Arrow Electronics & Broadcom expand VMware distribution in Europe

Arrow Electronics has entered a new distribution agreement with Broadcom, focusing on VMware solutions across 20 European countries. This development expands Arrow's existing role as a VMware distributor and includes new regions such as the Czech Republic, Iceland, Ireland, Italy, the Netherlands, Slovakia, and Switzerland.

Arrow and its associated channel partners will play a pivotal role in promoting the adoption of VMware's private cloud infrastructure. Additionally, they will assist customers in transitioning to VMware's new subscription licence model. The company's extensive expertise in VMware's go-to-market strategy aims to maximise the value customers receive from their VMware software investments.

The agreement ensures Arrow will continue to offer the comprehensive VMware private cloud infrastructure portfolio, including new products like VMware Cloud Foundation (VCF), VMware vSphere Foundation (VVF), VMware vSphere Standard, and VMware vSphere Essentials Plus Kit. Additional offerings include VMware vSAN and VMware Live Recovery.

Beyond distribution, Arrow will also bolster its technical support capabilities for specific products and customers. This service extends Broadcom’s support network, providing customers access to VMware support and localised expertise in their preferred languages. Arrow aims to enhance the commercial customer experience through more accessible, specialised, and personalised support.

Reseller partners working with Arrow will gain access to the company’s technical knowledge, training programmes, and certified resources. This collaboration enables partners to deliver high-quality support services throughout the customer's commercial lifecycle. Together, Broadcom and Arrow pledge to provide an integrated support experience, ensuring exceptional service for customers of all sizes.

Cynthia Loyd, Vice President of Global Partner and Commercial Sales at Broadcom, said, “Alongside its extensive VMware background, Arrow’s expertise and influence in the European market will be crucial in helping Broadcom with our go-to-market strategy within the region." She emphasised that Arrow’s technical support services and local expertise are integral to the cohesive strategy aimed at creating value for channel partners and customers.

Nick Bannister, President of Arrow’s Enterprise Computing Solutions Business in EMEA, expressed enthusiasm about continuing the long-standing relationship with VMware and Broadcom. “As a VMware distributor for 20 years and the exclusive Symantec cybersecurity aggregator for Broadcom in Europe, we are excited to continue our relationship and play a crucial role in VMware’s new go-to-market approach,” Bannister noted.

Bannister emphasised Arrow’s commitment to empowering its channel partners to thrive within the new VMware landscape. He highlighted the readiness of Arrow’s local teams, with their extensive experience, to guide partners through the transition. “We believe the new VMware world and the Broadcom Advantage Partner program presents a tremendous chance for channel partners to grow revenue, expand their market share, and enhance profitability by leveraging VMware’s industry-leading solutions,” he concluded.