Ingram Adds New Mobile Business Unit, Names Exec to Run It

Distributor steps up mobile initiative, plans more hires.

Ingram Micro Inc. said that it has opened a new Mobile Business Unit for North America and hired Michael Romero, a former SanDisk Corp. and Avnet Inc. executive, to run the group.

Romero, whose official title is vice president and general manager, is tasked with building Ingram’s mobile business by helping channel partners to deliver solutions framed on smartphones, tablets, laptops and activation services.

The distributor, which tagged the mobile market as an “area of strategic importance,” said that the mobile unit will housed under its Specialty Solutions Division. Romero reports directly to Brian Wiser, the division’s senior vice president.

Ingram will staff its mobile unit with mobile sales, technical, business development and marketing experts, and plans to hire a senior director to handle sales and business development and another to manage vendor relationships, officials said.

In addition, the distributor said that next month it will kick off a new marketing campaign promoting its concentration on the mobile market.

“To be successful in this market it takes relentless drive and a dedicated focus from the top down,” said Wiser.  

“The mobile marketplace represents a strategic line of business for Ingram Micro and our goal is nothing short of becoming the industry’s fastest-growing, worldwide distributor of mobile solutions,” he said.

Romero, who previously was a principal at Fluid Group Inc., a Scottsdale, AZ-based marketing services company, also served a three-year stint as SanDisk’s vice president and general manager of its mobile retail and private label units, and 12 years as technology, marketing and engineering senior director at Avnet.

He is said to have a strong track record both in business-to-business and business-to-consumer marketing.

“As the world’s leading technology distributor, Ingram Micro is uniquely positioned to help our channel partners and retailers seize this market opportunity and introduce new lines of revenue around converging technology solutions and cloud-based services,” Romero said.

Ingram opens its mobile unit as the segment has drawn increasing attention from other distributors in recent months with some researchers pegging it as a $70 billion worldwide opportunity. Last month, Tech Data Corp. opened its TDMobility platform to a wider audience of channel partners and Avnet’s MobilityPath provides market-specific resources, training and support to resellers.

“Mobile is a disruptive force that’s driving technology innovation and greater sales in both the consumer and commercial tech markets,” said Romero.

TAGS: mobile,distributor,Ingram Micro

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