A year after the launch of its unified channel partner programme, Dell EMC has added 4,700 new customers in the Asia Pacific & Japan (APJ) region, of which 1,600 are from India. This fiscal, the company is doubling the channel incentives to up to $60,000 to sell its storage solutions, said a top company executive.

The company, which follows a February-January fiscal year, has over 20,000 channel partners in APJ, 70 per cent of who earned more rebates in FY18 and 51 per cent of who grew their businesses with Dell EMC.

“Last year, we made storage rebates to our partners very rich to motivate them to sell more. However, this year, we are doubling the storage incentives, where we expect a lot of momentum,” Tian Beng Ng, Senior Vice-President and General Manager - Channels, APJ, Dell EMC, told BusinessLine .

“Globally, we have committed to investing $2 billion in storage and are hiring 1,200 storage sales specialists. A lot of the $2 billion was spent on research and product development in preparation to launch new products this year. It is also being spent on new storage incentives that we have introduced for our partners this year,” he said.

A major milestone achieved in India, he said, is the “Stock and Sell” distribution business — which was started three years ago — having crossed the $100-million mark. A major part of it came through in FY18, thanks to the efforts of its four national distributors and 1,200 authorised resellers who covered 256 cities pan India, he added.

Channels is a $43-billion business for the $74-billion Dell Technologies. According to IDC, Dell continues to be the market leader in storage with a 27.6 per cent market share by vendor revenue. India is the third largest market for the company’s channel business in APJ, after China and Japan.

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