ENTERPRISE TECHNOLOGY
Realigning with new axis of storage demand
The adoption of digital transformation and cloud as a platform and more recently Artificial Intelligence has accelerated the role of data and its storage. Proximity of data to the point of application workloads and use cases is necessary for efficiency and optimisation. For data storage vendors like Seagate that has meant realigning to a new breed of emerging channel partners and new centres of storage consumption. It has also meant revamping its partner programme.
Adam Less, Senior Vice President, Global Sales OEMs and Distribution, Seagate Technology
Historically Seagate’ s channel partner programme has been focussed around the demand from sales of systems. But with the ongoing adoption of cloud and the vast interest levels around Artificial Intelligence, Seagate has been revamping its partner programme.
“ Everything is just changing so drastically and so quickly that there is new customers coming out,” says Adam Less, Senior Vice President, Global Sales OEMs and Distribution, Seagate Technology.
The main requirement of the new Seagate partner programme is to bring added value to those customers who may not have done business with Seagate.
“ We have got a good partner set today from direct distributors that we work with. But outside of that, there are new customers that we are finding, that we
The evolving data consumption landscape requires agility, and Seagate’ s new partner programme is a direct response to this transformation.
have never dealt with before, and many are related to AI,” says Less.
Historically Seagate’ s channel programme has been focussed on VARs and system integrators.
The evolving data consumption landscape requires agility, and Seagate’ s new partner programme is a direct response to this transformation. With the increasing demand for data storage and management solutions, Seagate has recognised the need for a partner programme that empowers partners to address diverse and growing customer requirements.
Changing partner landscape
While cloud and AI are technology disruptors, Less points to the emergence of service providers as a new class of channel partners. While service providers like MSPs provide value added services on the top of their technology stack offerings, the trend which is of interest to Seagate is the repatriation of workloads and data from the cloud to on-premises, cloud
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