Emulex Has Channel Makeover

By Sara Driscoll  |  Print this article Print


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HBA vendor vows to push more business through the channel after modifying its channel program.

Storage vendor Emulex has unveiled a revamped channel program aimed at recruiting resellers and boosting sales.

Craig Skelton, director of channel sales, EMEA, said the vendor sees the channel becoming a bigger and bigger part of the deal for decisions on host connectivity. So they want to grow the channel they currently work with.

"We have had a channel program for the past six years, but it was basically an information service for VARs. But now we are formalizing everything we do into the program and bringing it onto a Web-based system. Previously, we had a restricted Web site, but now it's open to all our VARs so they can interact with it," Skelton said.

The program now includes deal registration, demo equipment, trade ins and marketing development funds, he added.

The program will also be tiered with Silver, Gold and Platinum levels.

"Any VAR can be at the Silver level, but for Gold and Platinum we require a revenue commitment and business plans and to know the technology infrastructure of the solution provider. In return, they get higher rebates and marketing funding, although all solution providers get deal registration."

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He said between 30 percent and 40 percent of the vendor's business is through the channel, with a large OEM business running alongside it. "This will get higher. Globally, we have about 1,700 resellers that are active and we want the program to extend our reach and get form from those existing partners."

Jason Rabbetts, managing director of United Kingdom-based solution provider Union Solutions, said, "A huge amount of Emulex's business is OEM, so I don't think this is a strategy of trying to take all of its business to end-users through the channel. It is obviously looking to leverage its more interesting technology, such as the integration with VMware, through the channel.

"However, it is difficult to see how a huge proportion of Emulex's business will be surging to resellers, even though the technology is good and it has a dominant market share. I am not sure how much attention solution providers pay to the Emulex brand when it is a component and won't make up that much of their overall revenue."

Sara Driscoll began her journalism career at 16 years old on her local newspaper, The Watford Observer. Working part time, she covered a range of beats. Leaving to complete her Journalism Degree at Bournemouth University, UK, Sara then went on to graduate and work for Emap. She began as a reporter on APR, Emap's construction title, being promoted to senior reporter with a year.Sara then joined VNU Business Publications as Deputy News Editor on CRN, the weekly trade title for channel players. She covered industry/business news from vendors, distributors and resellers, product announcements, partner announcements as well as market and trend analysis, research and in depth articles to predict up and coming trends in the sector. She was promoted within a year to News Editor, a year later to Deputy Editor and the following year became Editor. Sara remained editor of CRN for three years, launching the magazine on new platforms including CRN TV and eBooks, as well as several magazine and web site redesigns. She was called on for expert industry comment from various publications including appearing on live BBC news programs. Sara joined Ziff Davis Enterprise as Editor of eWeek Channel Insider. She runs the title in all formats – online up to the minute news, newsletters, emails alerts and events. She also manages the brand of Channel Insider in all formats - events, shows, awards, panel debates and roundtables.Sara can be reached at:sara.driscoll@ziffdavisenterprise.com

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