UPDATED 06:56 EDT / FEBRUARY 13 2014

VMware streamlines partner program to drive growth

VMware Partner Exchange PEXAttendees at this week’s VMware Partner Exchange (PEX) 2014 in San Francisco were greeted with a number of welcome updates, including a major channel refresh meant to make things a little simpler for software vendors, service providers and distributors selling virtualization software.

“The enhancements we are making to our award-winning partner program are designed to make it simple for partners to continue to grow their business with us in a way that is consistent, predictable and profitable,” commented Dave O’Callaghan, the head of VMware’s Global Partner Organization. “VMware Partner Exchange will empower partners with actionable, real-world insights, strategies, and tools to deliver business value and gain a competitive advantage, as together we ‘master the new reality’ of IT.”

Beginning in May, companies will be able to join the VMware Partner Network without having to sign up for a specific program beforehand, a change intended to avoid scenarios where a firm is hemmed in by one particular choice. The virtualization giant is also replacing the existing Registered tier with a more accommodating Enrolled status that will give participants breathing room to familiarize themselves with the different solutions before selecting a track.

In addition, VMware is launching an exclusive Elite Partner Initiative that aims to drive the adoption of its newest and most promising technologies, including the NSX software-defined networking (SDN) platform and the Virtual SAN storage abstraction layer. The program is only open to large partners that possess established solution practices, the necessary in-house know how and “highly advanced resources to engage closely with VMware on new product strategy, customer wins and deployments,” according to a release.

Once the upgrades are implemented, partners will be able to satisfy tier requirements by obtaining any solution competency, but will be obligated to have two sales and two pre-sales accreditations. VMware plans to redo parts of the current lineup and add a Cloud Provider Solution Competency and a Hybrid Service Solution Competency.

Image source VMware

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