Ingram Micro Consumer Electronics Rebrands as Consumer Technology Solutions
The Ingram Micro Consumer Electronics business unit of Ingram Micro announced at its annual vendor and dealer show in Scottsdale, Ariz. Tuesday evening that it is rebranding itself as Consumer Technology Solutions, a business division within Ingram Micro.
All three elements of the new name – Consumer, Technology and Solutions – are the three “ingredients” that define the “why” of the decision, said Craig Birmingham, vice president and general manager, Consumer Technology Solutions.
A changing consumer marketplace, populated by 83 million Millennials with evolved shopping habits that dictate “buying cool technology quickly and at a good price,” coupled with the rapidly morphing technologies upon which these consumers depend, leads to what Mark Snider, senior vice president, Consumer Technology Solutions and general manager, Canada, said is “solution-selling.”
“The term “’consumer electronics’ just was not doing these market opportunities justice,” Birmingham added.
The change also reflects the disappearing differentiation between traditional CE product categories and other technologies.
The decision is in line with trends among many of the distributor’s vendors to broaden their own lines to encompass solution selling, which Birmingham said “has the most relevance ever today – the ecosystems in consumers’ work and play lives are elevating their life experiences.”
He added that the change, besides being a good fit for the company’s business dealings within the retail, ecommerce, B-to-B and CE reseller channels it serves, also has special relevancy for the 78 million baby-boomers about to enter retirement.
“Home health care presents a huge opportunity – as does home automation – these are both huge growth areas for us,” said Birmingham. He also cited the home office, IP surveillance and wearables categories as presenting great business opportunities moving forward.
Birmingham, a 22-year industry veteran who rejoined the company four years ago, brings his expertise as manager of the Ingram Micro retail sales team to this spot.
Follow our sister site www.dealerscope.com for further reports on this meeting, the product expo, and for executive comments on trends influencing the industry and overall business through the balance of 2015.