[German]Brief news that I came across last Sunday. VMware by Broadcom is shaving its partner program for the distribution of its products. The lowest level of the partner program is to be dropped – although this step does not apply to Europe.
Advertising
VMware by Broadcom currently operates a four-tier channel distribution program for partners that includes Pinnacle, Premier, Select and Registered Partners. In a June 1, 2025 blog post Fueling Customer Success Through Deep Partner Collaboration, the company announces an adjustment to its partner strategy and program.
The company continues to prioritize partners who can help customers transition to a private cloud and realize the full potential of VMware Cloud Foundation (VCF). As a result of a comprehensive partner review, Broadcom is reducing the number of partners authorized to resell VMware solutions in the Americas, Asia Pacific and Japan regions.
To enable more targeted investment and support for these remaining partners, the vendor is streamlining the Broadcom Advantage Partner Program for VMware resellers from four tiers to three: Pinnacle, Premier and Select. The Registered tier will be eliminated as the majority of business is likely to come from partners operating in the remaining three tiers, it says. For the remaining partners, however, VMware by Broadcom is raising the bar for the entire program:
- Pinnacle partners must have Expert Advantage Professional Services Partner status to demonstrate advanced capabilities in VCF deployment and implementation. Alternatively, partners may qualify by maintaining a dedicated small and medium business practice that supports scalable adoption.
- Pinnacle and Premier Partners must maintain dedicated sales and technical resources to ensure they are able to support customer projects throughout the lifecycle.
- Pinnacle and Premier Partners execute joint business plans with VMware to ensure alignment and delivery with joint deliverables.
These requirements are only likely to be met by larger partner organizations with the appropriate resources. VMware by Broadcom will also begin a transition process for partners who no longer meet the program's minimum requirements or who have not demonstrated ongoing commitment. This means that these partners are likely to be terminated.
Fits somewhat into the picture that Broadcom had terminated the contracts of all VMware partners in 2024 (see Contracts for all VMware partners terminated by Broadcom for 2024). I find it interesting that this step above obviously does not apply to partners in Europe – there is something wrong with Broadcom's justification of the strategy. The Register picked up on it here and quotes an analyst as saying that this move will benefit competitors.
Advertising
Similar articles:
VMware OEM portal offline, customers cannot activate VMware licenses
Broadcom ends perpetual licenses for VMware products – End of the free ESXi server?
VMware by Broadcom: "Things are not going well with the Broadcom plans"
Analyses: VMware acts as planned with licenses; switching to alternatives a problem
VMware users: Attention, portal migration to Broadcom on April 30, 2024
VMware Player/Fusion Player is End of Sale; VMware security advisories now at Broadcom
Customer loss at VMware; Customers switch to Nutanix AHV; Bumpy portal switch
VMware by Broadcom signs agreement with Dell, Microsoft, Lenovo and HPE
Did the User Portal migration from VMware to Broadcom work for you?
Interview: VMware takeover by Broadcom, what are the consequences?
Analysis: More than half of VMware customers are planning to leave
VMWare by Broadcom: Next fail with training credits
Has Broadcom's VMware bet paid off? Customers book largest package
VMware vCenter: Update tokens required as of April 23, 2025
VMware sues Siemens for lack of licenses
Next VMWare by Broadcom license hammer: At least 72 cores required
VMWare by Broadcom: 72 core licensing claim withdrawn
VMware ESX update without token: Today (23.4.2025) last day
Broadcom sends cease-and-desist letters to users of VMware perpetual licenses without a maintenance contract
FSAS Technologies suspends VMware partnership from June 2025
CISPE says: VMware has increased prices by 800 to 1500%
Advertising
