sell the DCX platform. Those VARs will have access to increased margins, lead generation and enhanced deal registration programs. Brocade partners will be encouraged to deliver services and are expected to be highly trained and certified on Brocade products.

For partners that are unable to deliver some of the higher end services, the company offers resalable professional services. Partners are able to contract with Brocade for the delivery of professional services, where the vendor's engineers will provide support and services, all under the VAR's own banner. That option allows VARs to take on data center installs that may be beyond their geographical reach, technical abilities or both.

Brocade is preparing a one-two punch against competitors by launching technology that is in many cases superior and by backing the technology with a channel program that can benefit VARs, regardless of how they buy and deploy the company's products. That combination should prove to be a challenge to the market's 800-pound gorilla, Cisco.

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