Brocade is tripling its investments in its Alliance Partner Network, with the increased funds to go towards seeding equipment, enablement funding, an expansion of the Value Incentive Program (VIP) and a renewed focus on lead and demand generation activities.

"We are ratcheting up our investment and focus in the channel,” Graham Schultz, Brocade regional director Australia and New Zealand says.

Schultz adds that New Zealand – which has an even stronger go-to-market focus than Brocade’s North American operations – will see the full benefits of the initiatives.

"We’re still finalising strategy and plans, but where often global initiatives get lost across the ocean, there will be no variation. We will be able to deliver on this.”

The changes include enablement funding for new partners, which can be used for demand generation and marketing, technical and sales training and development of lab environments. However, Schultz says the company isn’t seeking hundreds of partners in each country. "We will focus on coverage and reach but will not be over-populating so channel partners have to cut each other’s throats.”

The VIP will also be expanded to include a service provider specialisation, and APN Elite resellers can now leverage a revised cumulative discount structure, providing payout at a lower threshold. Increased discounts will also be available through the company’s deal registration programme, and the company has upgraded its portal to provide additional tools and information.

Brocade says the continual maturation of cloud technologies, coupled with end customers’ growing interest in integrating virtualisation and cloud solutions into their IT environments, represents ‘a tremendous opportunity’ for channel partners.

"End customers are increasingly looking to the channel for guidance and technical expertise to help them successfully navigate the journey to the cloud.

"For distributor and reseller partners, who by virtue of their position within the channel ecosystem are best equipped to deliver these value-added solutions and services, this industry trend presents both a world of possibilities and increased pressure to adapt and refine their business objectives.”