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EMC channel partners to get new partner program as EMC Velocity is phased out

The multiple EMC Velocity partner programs are being phased out in favor of a new program, EMC Business Partner, with a single brand.

After a decade of building its Velocity Partner Program, EMC Corp. is laying it to rest and will launch a consolidated partner program next January called EMC Business Partner Program, creating a single EMC branding for its global partner channel. Details about the program transition are yet to come.

Speaking at the EMC Global Partner Summit yesterday in Las Vegas, in advance of EMC World this week, Gregg Ambulos, senior vice president of global channel sales at EMC, talked about a simplified and more cohesive EMC channel program that will also feature a new partner portal -- to replace the existing Powerlink portal over the next 12 months -- as well as the introduction of new mobile apps.

With approximately 60 percent of revenue coming from EMC’s partner channel, the vendor is smart to retool its channel strategy and EMC Velocity program to make it easier for the partners to want to do business with EMC. The “easier to business with” theme has taken top billing at all major vendor partner conferences this year.

The promise of the EMC Business Partner Program is to unify its multiple EMC Velocity partner programs under a single EMC channel brand.

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