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EMC Debuts New Unified Partner Program

**Editor’s Note: Click here for a list of recent channel-program changes you should know or here for a list of new products and services that partners can sell.**

For the first time in a decade, EMC is unveiling a freshly re-architected partner program designed to fully leverage the changing partner ecosystem that is forming around cloud computing, big data, information security and storage management.

The new EMC Business Partner Program for 2015 consolidates all of the storage giant’s different partner programs under one umbrella in an attempt to simplify partner management and increase partner collaboration and profitability. Under the umbrella, business partners can choose one or more tracks that fit their business model, including resell, distribution, cloud service provider, system integrator and/or outsourcer.

In an interview with Channel Partners, Fred Kohout, vice president of global partner marketing with EMC, said that changing market dynamics have compelled the organization to rethink its partner programs. Programs designed for a linear supply chain that start at the manufacturer and end at end-customers no longer reflect the current market dynamic in which partners play different roles and provide different services to customers. To that end, the program EMC is launching emphasizes flexibility and choice, solutions and services, and third-party platforms, Kohout noted.

On a basic level, partners can expect to be rewarded for exactly what they sell, and leverage those rewards across different tracks within the EMC program. In addition, partners can expect more exacting solutions playbooks to help them increase customer satisfaction, and more incentives such as rebates for reselling services.

“Because business models are changing, distinctions between old silos no longer apply,” Kohout said. “What we have architected from the ground up recognizes that partners have multiple selling motions and business models.”

Like other partner programs, the new EMC program concentrates its most generous benefits on organizations that make the greatest contributions to its technologies, both in terms of training and certification, and in sales achievement. It also places a higher premium on services and high-value solutions developed or delivered to customers by partners.

Also, the new program provides new incentives specifically aimed at cloud service providers (CSPs), which EMC clearly thinks will be of greater importance as the market for cloud computing matures. Among other things, EMC will now offer CSPs access to a new Cloud Service Provider Bid Desk, an EMC-led development service, and the Cloud Partner Connect Program, which matches reseller partners with CSPs so they may more easily sell and create private, public and hybrid cloud offerings.

Additional highlights of the program include the following:

  • EMC will offer qualified partners expanded access to resell and deliver an enhanced portfolio of consulting services that leverage methodologies, best practices and resources.
  • The new Business Partner Program also features larger and more predictable rebates for resell partners. 
  • The Solution Provider track also features a new, Platinum tier for partners that achieve expert levels of accreditation and certification in the resale, design and implementation of EMC solutions.
  • Partners who build deep and broad investments across EMC, its federation of companies and VCE, can qualify for new benefits.

Also at EMC World 2014 on Tuesday, EMC unveiled several new products including:

  • The EMC Hybrid Cloud Solution, which provides faster application provisioning and deployment, greater business agility and increased levels of IT automation;
  • The new EMC Supplier Exchange public cloud SaaS solution, which can help customers streamline the management of transmittals and contract deliverables; and
  • EMC Syncplicity, which adds Syncplicity Connector for SharePoint, enabling business users to access and edit their SharePoint files using the Syncplicity app on their mobile device.

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