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VMware is looking to expand its certified cloud partner numbers and is taking steps to indicate to customers which suppliers have excelled in getting to know the vendor's technology.
The firm is introducing a Cloud Verified trust mark that will be awarded to those that have shown a thorough understanding of the VMware cloud technology.
VMware can boast a 4,400 strong network of cloud provider partners and is planning to add to that number with the latest initiatives.
The vendor has previously referred to those specialising in hosted services as being on the VCloud network but has now changed that to Cloud Provider programme.
The initial partners that have gained the trust mark were announced at VMWorld 2017 in Barcelona, with CenturyLink, Fujitsu, IBM Cloud, OVH and Rackspace the first to get the nod.
"Providers that carry this trust mark have made deep investments in the VMware technology set, supporting the full VMware stack and presenting that to customers," said VMware CEO Pat Gelsinger.
He added that it expected to announce more had been awarded the trust mark in the future as it rolled out the programme.
Gelsinger added that it was aware that not every partner wanted to operate in an entirely VMware world and it had also made a number of cloud services available to those that wanted to provide its technology but are using Google or Microsoft Azure as their prefered platform.
The first batch of seven services includes Cost Insight, Discovery, Network Insight. NSX cloud, AppDefense, Wavefront and Workspace ONE and there are plans to take that to around ten by the end of the year and continue expanding into 2018.
Alanzo Blackstock, partner organisation director for UK and Ireland at VMware, said that the Cloud Provider programe would be of interest to the 2,500 partners in EMEA, which included hundreds in the UK.
But he said that the opportunity for the channel was much wider than just the cloud and plenty of work needed to be done to get customers ready.
"The thing that is relevant for our partners [around the cloud programme] is that in order to execute on that strategy and the customer's ability to go private or public as customer they first of all need to have the right capabilities," he said.
"The data centre needs to be modernised first. There is a real piece of work for our partners for them to make sure that their customers' datacentres are modernised," he added.