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Brocade Plans to Empower Channel Partners
By
Dalrene Rodrigues
Mumbai, Mar 13, 2006
Brocade Communications Systems plans to adopt a new channel strategy to further strengthen its current position in the storage applications and infrastructure management solutions space. The company plans to concentrate on both its OEM partners and end-users.
Shyam Gopal, country manager, Brocade, India, said, "The challenge we faced in the reseller market is that they look for products that already have the support services, the offerings and the implementation, so all they are required to do is sell the product."
To overcome this hurdle, the company has devised a strategy to enhance the partners' technical capability. Under the new plan, the partners will be trained at three different levels categorizing them into Brocade Partners, Alliance Partners and Enterprise or Elite Alliance Partners.
"At the first level, the partners will be educated on specific knowledge about Brocade products. Alliance Partners will work with a team of people who have been trained in the technology standards and will have the opportunity to co-invest. After the second level, these partners are advanced to the third category, Enterprise or Elite Alliance partners. These partners will work with large SIs, doing large projects. They are entitled to buy non-OEM products, like Brocade's tapestry line of products," Gopal elaborated.
As part of its new strategy, the company intends to launch a series of roadshows shortly. The roadshow is scheduled to begin with a two-day event in Mumbai on April 6 before moving on to Delhi the following month.
"The main focus of the roadshow is to empower the partners with knowledge of Brocade products so he can pass it on to the end-users," said Gopal.
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