EMC (NYSE: EMC) is going to allow distributors to assemble its VSPEX cloud reference architecture, with the idea that the easier and faster the solution gets in the hands of channel partners, the better it will sell to end customers.

The storage vendor will provide integration services, including technical training, to its Velocity program distributors, namely Arrow, Tech Data, Avnet and Ingram Micro, to help them customize the multi-vendor mix of hardware and software that comprises the VSPEX data center virtualization and cloud reference architecture.

Why is this important for channel partners? Let’s check it out:

As a reference architecture, VSPEX moves past the fixed configurations of the VCE vBlock solutions, which means solution providers can configure hardware and software from a mix of suppliers — enterprise applications, hypervisors, servers, storage, networking — so end customers can select what best suits them.

The VSPEX configuring, assembling, testing and verifying previously confined to EMC’s channel partners now also belongs to distributors and, if all goes to plan, should speed time to market. If channel partners can receive from distributors a pre-assembled, proven solution on site customized to their customer’s requirements, then customer installation and implementation should quickly follow.

This could be a good deal for EMC’s distributors in a number of ways:

And, it could be a good deal for channel partners:

“EMC’s new assembly services capability gives our Velocity distribution partners a new opportunity to support their resellers by delivering solutions that are tailored to specific customer requirements,” said Daniel Coetsier, EMC vice president, Global Services, Channel and Partners.

EMC’s distributor-assembly plan, which is essentially an outsourcing point for channel partners, can work if: 1) the pre-built offerings do speed channel partners’ time to market and make life easier; and 2) customers recognize the better service, which, in turn, leads to more business.