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Virtualisation vendor VMware has created two channel incentive programmes designed to increase end-user adoption of the technology.

The VMware Purchasing Program (VPP) is aimed at supporting end-user investments in virtualisation technologies. The VMware Opportunity Registration (VOR) programme is designed to support channel partners pushing end-user investment in VMware virtual infrastructures.

Andy Hunt, senior director of EMEA channels at VMware, said it had seen virtualisation move into the mainstream over the past 12 months.

“We see these programs playing a critical role in helping our channel partners to seize that [market] opportunity,” he claimed. “While there has been a big uptake in virtual infrastructure already, we have only seen the tip of the iceberg. The opportunity that exists in the market today is boundless.”

VPP provides VMware distributors with banded discounts on VMware software licence purchases and subsequent orders, when end-users place orders through VMware Authorised VIP resellers.

For successful deals, VMware claimed it will pass a discount of up to six per cent onto the participating distributor. Resellers may then be eligible for discounts from the participating distributor.

VMware added that the VOR programme also aims to support its most proactive partners, that show well developed skills around the vendor’s virtual infrastructure.

Andy Slater, sales director at storage virtualisation VAR Techtrade, said: “I have a fundamental problem with vendors running their rebates through their distributors, as the distributor is for supply and the rebate should go directly to the reseller making the sale.

“However, pushing virtualisation is a positive move for storage VARs like us, and for VMware’s partners.”

Kevin Drew, managing director of VMware ISV Triangle, told CRN that the current channel opportunities around virtualisation are immense.

“This is a brilliant incentive from VMware, provided money flows down to the reseller,” he said. “However, if the discounts that are awarded do not flow past the distributor, then that is a different situation.”

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