VMware Inc. has been busily changing clothes to fit into the new information-technology world. While its first attempt at a public-cloud offering flopped, it appears to have recovered. It now enjoys multiple hybrid and on-premises cloud partnerships. It is also revamping its partner program to foster innovative software as a service offerings.

The virtualization pioneer just flipped its VMware Partner Network to the VMware Partner Connect program. It offers its ecosystem partners a “radically simple” paradigm to integrate and innovate within, according to Rich Steeves (pictured), senior director of worldwide partner programs at VMware.

This means that all types of partners — cloud-service providers, original equipment manufacturers, etc. — now have one consistent engagement model. “So one agreement, any business model, one single program,” Steeves said.

“We’re coming to the market with a simpler proposition that says we want to offer our partners greater flexibility and choice to choose the business model that makes sense for how they want to go to market to solve their customers’ most-pressing IT needs and priorities,” Steeves said.

Steeves spoke with Dave Vellante (@dvellante) and John Furrier (@furrier), co-hosts of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during the Dell Tech World event in Las Vegas. They discussed how VMware’s new partnership program will inspire integrated solutions for customers (see the full interview with transcript here). (* Disclosure below.)

Ecosystem integration for jump in SaaS sales

The move to reform VMware’s partner program came through extensive conversations with partners. “This is a program that not only VMware is building, but this is the co-investment and co-building together with our partners. So from inception to design and concept, and ultimately to the announcement and roll-out,” Steeves said.

One purpose of simplifying the partner program is to allow partners to co-build and integrate more easily. Easier integration means VMware and its ecosystem can recognize the total value individual partners contribute, rather than a single piece part.

VMware hopes that the new partner program will give rise to lots of new SaaS offerings. “We want to go from 5% of revenue delivered through SaaS and subscription to 20% together with our partners,” Steeves said. “And that’s going to come through a vibrant and committed partner ecosystem.” 

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of the Dell Tech World 2019 event. (* Disclosure: VMware Inc. sponsored this segment of theCUBE. Neither VMware nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE