EMC Data Domain is moving to a two tier supply chain starting with the appointment of DNS Arrow and Magirus in the UK but Avnet Technology Solutions is also expected to sign up.
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Only months after EMC shelled out $2.1bn for the data deduplication specialist, it has overhauled the company’s go-to-market strategy, and although DNS is new to both businesses Avnet and Magirus are currently EMC partners.
Clare Loverridge, EMC Data Domain channel manager for the UK and Ireland told MicroScope that the company needed to alter its go to market strategy to reach more reseller and integration partners.
“As we scale the business we needed to move to a two tier model,” she said.
In a statement, Arrow ECS president Andy Bryant said its quote and configuration teams would work closely with resellers, and it also planned to provide lead generation, and professional and training services.
Existing EMC distributor Magirus is also kicking off its partnership with Data Domain, UK country manager Denise Bryant confirmed.
“Data Domain works well with the entire EMC back-up portfolio,” she said, adding that she had not received any negative feedback from resellers about the addition of distributors.
Resellers are that currently nestled in EMC’s Velocity programme will now be able to accrue benefits including rebates on the back of Data Domain sales.
Avnet is also believed to have the contract in hand but was unable to comment at the time of going to press.