In a move that is apparently aimed at simplifying programme entry, streamlining training and easing access to the product portfolio, EMC has added new options and partner tiers to its Velocity Partner Programme; thereby underscoring the biggest changes to its channel programme in the last ten years.

Talking about the changes, Arthur Steinert, EMC’s senior director of global channel marketing, said: “We've spent a lot of time listening to our partners, globally. We are building off a strong base, and introducing some substantial enhancements.”

Among the new tiers which will become available from January 1, 2011, is an entry-level affiliate tier which will allow EMC’s partners to offer the vendor’s products, undertake online training and earn rewards and benefits and rewards. EMC will certify that partners joining this tier can offer own-branded services based on EMC technology.

Furthermore, EMC has now linked the Premier and Signature tiers to new specialties that will reward partners who invest further with the vendor. Initially, there will be four areas of specialty - consolidate, advanced consolidate, backup, and recovery and governance/archive -; but EMC intends adding more specialties including an RSA-based security specialty.

While the Premier level will chiefly give benefits to partners who achieve a Velocity speciality; Signature partners will essentially commit to EMC technical expertise by achieving multiple specialties as well as advising customers about the private cloud.

In addition, EMC is also introducing the Affiliate and Affiliate Elite tiers, which will not have specialties.