Competition in the data centre infrastructure market is increasing as manufacturer SimpliVity unveiled its new global partner programme, SimpliVity PartnerAdvantage, at events in Munich, London and Madrid.

A manufacturer of pre-configured modular building blocks aimed at speeding up data centre infrastructure building, SimpliVity’s OmniCube product converges storage, server and networking functionality into one box.

The vendor has pledged a 100% channel-focused marketing strategy, meaning that data centre builders cannot buy direct from the manufacturer.

Buyers will be offered three tiers of partner to source their product from.

The vendor’s current roster of 200 partners will be categorised as either platinum, gold or authorized resellers, depending on the volumes of sales and levels of training and accreditation that they commit to.

Mitch Breen, Simplivity’s SVP of global sales, said the partner advantage program will speed up SimpliVity’s growth in markets across the globe.

“We’re 100 percent committed to our channel partners and we want to continue to deliver a world-class product to transform today’s data center,” said Breen. “Our mission is to simplify IT.”

SimpliVity has a seasoned team that knows how to penetrate markets, according to Steve Johnson, president of reseller partner Corus360. “It’s enabling us to accelerate growth in the hyperconverged infrastructure market and open new doors with customers.”

Distribution partners include SEC in Denmark, Meile in France, Espion in Ireland, Networks Unlimited in South Africa, SIT in the Czech Republic and Pronovus in the Netherlands, as well as global systems integrator Dimension Data.

”We are working on an agreement with a pan EMEA distributor, which will be announced later this month,” said Johannes Kunz, Simplity’s head of channels.

In June Simplivity’s rival in the converged infrastructure sector, Nutanix, appointed Dell as a global reseller.

“The hyper-scale converged infrastructure market is certainly getting interesting now,” said Keith Humphreys, managing consultant, euroLAN. “The Nutanix-DELL deal expanded Nutanix’s route to market instantly.”