VMware to integrate Carbon Black, VeloCloud and Pivotal into new partner programme

Virtualisation vendor launches Partner Connect programme and promises to integrate acquired businesses Carbon Black, Pivotal and VeloCloud in coming months

VMware claims that hundreds of partners have reached the top of its new partner programme launched today.

The virtualisation vendor today launched VMware Partner Connect - its new channel programme which it claims offers more simplicity and flexibility for partners.

VMware's new programme has three tiers: Partner; Advanced Partner and Principal Partner. Hundreds of firms have already obtained Principal status upon launch, VMware claims, having previously obtained Master Services competencies with the vendor.

Principal partners have access to new rewards including deployment and consumption incentives, says VMware, and will be prioritised for joint business planning and co-selling opportunities with VMware.

The virtualisation vendor has introduced new tools to engage with its partners including an Incentives and Development Funds portal and a new "VMware Learning Zone".

"VMware Partner Connect reimagines the way we do business with and for our partners, helping them drive differentiated customer success and digital transformation," said Jenni Flinders, worldwide channel chief at VMware.

"We designed Partner Connect with our customers in mind, and the idea that they should feel confident when choosing to go with a VMware partner. And this is just the beginning, as Partner Connect continues to evolve to deliver new and better ways for our partners to grow their business."

"The value of Partner Connect is universal yet it can bring particular benefits to the EMEA region, which is fragmented in its technology maturity, consumption and adoption levels," said Jean Philippe Barleaza, EMEA VP of channel, alliances and general business, VMware.

"This is a great opportunity for our partners in the region to propel their own businesses forward, as well as our customers. Partners can deliver a new consistency of experience, making it simple for customers to consume technology as and how they wish, all via one digital foundation, and embrace innovative new applications and services."

VMware will look to integrate the partner programmes of acquired businesses VeloCloud, Carbon Black and Pivotal over the next few months.

It acquired Carbon Black and Pivotal in a double swoop in August 2019 for $2.1bn and $2.7bn respectively.

At the time, CEO Pat Gelsinger said acquiring Pivotal and entering the app development space would add a "build" capability to its platform, at a time when Kubernetes is emerging as the new standard for multi-cloud applications.