Dell EMC plans a fresh strategy for market push

BANGALORE: With the Dell acquisition of EMC being completed in October last year, the newly formed entity , Dell EMC, is now in the process of rolling out a new channel strategy which would be common for all parts of the business.

Anil Sethi, vice president, Channels, Dell EMC India, told ET that the new Dell EMC Partner Programme would be rolled out across over 4,000 partners next week. Prior to the organisational restructuring, Sethi was leading the channel business for Dell, while Praveen Sahai, who was managing it for EMC has now moved onto a new role in the APJ region.

"Globally, we have announced an investment of $150 million for building our channel programmes. India is one of the most important geographies for us and we will be investing in developing our partners here and help them increase their profitability," said Sethi.

Dell EMC has over 4,000 registered partners in India and over 40 strategic partners. Channel partners are an important part of the Dell EMC strategy , currently responsible for about 45 per cent of the company's revenues in India. Sethi said that while the company doesn't set specific targets for channel contributions, given the kind of investments that have been planned, the contribution from the segment was likely to increase.

With the change in structure, the partners would be able to sell products across the enterprise and commercial portfolio, from computer products to networking and storage ones. The integration process is already complete, with 80% of the partners having already been part of Dell network.

For many of the partners, this would be the first time that they would be selling these products and the company intends to provide them with the right training to ensure that they have the required skills and infrastructure.