"The world of the channel is changing and we have to continue to find ways to be relevant to the partners."
That is the view of EMC's New Zealand country manager Phill Patton, who believes the company, like many others, need to work more closely with partners.
"You can be any old vendor, but you have to be relevant to the channel partner and that's finding opportunitites that we can support them on," he says.
"Throughout the Asia Pacific Japan region, EMC has been moving resources and people to focus on channel partners."
The company, fresh from selling bonds to benefit shareholders last week, currently sells directly to two companies within the country, with other business running through the channel.
"A lot of organistions will say if it's a big deal, we will take it direct," Patton says.
"I think in some geographies EMC may go direct, but there is a general push from EMC to go through channels."