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Dell EMEA channel chief heralds exciting second half

With the Dell and EMC merger almost complete the channel is being told there are reasons to get excited about what the rest of this year holds

Dell’s EMEA channel chief is excited about what the rest of this year holds for resellers and distriutors as the takeover of EMC nears completion.

EMC’s shareholders gave the deal the green light yesterday, with 98% of votes cast in favour of the takeover, bringing the tie-up closer to being finished.

The message to Dell and EMC partners has been fairly consistent through the last few months, with both being told to get excited about the prospect of selling a much wider portfolio.

That is still the key benefit for partners with Michael Collins, vice president, strategy & channel Dell EMEA, pointing out that it is not just a larger number of products that resellers can handle, but also more potential customers.

“We have a huge opportunity ahead of us to integrate the channels of these two companies,” he added “It is all extremely exciting. It’s going to be a great second half.”

“EMC is very strong in the enterprise and Dell is very strong in the mid market so there is a great opportunity to convert those people into Dell technology experts [to hit a much broader customer base],” he said.

Collins said that ahead of the integration it had taken steps recently to improve the channel programme for Dell partners and had rolled out rewards and rebates to smaller partners that were registered but previously did not get the same benefits as certified resellers.

“We want partners to subscribe and register with Dell and get access to education and training and we have a pretty efficient programme for that area of the channel,” he said.

The other area where Dell has been actively trying to support the channel is on the finance side and Collins said that its Financial Services arm had been trying to help more partners and distributors.

Against the backdrop of the merger wrapping up and the improvement to the partner programme there has been the huge upheaval of the Brexit decision and from his position looking across EMEA Collins is in a good position to comment about what that means for the vendor.

“We respect the decision of the British voters and hope that Britain and the EU can stabilise things. No doubt it creates a slightly more challenging business environment,” he said.

Specifically around price rises he commented that any company that has a dollar cost base, “has had to review how they price adjust”.

But he added that its experiences working in emerging markets had already helped it operate in situations where there is a fair bit of market volatility.

“Our partners and customers understand and we will remain competitive and offer value,” he said.

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