INTERVIEW
Brocade looks for high-end VARs
by Valeria Camerino
valeria.camerino@iteuropa.com
Brocade EMEA Sales Partner Director Barbara Spicek (below) shares with us her views on key trends of
the European IT channel and reveals what’s unique to Brocade’s business model...
T
hroughout our interview, Barbara Spicek is the biggest opportunities for Storage Area
keen to emphasise one key point: Brocade’s Networking (SAN), as it’s a relatively new area
channel-oriented approach is paramount for which has reported an increasing demand.
the company’s success. As Spicek explains, the company operates
So much that the channel accounts for 98% of across EMEA through three main distributors,
its sales, whereas only 2% of its products are sold Avnet, Bell Micro and Distrilogie, but it
direct. intends to invest more in the recruitment of
“We started our Alliance Partner Programme high-end value-add resellers (VARs).
four years ago and since then we have “We are particularly interested in high-
implemented a number of enhancements,” Spicek growth regions such as eastern Europe,
declares. Middle East and Africa as well as fast-growing
Among the services offered to its partners markets such as Spain,” she explains.
Brocade provides account coverage, business and According to Spicek, Spain is a particularly
market development plans as well as technical and interesting market for Brocade given that the
sales support and training. latest IDC figures show that storage adoption
“We also offer four Brocade certifications: is faster there than in any other European
Brocade Partners, Brocade Distributors, Alliance country.
Partners and Enterprise Alliance Partners,” she The company also reports a strong
points out. presence in Czech Republic, Russia, France,
The company operates across all vertical Italy and the UK.
sectors, targeting enterprises such as telcos, “Companies are either getting bigger or
insurance companies, banks and financial more specialised,” she observes, expecting
institutions, which require high-end solutions as further consolidation particularly in the distribution
OUR ANALYSIS
well SMBs, offering them lower cost products. market.
In her opinion, the SMB and mid market offer “There is an increasing trend for resellers to Brocade has also just announced a
offer additional
new channel partner incentive scheme
SIA to take over Spanish support activities
professional services.”
to partners who grow. It means more
For this reason,
rewards for new and incremental sales in
One of Brocade’s key indirect resellers, SIA Group, a Brocade Alliance
Spicek believes that
competitive accounts, new accounts, and
Partner, has been appointed as Brocade Qualified Support Partner
new opportunities within current customer
what makes Brocade
(QSP) and as such it will carry out support activities for Brocade’s
accounts. It’s in the right part of the market
different from its
Spanish customers.
- the booming data centres will give great
competitors is the
“SIA is a very strong technical & support partner and will also be
business for years.
fact it gives VARs the
assigned as Brocade QSP - Qualified Support Partner and take over
Can it find the partners with the relevant
opportunity to offer
support activity for Brocade in Spain,” Spicek says.
expertise? Certifications and incentives
As most Brocade’s partners, SIA is particularly strong in the high
professional services
are fine, but somehow, it needs to lift the
end VAR sector.
in Brocade’s name. numbers, moving previous server experts
For more information about Brocade’s partners in Spain see our
into the associated fields of enterprise and
national survey. 18
www.brocade.com
SMB storage and services.
02 MAY 2008 17
It0808 - 17_Brocade.indd 15 2008-04-30 11:47
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