Recapping Another Successful EMEA PartnerDirect Solutions Conference

Every year Dell holds its EMEA PartnerDirect Solutions Conference where we come together with our Premier and Preferred partners across the region to share Dell’s strategy and channel plans and, most importantly, to get feedback on how we are performing. The location this year was Barcelona and we were delighted to welcome C-Level Execs from 188 partners. Importantly these are the individuals defining their businesses’ strategies and responsible for putting Dell at the centre of their solutions portfolios.  It was exciting to have such a strong turnout! We appreciated the opportunity to share where we are and our future vision and we valued their time and feedback.

The first day was spent talking to Partners about the opportunities they have with Dell. They heard from Dell’s channel leadership and the GM’s of our LE and SMB businesses about the investments being made to help strengthen the engagement we can have together and to drive growth.   We also shared our technology and solutions vision and our unique position as one of the few end-to-end solutions providers fully committed to the client and the datacenter. Our acquisition strategy was a very hot topic and partners were interested in the role new IP is playing in solutions areas like Intelligent Data Management.  Our recent acquisition of Force 10 was also a key area of interest for many of attendees. Overall, there was a great deal of excitement about what this technology means for Dell’s and its partners’ solutions capabilities, particularly in the area of data management.

On Thursday evening we held a gala dinner where we handed out our Partner of the Year awards – recognising some of the most successful and proactive partners we have in the various countries. The full list of winners is below, with special mention going to SLTN of the Netherlands which scooped the European Partner of the Year Award.

Austria – Partner of the Year

MTX Computer Products & Solutions GmbH

Belgium – Partner of the Year


Denmark – Partner of the Year

Tech Data

France – Partner of the Year


Germany – Partner of the Year

ACP IT Solutions AG

Ireland – Partner of the Year

DNM Technology

Italy – Partner of the Year


Netherlands – Partner of the Year


Norway – Partner of the Year

Move AS

Poland – Partner of the Year

One System

Spain – Partner of the Year

Semantic Systems

Sweden – Partner of the Year

Dustin AB

Switzerland – Partner of the Year

Frey + Cie Telecom AG

UK – Partner of the Year


European Partner of the Year


During the second day Ahmed Mouldaia, Executive Director of Solutions, led a 3-part session to dive deeper into Dell’s technology and solutions strategy and investments as well as the focus areas for our channel. This included a presentation by Ahmed on our Solutions strategy, a panel discussion with our Solutions leaders from across the businesses, and a Q & A session for our Partners to ask the panel questions.  At the end of the conference, the Partners went into country-specific break-out sessions where along with their local Dell sales and marketing leaders they were able to discuss specific issues, opportunities and initiatives.

A new element of this year’s conference was a channel press track.  We invited top channel press from around EMEA to join us at the event and gave them the opportunity to talk to local Dell executives and partners. Here’s some of the early coverage from the event.

We feel optimistic about the future for our channel business and our partners. There has never been a better time to partner with Dell and we would encourage any channel organisations that are looking for a reliable solutions provider committed to providing end-to-end technology solutions to contact our PartnerDirect organisation.

About the Author: Kathy Schneider