Broadcom has axed its Partner Advantage Program for VMware Cloud Service Providers, and has made a new programme invite-only to an even smaller number of partners. This is the second major re-jig in the VCSP channel space in 18 months, and has led to smaller partners being carved out of the business.
Partners that did not get invited to the new 1 November programme by last Tuesday (15 July) are out, and will be sent a notice of non-renewal.
According to VCSP partner Interactive, located in Australia, VMware owner Broadcom communicated directly to VMware Cloud Service Providers that - with the exception of those in the European Economic Area - a new Cloud Service Provider programme will take effect on 1 November, 2025.
The UK is no longer a member of European Economic Area after Brexit, with the EEA consisting of 27 European Union countries, plus three others.
Interactive said in its web post last week: “While full details of the new CSP partner programme are still to be released, we want to reassure our customers that Interactive remains an Authorised VMware Cloud Service Provider (VCSP) partner going forward.”
Which perhaps is not surprising as Interactive was Broadcom’s 2024 APAC VCSP Partner of the Year.
It added: “According to Broadcom, this change is part of the organisation’s ongoing efforts to align the VMware partner ecosystem with its strategic efforts and the needs of customers.”
As it points out though, with a smaller number of authorised partners, many customers may need to reassess how they access, support, and transact with VMware solutions moving forward.
For those partners dropped, there is a “transition period” until 31 October, 2025: Non-invited partners can continue to transact until then. After that date, they may only service existing VCSP commitment contracts for the remainder of the current term. No new commitment contracts or renewals will be accepted for those partners.
In addition, the White Label Program is ending. That programme allowed smaller players, who had been dropped before, to continue to operate through larger selected partners. So they’ll be out too.
In a written statement about the changes that have surfaced, Broadcom said: “Our strategy since closing the VMware acquisition has been to drive simplification, consistency, and innovation across the VMware go-to-market ecosystem, including VMware Cloud Service Providers.
“Recent changes to this ecosystem are consistent with this strategy. Broadcom is focusing more and going deeper with the VCSPs who have demonstrated commitment to their cloud services built on VMware. This will enable us to deliver greater value, stronger execution, and a more streamlined experience for Broadcom’s VMware customers of all sizes.”
