Brocade's OEM-centric channel program

By Frank Ohlhorst  |  Print this article Print


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Brocade launches new products and channel programs to increase its presence in the data center.

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.

Click here for a full review of Brocade's DCX Platform


Frank Ohlhorst Frank J. Ohlhorst is the Executive Technology Editor for eWeek Channel Insider and brings with him over 20 years of experience in the Information Technology field.He began his career as a network administrator and applications program in the private sector for two years before joining a computer consulting firm as a programmer analyst. In 1988 Frank founded a computer consulting company, which specialized in network design, implementation, and support, along with custom accounting applications developed in a variety of programming languages.In 1991, Frank took a position with the United States Department of Energy as a Network Manager for multiple DOE Area Offices with locations at Brookhaven National Laboratory (BNL), Princeton Plasma Physics Laboratory (PPL), Argonne National Laboratory (ANL), FermiLAB and the Ames Area Office (AMESAO). Frank's duties included managing the site networks, associated staff and the inter-network links between the area offices. He also served at the Computer Security Officer (CSO) for multiple DOE sites. Frank joined CMP Technology's Channel group in 1999 as a Technical Editor assigned to the CRN Test Center, within a year, Frank became the Senior Technical Editor, and was responsible for designing product testing methodologies, assigning product reviews, roundups and bakeoffs to the CRN Test Center staff.In 2003, Frank was named Technology Editor of CRN. In that capacity, he ensured that CRN maintained a clearer focus on technology and increased the integration of the Test Center's review content into both CRN's print and web properties. He also contributed to Netseminar's, hosted sessions at CMP's Xchange Channel trade shows and helped to develop new methods of content delivery, Such as CRN-TV.In September of 2004, Frank became the Director of the CRN Test Center and was charged with increasing the Test Center's contributions to CMP's Channel Web online presence and CMP's latest monthly publication, Digital Connect, a magazine geared towards the home integrator. He also continued to contribute to CMP's Netseminar series, Xchange events, industry conferences and CRN-TV.In January of 2007, CMP Launched CRNtech, a monthly publication focused on technology for the channel, with a mailed audience of 70,000 qualified readers. Frank was instrumental in the development and design of CRNTech and was the editorial director of the publication as well as its primary contributor. He also maintained the edit calendar, and hosted quarterly CRNTech Live events.In June 2007, Frank was named Senior Technology Analyst and became responsible for the technical focus and edit calendars of all the Channel Group's publications, including CRN, CRNTech, and VARBusiness, along with the Channel Group's specialized publications Solutions Inc., Government VAR, TechBuilder and various custom publications. Frank joined Ziff Davis Enterprise in September of 2007 and focuses on creating editorial content geared towards the purveyors of Information Technology products and services. Frank writes comparative reviews, channel analysis pieces and participates in many of Ziff Davis Enterprise's tradeshows and webinars. He has received several awards for his writing and editing, including back to back best review of the year awards, and a president's award for CRN-TV. Frank speaks at many industry conferences, is a contributor to several IT Books, holds several records for online hits and has several industry certifications, including Novell's CNE, Microsoft's MCP.Frank can be reached at frank.ohlhorst@ziffdavisenterprise.com

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