Removing Barriers, Blurring Partner Lines: Some Outcomes?

More vendors are starting to understand that channel partners should no longer be forced into specific buckets. The ecosystem ethos inherently blurs the line among partner types. This calls for providers to adjust; VMware remains among the most active on this front, shifting from a legacy to a next-gen mindset when it comes to redefining requirements for the indirect channel. With that in mind, Channel Futures was curious to learn what new and unique business models Hogan sees partners creating as they maneuver with fewer limitations.

We are moving to much more of a ‘market-in’ definition of partner business models,” said Hogan, “rather than a ‘VMware-out’ view of how we expect partners to construct their businesses around us. This allows partners and VMware to innovate together, without the need to conform to a one-size-fits-all approach. In fact, we have leaned into partner co-innovation and introduced a process that we call Solution Labs to help our partners build the next solution and services capabilities for their own growth, embedded with VMware. We have seen incredible innovation across partner business models, including operators (MSPs and telcos), advisers, integrators and solution builders.