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On-demand data protection services provider Arsenal Digital Solutions plans to launch a full-fledged solution provider channel program the week of July 23, following the upgrade July 16 of its online server backup and recovery service to support virtualization.

The three-tiered program is aimed at infiltrating the midsize business market—companies with 100 to 2,500 users, said Brian Reagan, executive vice president and chief marketing officer. Reagan joined the company a month ago after eight years with EMC.

The 10-year-old, Cary, N.C.-based company previously sold its on-demand data protection services through telecommunications companies to a variety of businesses. Arsenal’s channel program relied on custom partner deals with the telcos.

“Telcos are wonderful business partners, but we needed much more of a solution integrator-type of partner to approach the medium-sized business market,” Reagan said. “We don’t have a direct sales force.”

Arsenal is giving resellers two ways to offer the technology—as a turnkey managed service or as a managed services component add-on to an existing hardware and software deal.

“We think this gives resellers the best of both worlds,” he said.

The new channel program, called Armory, offers Silver, Gold and Platinum levels that align investments with program rewards. Core requirements and benefits are based on revenue, training and accreditation, joint marketing and business planning. Silver partners can achieve up to 20 percent margins, said Reagan.

Other benefits include participation in evaluation programs, market development funds/lead generation opportunities, performance rebates and deal registration.

In addition, Platinum partners are able to participate in a solution integration program in addition to the main reseller program.

“The partner that we are looking to work with fits a certain profile,” Reagan said. Such partners will typically offer services on a national or regional basis, or they will have a specialized domain expertise in storage or networking.

Arsenal is also targeting certain sectors with its managed services offering, including financial services, healthcare and manufacturing.