Vendor claims tiered levels will give its channel the opportunity to receive ‘clear’ benefits

Storage vendor Exabyte is launching an updated European channel programme and has signed its third UK distributor.

The ExaPartner programme, scheduled to be launched on 1 May, will consist of three partner levels: Registered, Authorised and Premier. The vendor also added broadliner Ingram Micro to its distribution stable, which also includes CMS Peripherals and Northamber.

Astley Gayle, product manager for UK and Ireland at CMS Peripherals, told CRN: “I’m not sure what the impact on us will be yet, but I would question the value of a third distributor, particularly a broadliner.

“It’s all a question of market share. The creation of the ExaPartner programme is another extension of this.”

Sarah Morgan, channel sales manager for northern Europe at Exabyte, claimed that the new partner programme will serve as a good growth platform.

“Although the Registered level has no target for partners to meet before entry is allowed, they can use it as a platform for growth, based on how much commitment they want to put in. But it is a two-way street,” she said.

The entry requirements of each partner level increase in difficulty. For example, Authorised level partners have to commit to $50,000 while Premier partners are required to commit to an annual sales target of $100,000.

Michael Tiplady, EMEA marketing manager at Exabyte, said: “This is a relaunch of the current channel programme. It has existed in the UK before, but it wasn’t being driven proactively. It’s a new and improved programme that can provide clear benefits [for partners].”

Authorised and Premier level partners also receive a selection of incentives, including a listing on Exabyte’s web site, special promotions, and sales and technical certifications.

However, Premier, the highest of the three certification levels, also offers exclusive benefits, such as qualified sales leads and priority technical support.