Dell EMC is actively chasing small-sized resellers across Asia, targeting grow through the vendor’s Gold and Authorised channel.
Driven by distribution, the recruitment campaign forms part of widespread regional plans to boost partner figures at the smaller end of the ecosystem.
“We want to grow our Gold and Authorised partners which are smaller resellers,” said Tian Beng Ng, senior vice president and general manager of channels across Asia Pacific and Japan at Dell EMC. “We believe there’s huge opportunity in Asia, especially through storage and a lot of our programs and resources have been focused on this area.”
Currently, Authorised status covers partner portal access including enablement tools, sales aids and marketing campaigns, alongside deal registration, go-to-market programs and MyRewards points.
On the flip side, and in addition to Authorised benefits, Gold also provides access to Dell solutions and briefing centres, Find a Partner, earned marketing development funds (MDF) and rebate potential, among others.
“Across the region we have a mix of both mature and emerging countries so our strategy naturally differs by country,” Tian Beng added. “Distribution is also key for us and we’re continuing to grow that route to market.
“We’re very focused on adding more resellers in Asia to expand and drive our distribution business.”
Speaking to Channel Asia on the sidelines of Dell Technologies World in Las Vegas, Tian Beng said distribution is currently growing at a faster rate than the vendor's overall business in the region, with plans in place to target a wider network of channel partners.
“We’re working with mainstream partners and also newer partners that are focused on not just IT, but the whole project such as construction companies and video surveillance specialists,” Tian Beng explained. “Our strategy is based on working with the entire channel spectrum.”
Such a focus on Gold and Authorised partners comes as the vendor pushes ahead with plans to unite multiple solutions and services under one channel roof, bringing together a vast technology portfolio in a cross-sell partner play.
The umbrella group spans products from Dell, Dell EMC, VMware and RSA, in addition to Secureworks, Boomi, Virtustream and Pivotal.
As reported by Channel Asia, the strategy is designed to create an ecosystem in which the technology giant operates as a one-stop-shop for partners and customers alike, spanning servers and storage, to compute and security.
“We’re seeng this cross-sell opportunity continue to evolve in ASEAN also,” Tian Beng said. “We have different maturity levels in each country but the overall approach is the same, and that centres around partners wanting to sell more lines of business.
“This is particularly true in the case of Dell Technologies and VMware, which are both very strong across the region.”
James Henderson travelled to Dell Technologies World as a guest of Dell Technologies.