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Techaisle Blog

Insightful research, flexible data, and deep analysis by a global SMB IT Market Research and Industry Analyst organization dedicated to tracking the Future of SMBs and Channels.

Dell EMC Channel Partner Program 1.0

On 8th February 2017, Dell EMC debuted its shiny new channel partner program, made shinier by the use of precious metal names as partner tiers – Gold, Platinum and Titanium. In addition, Dell EMC introduced Titanium Black, a subset of the Titanium tier population. In a conversation with Cheryl Cook, SVP, Global Channels & Alliances, Dell EMC, I asked her if this program could be classified as Dell Channel 2.0. She smilingly replied that it is actually Dell EMC Channel 1.0. John Byrne, President, Global Channels, Dell EMC, said that it was just the beginning, the work is not done, not by a long shot.

To be sure, Dell has been making strides in the channel community. Techaisle’s latest survey of SMB/midmarket channel partners found that Dell’s likeability was up to 61% in 2016, from 53% in 2014 and 26% in 2013. Additionally, during the same time period percent of channel partners who said Dell has cutting edge technology increased to 40% from 31% in 2014 and 21% in 2013.

Prior to the merger, channel represented more than 60% of EMC business and more than 40% of Dell’s business. Now as Dell Technologies, channel accounts for more than US$35B in revenue, almost half of the company’s revenue.

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Dell VDI chief strategist on SMB market penetration game plan

Candid conversation with Dell Cloud-Client Computing chief strategist

Jeff McNaught, Executive Director & Chief Strategy Officer, Dell Cloud Client-Computing and co-inventor of Wyse thin client had a candid conversation with Techaisle on his new product initiatives, focus on security, building solutions for small and medium businesses and renewed attention to channel partners. Jeff is deeply involved in software solutions which includes partner software - Citrix, Microsoft and VMware and is responsible for the cloud-client business which includes devices that Dell build’s exclusively for Citrix or VMware as well as new products and software security offerings. One of his major new initiatives includes simplifying and securing virtual workspaces better than anyone else.

Dell VDI converging on security, cost, complexity and channels

Based on extensive primary research with SMBs and the channel partners, Techaisle forecasts the US SMB VDI market to be US$13 billion in 2020 as VDI penetration increases to 34 percent from the current 26 percent and an increase in number of seats from users who have already deployed VDI. Most of the midmarket firms that have invested in VDI are still experimenting with the technology, and most small businesses are still several years away from even this level of preliminary adoption.

The allure of VDI is clear – but the technology itself and the path to realizing its benefits is still mysterious to many small and midmarket businesses. Techaisle research shows that there is a need for VDI vendors to embark on a messaging exercise that includes - real-world examples of successful deployment of VDI, ease of VDI implementation with the least pain for SMBs & simplification of understanding VDI technology by removing fear and complexity.

Over the last two years Dell has been trying to build a momentum to remove the mystery and reduce deployment complexity. Along the way it has had more successes than missteps and it seems that Dell has reached a stage where it reasonably understands the needs of the end-customers and how to work with channel partners to win business and deploy solutions. Dell has architected multiple VDI solution delivery models for SMBs of all sizes and levels of technology adoption.

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New Belgium Brewing – a midmarket firm managing growth with technology & analytics

Founded by an engineer in 1991, New Belgium Brewing, a midmarket firm with 700 employees, uses technology across its entire business. Automation in engineering is in its DNA and data is at the core of its business success. Technology is pervasive within the organization and is used for manufacturing, quality, sales, operations and even sustainability needs and initiatives. In an interview with Techaisle, Jake Jakel, Technology Solutions manager at New Belgium Brewing said, “Technology is a huge part of what the company does to bring to market its Fat Tire Amber Ale beer. Our entire sales staff relies on data to be at their fingertips when they are out in the field selling our products and brands, and our non-field staff uses data from an analytics standpoint to understand what they are doing right and which areas need attention”.

A key challenge for New Belgium Brewing is managing growth, not only business growth but also corresponding growth of IT staff to support the business. It finds itself frequently caught in the medium sized business conundrum, the in-between phase where it is neither a small business nor a large enterprise. It has many IT personnel who are generalists supporting the business, and is trying to add specialists but is faced with issues such as at what pace should it add the specialists and in what areas should it add first. It is an area which is no different than other growth-oriented mid-market firms. In a Techaisle’s survey, we found that 36% of midmarket businesses have taken steps to address the need for what is sometimes referred to as “double deep” (with respect to IT and business experience) employees by employing IT specialists for the growth and rapid adoption of emerging technologies.

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Dell’s Channel Chief Cheryl Cook continuing to motivate partners

Dell has been busy, its channel partners are increasing their likeability of the company, and Cheryl Cook, Vice President of Dell’s Global Channels & Alliances is staying steady on her path to grow and maintain channel partners who add value to their customers. In Techaisle’s latest US SMB Channel Partner Trends survey, 57% of both Dell & non-Dell partners said they “Like” Dell, up from 53% a year ago and substantially higher than two years ago. In Q4, total North America partner revenue was up and while majority of North America channel partners showed growth, Dell’s distribution partners experienced double digit growth.

In a recent discussion with Techaisle on the state of the Dell channel, Cheryl Cook focused on:

  • Partner direction
  • Partner experience
  • Partner competencies
  • Partner cloud playbook
  • Partner investments
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