Several Channel Initiatives by Brocade

Brocade
Communication Systems, Inc. announced the introduction of several new
channel initiatives designed specifically to enhance partner enablement and
profitability.

The new initiatives encompass a range of updates to the
Brocade Alliance Partner
Network (APN) program, including elements tailored to attract new partners
looking for a compelling vendor alternative, as well as new aspects to
better reward existing APN partners.

The APN program updates represent Brocade’s ongoing
commitment to the channel in helping partners establish and maintain viable
business models to continue driving success. As the channel remains an area of
strategic focus for Brocade, the company has invested significant monetary
resources – approximately three times the historical annual spend – to
implement and support the APN program.

Specifically, Brocade announced:

• Enablement funding for new partners to accelerate engagement
  with Brocade
• Expansion of the reseller Value Incentive Program (VIP)
• Updated deal registration discounts to further protect
  presales investments
• Enhanced enablement tools
• Renewed focus on lead and demand generation activities

The continual maturation of cloud technologies, coupled with
end customers’ growing interest in integrating virtualization and cloud
solutions into their IT environments, represents an
opportunity for channel partners. End customers are increasingly looking to the
channel for guidance and technical expertise to help them 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. Brocade continually evolves its APN program to help partners
maintain a profitable business model and attain higher levels of in-house
expertise at minimal monetary cost.

"Data center
infrastructure vendors clearly recognize the vital role that the channel plays
during any period of major IT transformation, and the transition to the cloud
is no exception," said Chris Ilg, director of Market Research,
Infrastructure Channels and Alliances at IDC. "IDC estimates that worldwide spending on private IT cloud services will
top $13 billion by the end of 2011, and shrewd vendors are those who are
adapting and augmenting their programs with inventive elements that bring value
to a wide range of partners."

Recognizing the inherent capabilities of its partner base
and the key attributes of the markets they serve, Brocade designed its APN
program updates with built-in flexibility, enabling greater numbers of partners
to gain value from the program. In particular, Brocade has introduced the
following new partner initiatives:

Enablement Funding for New Partners:

To attract and invigorate new partners, Brocade is committed
to providing new APN partners with enablement funding to help streamline and
accelerate their engagement with Brocade. These funds can be used for a
multitude of activities, including demand generation and marketing activities,
technical and sales training and the development of lab environments.

Enablement funding is granted based on the alignment of a joint business plan between
Brocade and participating partners.

• Expansion of Value Incentive Program (VIP): With an emphasis on partner profitability through growing
  skill sets and expertise, Brocade continues to expand its VIP with these core
  tenets in mind. As part of this approach, Brocade has added the Service
  Provider Specialization to its growing roster of technology-centric
  designations. Designed to help partners address the growing demand for skilled
  networking expertise within the service provider space, the Service Provider
  Specialization encompasses the technical and practical training necessary to
  help partners become trusted IT advisors to their end customers. Additionally,
  APN Elite resellers can now leverage the benefits of a revised cumulative
  discount structure that offers payout at a lower threshold, enabling them to
  realize greater levels of profitability.
• Updated Deal Registration Discounts: In an effort to further protect partners’ presales
  investments and help realize greater levels of profitability, the Brocade deal
  registration program now provides a higher discount level for all IP product
  sales. In addition, Brocade adapter products have been integrated into the SAN
  Deal Registration program, supporting partners that focus on building converged
  network architectures.
• Enhanced Enablement Tools: Recognizing that partners will require a variety of
  resources throughout their engagement with Brocade, the company has rolled out
  new tools designed to help partners sell Brocade solutions. For new partners,
  Brocade has introduced an easy-to-use Onboarding Portal, which provides
  partners with the tools and information they need to initiate their partnership
  efforts with Brocade. All information contained within the portal is tailored
  to the needs of new partners and is intended to accelerate their integration
  into the APN program.

In addition, Brocade has instituted updates with respect to
its demo equipment program. Specifically, Brocade has increased
the discount on its demo equipment while simultaneously revising guidelines
governing the use of marketing development funds (MDF), enabling partners to
apply these funds to cover any qualifying expenses for demo equipment. Under
the new APN demo discount schedule, this change enables partners to acquire demo
gear at little to no cost.

Renewed Focus on Lead and Demand Generation Activities
Brocade has updated its lead and demand generation
management processes to provide partners with wider access to qualified leads
that increase sales success and shorten the sales cycle. To accomplish this,
Brocade has fine-tuned its demand generation processes to identify qualified
leads and efficiently funnel them to APN partners. In addition, inside sales
and telesales resources have been repurposed to focus their efforts on lead
generation for the channel. The delivery of qualified leads will enable
partners to focus their resources on the sales process, thereby reducing time
spent on the customer discovery phase.

"The cloud era
has forced the channel to undergo a major transformation, which is both a
source of opportunity and consternation for resellers and distributors,"
said Barbara Spicek, vice president of Global Channels at Brocade. "As part of Brocade’s long-term commitment
and overall company strategy of leveraging the strength of the channel, these
new initiatives further enable partners to grow their skill sets, differentiate
themselves and adapt with agility to changing market dynamics."