Broadcom last week announced the relaunch of the VMware Cloud Service (VCSP) Program with new tiers and additional benefits. The revamped program aims to increase standardization and consistency across the company’s routes to market, according to Broadcom.
In a blog post, Ahmar Mohammad, vice president, partners, managed services, and solutions GTM at Broadcom, said the company's strategy is to rely heavily on partners to drive greater adoption of the full-stack VMware Cloud Foundation platform.
"Our goal is to accelerate innovation, enhance customer value, and optimize profitability and market opportunities for our partners. To support our new strategy, we've completely redefined and are relaunching our VMware Cloud Service Provider (VCSP) program with new tiers and new benefits. VCSP partners will help take VMware Cloud Foundation to a broad set of VMware’s corporate and commercial customers and deliver it as a managed service," Mohammad said in the blog post.
Broadcom Advantage Partner Program for VMware Cloud Service Provider Partners
The new Advantage Partner Program for VCSP partners offers simplified pricing, improved margins, and richer benefits, Mohammad said. "Our VCSP partners will help customers achieve maximum value in less time while accelerating their transition to the cloud. The Broadcom Advantage Partner Program for VCSPs enables partners to grow revenue opportunities by integrating VMware Cloud Foundation (VCF) and adjacent solutions into their cloud and managed service offerings," he said.
Benefits include:
- Consistent VMware Cloud Foundation Everywhere: All VCSP partners will deliver services based on the same VMware Cloud Foundation software customers deploy on-premises. No more different versions of VCF for different environments.
- One Simplified Business Model: All services offered by VCSPs will now be based on a per-core subscription license.
- Delivering Value Together: For the first time, Broadcom will be co-selling with our VCSP Pinnacle partners to our corporate customer base.
- Opening Doors to existing VMware Cloud Foundation customers: With license portability for VMware Cloud Foundation to partner cloud environments customers are able to move their VCF subscription between on-prem and VCSP environments (and vice versa) as their requirements evolve over time.
Broadcom has realigned the program around three tiers and introduced the concept of the Cloud Commerce Manager as follows, Mohammad explained in the blog. Here's what that looks like:
- VCSP Pinnacle Partners: Pinnacle is the highest program level in the Broadcom Advantage Partner program. Pinnacle partners are the most invested and strategic partners, boasting extensive certifications, a track record of significant sales and service achievements, and broad international coverage. Holding Pinnacle status signifies a partner's deep technological knowledge and proficiency in addressing the most intricate customer issues. Broadcom works in close partnership with Pinnacle partners, including co-selling to corporate customers, to provide the foundational technology that drives the digital landscape.
- VCSP Premier Partners: Premier Cloud Service Provider partners have highly-developed VMware practices and a consistent track record of delivering customer satisfaction. Premier partners are most often regionally focused, with robust sales and service capabilities, competencies, and technical validations for servicing the managed services needs of customers in geographically specific regions.
- VCSP Registered Partners: Registered partners are Cloud Service Providers who have achieved the minimum requirements for the Broadcom Advantage Partner Program and work through either Pinnacle or Premier partners to access VCF cloud solutions for their existing and future customer base.
- VMware Cloud Commerce Managers: Cloud Commerce Managers (CCM) are service providers to Broadcom and play two critical roles for VCSPs. First, they serve as a trusted advisor to handle all order processes, including submissions and monthly billing for VCSP Pinnacle and Premier partners, streamlining operations and allowing partners to focus on value creation for their customers. Second, they facilitate the adoption and management of VCF for VCSP Premier partners. Cloud Commerce Managers enable VCSP Premier partners to expand their services by offering technical and go-to-market support, directly addressing the challenges of cloud transformation. Cloud Commerce Managers help partners deliver a consistent VMware Cloud Foundation hybrid cloud experience, promoting innovation and flexibility.
Broadcom also said it recognizes that not all partners will meet the new criteria and has evolved the White Label model to encompass those partners. In that case, a VCSP Pinnacle or Premier partner can deliver VMware Cloud Foundation entitlements to another VMware Cloud Service Provider in a non-branded manner, enabling the secondary VCSP partner to brand and deliver the service to their customers on their pre-existing hardware.
Former VMware Partner Connect partners interested in learning more about the white label option can review the VCSP program flyer and White Label program FAQ inside the Partner Connect portal. New and existing Broadcom partners can review the same information in the Broadcom Advantage partner portal here.
