Network connectivity vendor Emulex is again enhancing its channel program, focusing its efforts on greater profitability for its partners as it moves to capitalize on new opportunities in emerging markets.

“The channel is one of our main routes to market,” said Howard Lo, senior director of Field Marketing at Emulex. “We look at the channel and we see a lot of changes in dynamics for 2013.” The program enhancements reflect those changes, he said.

Emulex’s Connect Partner Program now includes a loyalty program for “consistent purchase behaviors,” according to the company, as well as better training tools for partners and streamlined deal registration through the Emulex partner portal.

“We are seeing a shift in the reseller profit model--as partners move away from the traditional pick, pack and ship model of hardware resale, they are looking for ways to provide services that provide a recurring revenue stream,” Lo said. “Our ultimate goal is to maximize resellers’ profits and revenue through the right combination of next-generation hardware and software to build the right solution.”

Channel partners at all levels of the Connect program now receive lead generation and support through entire process cycle, from project registration to deal registration and SPIFs, according to the company. Plus, the company has upgraded its lead generation program with CRM tools to provide better leads to its channel partners in the Connect+ and Platinum tiers.

The company also increased its training to include content for all Emulex technologies, including its LightPulse 16Gb fibre channel host bus adaptersOneConnect network acceleration technology and other network acceleration offerings.

In addition, Emulex is looking to the Asia-Pacific region as an emerging market to recruit a new class of channel partners. “As we continue to grow in that market, we need to take our infrastructure and make it truly global,” Lo said. “We have a good infrastructure of marketing support, so we feel now is a good time to go out and recruit in that market.”

The company also is focusing its efforts on recruiting partners that offer technology and services in complementary verticals. “We are making sure we not only touch niche hardware VARs but also alliance partner VARs—those who sell solutions such as Big Data,” Lo said. “We’re expanding our reach and showing the value of attachment.”
At the end of the day, Lo noted, it’s all about the solutions approach to selling--something Emulex is not alone in espousing.

“Ultimately our goal is to make sure as partners continue to work with Emulex, they have the processes to do their job easier. We have the infrastructure today to make that happen,” he said.