EMC Cloud Services Providers and VARs Set for Storage Dance

EMC (NYSE: EMC) is preparing to help VARs and cloud services providers (CSPs) partner up. The effort involves EMC’s Velocity Service Provider Program, which will gain some key enhancements, effective Jan. 1, 2013. At first glance, EMC’s partner program enhancements are designed to help VARs become full-blown cloud services providers. But if you take a closer look you’ll discover that the vast majority of VARs will likely plug into a partners’ cloud services.

And that’s where the Velocity Service Provider Program enters the picture. Channel partners that qualify for the program will ultimately offer their own cloud backup and storage services, built atop EMC’s product portfolio.

But another key goal is to connect EMC Velocity Solution partners (i.e., VARs) with EMC Service Provider partners for resell opportunities, confirms Michelle De Hertogh, senior director of global alliances and service providers marketing.

Talkin’ Cloud is particularly interested to track potential cloud partner synergies between EMC and sister company VMware (NYSE: VMW), which has been promoting service provider licensing through a growing number of distributors. Taken one step further, how many of those EMC-VMware partners will go down the VCE (Virtual Compute Environment) company route, which includes Cisco Systems (NASDAQ: CSCO)?

Frankly, it’s too soon to say. But the trend is clear. Traditional IT vendors are adjusting their partner programs to empower a new generation of cloud services providers (CSPs). And as those CSPs emerge, there will be natural partnering opportunities with VARs.