A focused shift to partner-delivered services generates new opportunities with Broadcom

Shelfware has become an increasing problem in recent years, with organizations globally contending with unnecessarily cumbersome enterprise software. 

The term ‘shelfware’ refers to software or solutions purchased by an organization that essentially sits on the shelf unused, gathering dust, and inflicting a financial toll on the purchaser.

Research as far back as 2015 highlighted the growing issue of shelfware, with analysis from Trustwave, for example, noting that unused software was beginning to strain organizations from a technical and financial perspective. 

The subsequent period of intense digitization across a range of industries globally, combined with the growing array of software sold by vendors, means that this issue persists. 

Trusted partnerships

Given macroeconomic conditions, a global enterprise push to streamline operations, and increasingly complex IT infrastructure requirements, it’s critical that organizations place their faith not only in software that delivers impactful benefits but also in providers they can trust. 

Close relationships with vendors in the modern business landscape are crucial, allowing enterprises to access vital tools, services, and solutions that help keep the lights on. The key appeal for any business exploring vendor options is simplicity and knowing the partner has their best interests in mind. 

This is a key tenet of Broadcom’s relationship with customers, which in the last 18 months has expanded significantly. Indeed, the company is focused on consolidating VMware offerings to provide a more streamlined framework to essentially eliminate ‘shelfware’.

Notably, this included an overhaul of VMware Cloud Foundation (VCF), along with the launch of expanded features for the private cloud platform - all of which were catered toward reducing complexity for customers.

The changes made to the private cloud platform come amid a critical period for enterprises globally, many of whom are ramping up the adoption of generative AI tools. 

While private cloud dipped in popularity during the widespread adoption of public and multi-cloud options in the previous decade, the advent of generative AI has prompted a rethink among many enterprises over the benefits of private and hybrid cloud options. 

Private cloud and hybrid cloud offer marked benefits for organizations working with AI tools, largely due to the increased security and data protection capabilities it affords users faced with complex regulatory compliance considerations.

Analysis from Technavio, for example, found the private cloud services market is expected to grow by $387.5 billion by 2029, marking a compound annual growth rate (CAGR) of 19.6%. 

Partner-delivered services are a key focus for Broadcom

Entering this period, enterprises must maintain close collaborative ties with partner organizations and solution providers with Broadcom services expertise.

With this in mind, Broadcom is transitioning the majority of its professional services from “Broadcom-led engagements to partner-delivered services”. 

This new approach, outlined by Brian Moats, SVP for global commercial sales and partners in a recent blog post, will include working with partners to deliver consultation, implementation, and optimization services for customers. 

Broadcom CEO Hock Tan also explained how the company plans to provide benefits for customers through its array of industry partners. 

The firm boasts more than 35,000 partners spanning its IT infrastructure and cybersecurity software ecosystem. This broad range of partners plays a crucial role in enabling Broadcom to provide a diverse variety of services, Tan said.

From production and procurement to distribution services and the deployment of Broadcom products, partners fuel Broadcom’s ability to both expand the use of its technology and deliver value for customers. 

So, what can partners do for Broadcom customers? Tan noted that partners play a key role in maintaining the company’s overall “value chain” and allow customers to “leverage core competencies and do what they do best” while offering support where needed. 

These services aren’t restricted to blue chip corporates, however, and span the length of the spectrum from large enterprises to small and medium-sized businesses (SMBs). 

Offerings specifically highlighted by Tan include Broadcom’s Expert Advantage Partner Program and the Insights Marketplace, with the former drawing upon the technical expertise of partners to help streamline the implementation of Broadcom products.

The Insights Marketplace plays an equally important role, enabling customers to access partner-built applications that complement Broadcom products based on their unique individual needs. 

These are crucial in enabling customer success, Tan said, by offering fully integrated, specialized solutions that support digital transformation. 

Collaborative ties with TD SYNNEX

Among these partners is TD SYNNEX, which has deep, long-running ties with Broadcom and its customers. In March last year, for example, TD SYNNEX signed an expanded agreement with Broadcom to distribute products and solutions to customers across Europe. 

As part of the expansion, TD SYNNEX partners are granted access to the full range of VMware by Broadcom solutions, including VMware Cloud Foundation (VCF) and VMware vSphere Foundation. The partnership also extends to storage, ransomware, and disaster recovery services, as well as application platform support. 

This partnership was also expanded specifically for European customers in 2024, with TD SYNNEX broadening distribution capabilities in a host of European markets, including Ireland, Sweden, Austria, Denmark, and more. 

Partnerships such as these play a vital role in supporting the overall Broadcom ecosystem by providing a range of value-added resources for resellers. TD SYNNEX provides exclusive learning materials for partners, alongside boot camps, webinars, and knowledge-sharing events to boost enablement on VMware products and solutions.