Microsoft appoints 117 new Surface resellers

117 resellers added to the list of 63 Distributor Managed Partners (DMPs)

Microsoft has further extended its Surface channel, appointing 117 more resellers through distribution.

Last week CRN revealed that Microsoft was appointing a second batch of Surface resellers, or Distributor Managed Partners (DMPs), through its authorised device distributors (ADDs) Ingram Micro and Tech Data.

Now Microsoft has confirmed the news, with 117 UK partners added, including Axon IT and Core Technology Systems. In September Ingram Micro and Tech Data appointed a batch of 41 resellers who could sell the Surface. This number increased to 63 between the two phases.

"This was simply because of high demand from partners who either had a requirement to transact Surface before the second wave or they brought Microsoft vertical expertise which we deemed important to bring to customers immediately," a statement from Microsoft sent to CRN said.

In 2015 Microsoft also appointed 13 UK Authorised Device Resellers (ADRs) directly, but these partners are handled differently to those recruited through distribution.

The original ADRs are managed by Microsoft account managers and have access to certain rebates that the resellers appointed through distribution do not. These DMPs are handled by the distributors, CRN understands.

Pauline Yau, UK commercial Surface lead at Microsoft UK, said the extension is a reaction to industry demand.

"The expansion means that we will be able to better satisfy the demand from partners to resell Surface," she said. "The new Surface devices have caught the imagination of businesses and other organisations, particularly in the education sector. The expanded partner line-up means they will be able to buy Surface from a greater range of providers, many of which have industry-specific expertise."

David Watts, Tech Data's commercial director, said: "Surface Pro 3 and 4 plus Surface book are bringing alive the Windows 10 experience in a functional and very desirable format. Surface devices are a key part of our Windows device strategy and the momentum and demand being generated in the reseller market is really exciting."

Raj Pandya, head of commercial management at Ingram, said: "We are really excited here at Ingram Micro with the momentum we are seeing with Microsoft Surface and Windows 10. We look forward to capitalising on these opportunities through the new DMP partners, as well as the existing Microsoft Surface community."

Chris McQuade, operations manager at PCS which is an ADR, was not concerned by the extension from Microsoft.

"I think there is enough market to go around here," he said. "PCS isn't fazed by the announcement; even 117 is still a restricted channel and there is more than enough business within the UK. Those that are good will expand on the new opportunities."