Dell EMC puts distribution on pins and needles

AUSTIN, TEX.- Dell EMC worldwide channel chief John Bryne admitted to CDN that the combine organization has too many distributors.

As it stands now Dell EMC is working with 300 distributors globally.

While Bryne did not tip his hand at what the channel team is planning on doing with distribution, he did say they have “too many” distributors. Going forward Bryne wants to work with a “select few.” What that looks like will be determined this December, he said.

Currently Dell works in Canada with Ingram Micro Canada, Tech Data Canada, Synnex Canada. Through EMC Canada they now have Arrow. Not all of these distributors are equal in the eyes of Dell EMC, Byrne said.

John Byrne
John Byrne

This is not to say that Dell isn’t doing well in distribution. Quite the opposite, Bryne said the growth right now is in double digits at 30 per cent.

Byrne commented on some of the recent developments from the distribution space including the recent deal between Tech Data and Avnet along with Ingram Micro being acquired by the China-conglomerate HNA Group.

“I applaud the Tech Data guys for their outstanding acquisition of Avnet. They now have great knowledge and great capabilities and it makes Tech Data’s global coverage better so I applaud them for that; as a company in gaining new skills and becoming bigger,” he said.

As for the Ingram deal, Byrne said from his information the deal is moving along well. “Ingram CEO Alain Monie is a very smart guy and he will do the right thing for Ingram Micro. I have confidence in him to get them focused,” Byrne said.

Distribution is part of Bryne’s overall channel strategy describing the group as a critical route to market.

But going forward he hopes that the distributors who work with Dell EMC take a channel partner approach to things and become enabled to sell the entire portfolio from Dell EMC and be able to add true value to the solutions. “I want distributors to go on the attack. I want them to attack the market themselves and hunt for new opportunities,” he added.

From the end of Dell EMC World to December the plan is for Byrne and the rest of the channel team to being talks with all the distributors and communicate to them clear expectations as well as get their feedback.

Expect a distribution strategy from Dell EMC by the middle of December.

Bryne also said there will be a role for smaller distributors along with those who do fulfillment.

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Jim Love, Chief Content Officer, IT World Canada

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Paolo Del Nibletto
Paolo Del Nibletto
Former editor of Computer Dealer News, covering Canada's IT channel community.

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