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Dell promises the best of both worlds with unified partner programme

Michael Dell has pledged that the forthcoming Dell Technologies channel partner programme will combine the best of both firm's former schemes

Michael Dell has promised that the unified channel programme following the completion of the EMC acquisition will combine the best bits of both firm's former offerings.

Dell Technologies is due to outline more detail around the programme, which will be introduced early next year, at Dell EMC World in Austin later this month.

Speaking at the Canalys Channel Forum event Dell said that it was commited to the channel and wanted to make sure that partners were able to get access to its complete portfolio of products.

For European partners the last few weeks, and possibly a few more going forward, have involved discussions with the vendor about what they want to see included in the programme.

Michael Collins, senior vice president, channel business Dell EMC, said that it had an ambition to have the best channel programme in the industry.

He added that it was using the philiosophy of the old EMC channel programme, which promised it would be simple, predictable and profitable.

Collins said that there had been some complexities in the old Dell programme that it wanted to try to tone down in the next incarnation.

In terms of the reaction so far from the channel to the creation of Dell Technologies Collins said it had been very positive and opened up opportunities for the vendor.

"We have been less successful partnering with the larger system integrators than EMC. That channel is a significant one for us and that channel is very interested," he said.

The timetable

The week of 17 October the details of the unified partner programme are unveiled at Dell EMC World

Between then and the end of the year there will probably be some subtle tweaks just to ensure things are ready for launch

The programme is rolled out on 1 February 2017

Philippe Fosse, vice president EMEA channels at Dell EMC, said that the EMC partners had also expressed an interest in getting access to a wider portfolio of products.

“They see the opportunity for selling the complete part of the wider portfolio that Dell is bringing to them,” he said.

During his keynote Michael Dell also repeated that there was no upper limit on how much business could be transacted through partners and it was totally committed to growing its channel base.

In a section of the speech aimed at his rivals he stated that the combined company had a leadership position, or very close to the lead, in all of the product sectors it operated in.

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