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Title: VMware Drops the Lowest Tier of Its Partner Program, Except In Europe

Link: https://tech.slashdot.org/story/25/06/03/0354...

An anonymous reader quotes a report from The Register: Broadcom's VMware
business unit has dropped the lowest tier of its channel program, a move one
analyst told The Register will benefit its rivals. The virtualization pioneer
currently operates a four-tier channel program spanning Pinnacle, Premier,
Select, and Registered partners. On Sunday the business unit announced the
retirement of the Registered tier. A blog post written by Brian Moats,
Broadcom's Senior Vice President for Global Commercial Sales and Partners,
states VMware made the decision because "the vast majority of customer impact
and business momentum comes from partners operating within the top three
tiers." Laura Falko, Broadcom's Head of Global Partner Programs, Marketing
& Experience, told The Register "The vast majority of these [Registered]
partners are inactive and lack the capabilities to support customers through
VMware's evolving private cloud journey. That's why the Registered tier is
being retired to ensure every active partner meets a higher standard of
technical, sales, and service readiness." Falko told us VMware will give
Registered partners 60 days' notice before deauthorization and then "work
proactively with affected customers to transition them to qualified partners
in the new ecosystem, ensuring continuity and support throughout the change."
VMware has also introduced new requirements for partners in its remaining
tiers. The virtualization giant will require Pinnacle and Premier partners to
maintain dedicated sales and technical resources, and to "execute joint
business plans with VMware to ensure alignment and delivery with mutual
results." The Broadcom business unit is also "beginning the process of
transitioning partners who no longer meet the minimum program requirements or
have not demonstrated consistent engagement," suggesting even Pinnacle,
Premier, and Select partners are not safe. The Register asked VMware to
define "consistent engagement" and Falko told us it includes "regular deal
activity," ongoing participation in joint sales activities, staying up to
date with training, and "sustained, proactive commitment to a partner's
VMware customer base." The changes will only apply in its Americas, and Asia-
Pacific and Japan regions. Broadcom didn't explain why Europe was excluded.
The Register notes that trade associations in Europe have criticized
Broadcom's changes at VMware and urged the European Commission to investigate
the company.

Read more of this story at Slashdot.

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