Dell Technologies is redefining its channel partner strategy in the Asia Pacific region as enterprises accelerate their shift toward AI powered transformation.
Ravi Bharadwaj, Vice President, Partner Ecosystem, Asia Pacific, Dell Technologies, said AI is no longer just a tool but an integral part of enterprise decision making and intelligent automation. Speaking at the Canalys Forums APAC 2025 in Vietnam on December 3, he highlighted that AI PC adoption is emerging as a major market opportunity for channel partners, with Dell expecting partners to play a critical role in customer education, solution design, and deployment.
Dell’s channel partner satisfaction improved by 50 percent, while revenue of channel partners grew by 20 percent.
Ravi Bharadwaj emphasized that customer engagement through channel partners has become more important than ever. He cited an example of a manufacturing systems integrator that achieved a thirty percent reduction in operational processes by deploying AI solutions, demonstrating the tangible impact partners can deliver when supported with the right technologies.
Dell’s vision for 2025 and beyond is built on a unified channel ecosystem where partners can access end to end solutions without the need to coordinate with multiple technology vendors. Today, many partners typically engage with six or seven vendors to build a complete platform, but Dell aims to simplify this significantly by offering an integrated stack across infrastructure, AI, PCs, networking, storage, and services.
Dell’s channel strategy is increasingly partner first, with the company rolling out bigger incentives and predictable rewards to boost partner profitability. Rebates across storage, networking, and client devices have been expanded, including enhanced benefits for acquiring new customers and incremental incentives for Titanium tier partners that meet quarterly growth targets. Dell has also improved its engagement model by providing faster quoting, better account insights, and streamlined processes, enabling partners to close deals more efficiently and deliver better customer experiences.
AI readiness is a major pillar of Dell’s 2025 strategy. The company is updating competencies around data science and AI and promoting adoption of its AI Factory architecture through the partner ecosystem. New incentives have been introduced for AI related networking products that support high performance compute environments used in large scale AI deployments. Dell’s commitment to a partner led model, especially in the storage and infrastructure business, encourages direct sales teams to collaborate more closely with partners to expand market reach.
Sustainability and services also play a growing role in Dell’s channel priorities. The company has introduced tools that help partners position energy efficient solutions and track environmental metrics for customers. Expanded services incentives, including those for support and managed services, help partners strengthen recurring revenue and differentiate in competitive markets.
The market outlook presented at the same event underscores the scale of opportunity. Matthew Ball, Chief Analyst at Omdia, said the cyber security total addressable market in Asia Pacific will reach $53 billion by 2028. Cyber security demand is projected to grow at 13 percent, while AI driven security projects will expand 32 percent in 2026. He noted that 65 percent of partners aim to reduce security headcount, increasing the need for automation, AI based detection, and vendor delivered services.
Trevor Clarke, Chief Analyst at Omdia, added that partner opportunities in AI are set for explosive growth. User spending on AI solutions delivered through partners is expected to reach $237 billion by 2030, growing at a CAGR of 35.25 percent. This substantial expansion aligns with Dell Technologies’ focus on equipping partners with unified AI ready platforms, stronger incentives, and the tools required to lead enterprise transformation across the region.
Dell’s strengthened channel strategy positions its partners at the forefront of AI adoption, hybrid cloud modernization, and cyber security transformation, enabling them to capture fast rising demand while delivering measurable value for customers across Asia Pacific.
Baburajan Kizhakedath
