EMC cloud storage services partner program opened to resellers

EMC's Velocity Service Provider program is now open to resellers offering cloud storage services, as well as cloud providers.

EMC Corp. today laid out plans to significantly increase the number of partners in its Velocity Service Provider program by opening it up to VARs and smaller service providers.

The EMC cloud storage service provider program began in mid-2011 with 30 partners, mostly large cloud storage service providers who deploy EMC storage products to host their clouds. Michelle De Hertogh, EMC's senior director of global alliances and service providers, said the EMC Velocity Service Provider program now has 60 partners. The company's goal is to triple the number of partners by Jan. 1, 2014, one year after the changes revealed today take effect.

De Hertogh expects much of that expansion to come from resellers looking to add cloud storage services to their businesses. The program started as invitation-only but now is open to any partners that want to join and qualify. Current EMC cloud storage partners in the Velocity Service Provider program include AT&T Inc., NYSE Technologies, Rackspace Hosting Inc., Savvis Inc., SunGard Data Systems Inc., Terremark and Unisys Corp.

EMC is adding a new tier structure -- platinum, gold and silver -- to encourage resellers and smaller cloud storage service providers. De Hertogh said she expects most resellers joining the program will start at the silver level, which will make up around 65% of the partners under the new structure. The platinum level will remain invitation-only, with about 5% of the partners at that level.

"We're opening up the program," De Hertogh said. "A number of our VARs would like to stand up cloud services and will join." Many of those will likely come from the EMC Velocity Solution Provider program.

De Hertogh said EMC is continuing its cloud strategy of helping service providers build clouds rather than getting into cloud hosting. "EMC's go-to-market strategy is not to build our own cloud, it's to work with service providers," she said. "We pay our direct sales reps when they bring leads to service providers."

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