Ingram Micro has announced the introduction of a new consumer division focused on integrating consumer electronics (CE), networking, security and digital signage into the home and office environment.
The new CHOS division represents a significant push into the consumer market by Ingram, preceded in June 2007 by the acquisition of consumer electronics and accessories disti DBL Distributing.
Matthew Sanderson, director of product management and marketing, Ingram Micro said: “Due to ongoing digital convergence, IT and CE products are merging; in recognising this Ingram Micro has allocated dedicated personnel to cater for increasing demand in the area of consumer home and office solutions.”
According to Sanderson, the newly created division will provide Australian resellers with the opportunity to expand their offerings to the consumer home and office market.
“The launch of the CHOS Division at Ingram Micro will provide a ‘one-stop’ shop for resellers,” he said.
Ingram claimed the recent boom in digital signage and security was a major factor in deciding to establish the division, as well as the growing trend among the disti’s vendors that has seen many expand their CE product portfolios.
Jacqueline Bergin, business manager to head the new CHOS Division said: “Ingram Micro’s nationwide retail coverage will also assist CE vendors in entering additional IT channels and will help IT vendors who are entering CE channels. Our retail fulfilment capabilities are in line with the Ingram Micro business model of taking costs out of our resellers’ businesses.”
Resellers will receive information on the consumer home and office market via Ingram’s web portal, TechLink. The site provides various resources to assist partners in channel sales to CHOS customers.
“The launch of the CHOS Division will enable us to strengthen our relationship with our resellers and vendors and reinforce the current service offerings that Ingram Micro provides,” said Guy Freeland, managing director, Ingram Micro Australia.
The distribution giant first showed signs of pursuing the consumer integration market with the acquisition Avad in July 2005, a US-based digital home integrator.
via CRN Australia
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