Dell EMC Channel Conducts Round Up 2017

Dell EMC leads in the technology of today – servers, storage, PCs, virtualization and security – and tomorrow – cloud infrastructure, CI and HCI, PaaS, VR/AR, etc.

Jyoti Bhagat
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Anil Sethi Vice President Channels Dell speaking to the Channel partner community

At the end of a successful one year as a combined entity, Dell EMC has emerged as a holistic solutions provider empowering Indian enterprises to embrace change and transform their IT infrastructure.Dell EMC leads in the technology of today – servers, storage, PCs, virtualization and security – and tomorrow – cloud infrastructure, CI and HCI, PaaS, VR/AR, etc.


Within the first year, the company integrated two differently structured salesforces into one holistic channel salesforce. In the first half of 2017, the Dell EMC Channels business in India added many new business customers, rolled out a world-class partner program which was embraced by the channel, praised by the media and built to partners’ specifications. Today, the company has a consolidated and comprehensive partner program with more than 4000 registered partners in India. This has strengthened the go to market and has had a positive impact on the partner community.

In addition, the channel business also marked multiple milestones in the form of key company developments like:

  • Launch of the Dell EMC PowerEdge 14G Serversthemost cutting-edge portfolio of PowerEdge servers ever to help customers drive IT Transformations
  • Partnership with SAP to provide ERP ready servers to enable GST compliancewith the aim to deliver comprehensive on-premise digital Enterprise Resource Planning (ERP) solutions to enable Micro, Small & Medium Enterprises (MSMEs) across India to become Goods and Services Tax (GST) ready
  • Partnership with Ingram Micro to accelerate Digital Transformationto launch HaaS (Hardware as a Service) to help accelerate IT adoption among organizations across the country.

About Dell EMC’s Integrated Channel Partner Program

  • The partners of Dell and EMC have been combined under a new channel program which is now called as Dell EMC Partner Program
  • The new channel partner program has been effective since February 1, 2017 and is the best in class in the industry
  • The new partner program is aggressive and covers every single product and types of market in India
  • Dell EMC’s single channel partner program spreads across all the partners and portfolios such as Clients, PCs, Compute, Storage, Networking and Virtustream
  • The partners are now categorized in the following categories (With certain number of partners allocated under each of the below mentioned categories)
    • Gold
    • Platinum
    • Titanium
    • Titanium Black (Only for elite partners)
  • Strategic Partners - In India, Dell EMC has about 35 strategic partners who have a ‘National Account Manager’ allocated to them
    • The 35 strategic partners are a subset of the above mentioned categorization of partners
    • These partners have been identified based on their competency, business skills, reach in the market, market presence, reach across different verticals and geographies
    • Each partner now has a ‘Partner Account Manager’ from Dell EMC’s side
  • Dell EMC has dedicated a huge number of resources for better engagement with the channel ecosystem in India and increase the base of channel partners for Dell EMC
  • On Integration
    • The integration of the channel partners was very simple process for Dell EMC as 80% of those partners were already working with Dell
    • The balance of 20% partners (who came with EMC) have now been completely integrated into Dell EMC
  • The main objective of the new program is to increase reach as well as improve partner profitability
  • Channel contributes to almost 70% of the business as compared to 30% three years ago
  • Benefits of partner program - The new program is based on three tenets:  Simple, Predictable and Profitable
  • Simple
  • Broad portfolio with entry being simple
  • Simplified the number of product categories - from 27 to 9
  • Predictable
  • Instead of quarterly cycle, it is now a semiannual cycle
  • Partners can calculate how much rebate they can earn
  • Profitable
  • Increased focused on rebates and marketing development funds
  • Partners can earn 1.5 to 8 times more than the old program

About Dell EMC PowerEdge 14G Servers

  • New PowerEdge 14th generation servers – the bedrock of the modern data center –include performance gains to provide customers a secure and optimized platform for every workload with simplified management
    • Scalable business architecture, optimized for software-defined data center. The scalable business architecture of Dell EMC PowerEdge servers helps customers efficiently meet their changing business needs with enhanced performance capabilities for traditional, virtualized and cloud-native workloads in a software-defined data center.
    • Intelligent automation speeds up administration. Intelligent automation in Dell EMC PowerEdge servers enable IT professionals to focus on mission-critical tasks that drive greater customer and business value
    • Integrated security capabilities offer cyber-resilient architecture and secure supply chain for end-to-end protection. Dell EMC believes that integrated security is integral to compute and should not require extra licensing fees. Dell EMC pioneered root of trust within its PowerEdge servers for the past two generations. Arobust cyber-resilient architecture enables customers to protect, detect, recover and retire PowerEdge servers via:
      • Cryptographically trusted booting that anchors end-to-end server safety and overall data center security. It includes features like silicon-based root of trust, Intel Boot Guard protection, signed firmware and automatic BIOS recovery and the new OpenManage Enterprise as a virtual console delivers enhanced server safety while offering customers operational flexibility
      • System Lockdown, a capability unique to PowerEdge, helps secure any system configuration from malicious or unintended changes while alerting users to any attempted system changes
      • System Erase, which allows users to easily retire or repurpose their 14th generation PowerEdge servers by securely and quickly wiping data from storage drives and other embedded non-volatile memory
  • Dell EMC’s industry-leading solutions and platforms also will benefit from the power and security of this new generation of PowerEdge servers. The servers will be embedded in storage and data center appliances, hyper-converged appliances and racks, hybrid cloud platforms, ready nodes, bundles and other Dell EMC solutions
  • These integrations go deeper than simply running software on hardware. With industry-leading hardware and software in its broader enterprise portfolio, Dell EMC is able to allow the software management stack insight into the hardware to optimize performance, as well as deeply test and validate them together
  • From consulting and technology deployment, to education, support and asset disposition, we offer the most complete portfolio of technology and financial services available, addressing the diverse needs of enterprise and consumer customers with choice, flexibility and scale


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