Arrow gains VMware CCM designation as Broadcom continues distributor push post merger

The new designation follows recent announcements of Arrow deepening ties with VMware's new parent

Distributor Arrow Electronics has further extended its relationship with Broadcom, having been named a cloud commerce manager (CCM) for the vendor's Cloud Service Provider programme across 19 European markets.

The classification provides VMware CSPs, which includes around 50 partners added since the programme's launch in February – most recently, Redcentric and Telia.

The programme is a simplification of VMware's private cloud offering pre-Broadcom, according to the company.

The VCSP programme focuses on VMware Cloud Foundation, the company's flagship private cloud platform.

"For over two decades, Arrow has distributed VMware solutions across Europe.

"Our deep understanding, combined with our market expertise, is ideal for us to empower MSPs in an evolving landscape," commented Nick Bannister, president of Arrow ECS (pictured) in EMEA.

Our local teams will keep supporting customers' revenue growth, while also helping them get the most from the new Advantage partner programme for VCSP."

"Arrow's established presence in the European market, combined with their proven track record in VMware solutions, positions them well to support our VCSP strategy," said Ahmar Mohammad, vice president of partners, managed services and solutions go to market, VCF Division at Broadcom.

"We look forward to working together as we evolve our partner programme."

Broadcom makes partner overtures after channel overhaul

The news comes soon after it emerged that Arrow was one of the distributors deepening its relationship with VMware's new parent.

Last week, Broadcom's enterprise cyber business announced a new distributor classification – "Catalyst" – awarding this to Arrow, alongside TD SYNNEX and Carahsoft.

The new designation allows the disties to create and deliver their own product and deal offerings to the channel.

It follows Broadcom's radical overhaul of VMware's channel programme after the pair's merger closed at the tail end of 2023.

Following the closure, news from the new union came in rapid succession.

After Broadcom laid off several thousand employees, it swiftly turned its attention to VMWare partners, handing them a termination notice on Christmas eve.

The vendor then took a number of strategic VMware accounts direct, and put in place a set of requirements, including a minimum revenue amount, for partners wishing to reapply.

The moves have so far been met with considerable scrutiny by the channel, and VMware competitors rising up to meet the demand created by alienated VMware partners.