Broadcom Relaunches VMware CSP Program with New Tiers, Benefits

Broadcom announced that it has relaunched the VMware Cloud Service Provider (CSP) program, adding new tiers and benefits to drive adoption of the full stack VMware Cloud Foundation as a private, subscription-based platform for customer innovation.

The company noted that it relies heavily on partners to help customers transform their business with private cloud infrastructure. The goal is to accelerate innovation, enhance customer value and optimize profitability and market opportunities for partners.

VMware’s CSP program partners will assist in taking Cloud Foundation to a broader set of corporate and commercial customers, delivering it as a managed service. By running Cloud Foundation in partner clouds, customers benefit from a cloud operating model that provides the scale and agility of public cloud, plus the security and performance of private cloud. VMware cloud providers deliver sovereign cloud services that support data residency, high levels of compliance and other jurisdictional controls.

The new Advantage partner program for CSP partners is designed to build stronger relationships with valued partners, recognizing them for their commitment to Broadcom while providing them with the capabilities to grow their business through streamlined pricing, improved margins and richer benefits. Partners will help customers achieve maximum value in less time while accelerating their transition to the cloud.

  • Broadcom’s strategy is to bring standardization and consistency across all of the company’s routes to market, delivering:
  • Consistent VMware Cloud Foundation.
  • A streamlined business model.
  • Value together.
  • Opening doors to existing Cloud Foundation customers.

The realigned program includes three tiers:

  • Pinnacle Partners: The highest program level in the Broadcom Advantage partner program. Pinnacle partners include the most invested and strategic partners, boasting extensive certifications, a track record of significant sales and service achievements and broad international coverage.
  • Premier Partners: Includes partners with 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.
  • Registered Partners: This includes CSPs that 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.

Additionally, cloud commerce managers (CCM) are service providers to Broadcom and play two critical roles. 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. They also facilitate the adoption and management of Cloud Foundation for Premier partners.

Recognizing that not all existing cloud providers can meet the criteria of the new program, Broadcom has also evolved the white label model whereby a Pinnacle or Premier partner can deliver Cloud Foundation entitlements to another VMware CSP in a non-branded manner, enabling the secondary partner to brand and deliver the service to their customers on their pre-existing hardware.