DNS Arrow will become EMC's third UK distributor from January as the manufacturer seeks to plough a furrow in the small to medium-sized reseller market.
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As revealed in recent weeks, the storage goliath had been evaluating the channel to determine whether it needs to expand distribution beyond Avnet Technology Solutions and Magirus.
Willem Hendrickx, EMC senior vice-president of the global channel office, confirmed that DNS Arrow, which is soon to be rebranded Arrow ECS in Europe, will sell its kit to UK SME resellers from next year in a deal that could expand to the continent.
"SME is a continuous priority for us, but we need to step up a little bit in that space because there are more opportunities than we are grabbing. That is why we reviewed our distribution landscape," he told MicroScope.
Last month, EMC gave DNS, along with existing distributors Avnet and Magirus, the rights to sell its Data Domain line card, creating a two-tier supply chain for the data de-duplication specialist.
Asked whether EMC was planning on making any cuts to distributors in the UK or across Europe, Hendrickx replied that it was "evaluating" the distribution network.
"We are going to make some clear choices about who will be our major drivers in Europe in 2010 and beyond," he said.
Surprisingly, sources reckon EMC's biggest UK partner Avnet, which is parting company with Mark Walker, boss of the European storage division, is also included in those review plans and could potentially lose the franchise.
But Sukh Rayat, EMEA vice-president of sales at the distributor, pointed out it had recently been named EMC's distributor of the year.
"We are EMC's number one distributor in the UK, so [getting rid of us] would be a strange decision," he said.
DNS was unavailable to comment.