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Africa Outlook

Mobility
Micro
Ingram

INGRAM MICRO MOBILITY

Brightpoint rebranded as Ingram Micro Mobility



Earlier this year BrightPoint was rebranded Ingram Micro Mobility. Africa Outlook learns more.

Writer Ian Armitage
Project manager Donovan Smith

In 2012 IT giant Ingram Micro, the world's largest wholesale technology distributor and a global leader in IT supply-chain, mobile device lifecycle services and logistics solutions, acquired BrightPoint for a cool $840 million, including $190 million in debt as part of its strategy to drive convergence across IT and Mobility markets.

Ingram Micro's acquisition of BrightPoint marked an important milestone for both companies, but more importantly it offers tangible benefits to its customers and vendors who now have access to the broadest portfolio of mobility and converged technology products and the most comprehensive suite of supply chain solutions for mobile devices. Ingram Micro Mobility has positioned itself at the centre of the flow of products and commerce within the mobility industry, which will help them anticipate demand and create connections between manufacturers, retailers and carriers, while helping to enable the convergence of IT and mobility.

"We executed the integration against a clear cut plan which has impacted the business more positively than we ever anticipated. The Ingram Micro brand and reputation has been well received by our vendors and our customers," says Bruce Cockburn, Regional Managing Director, Africa (Mobility & IT).

As a vital link in the technology value chain, Ingram Micro creates sales and profitability opportunities for vendors and resellers through unique marketing programs, outsourced logistics and mobile solutions, technical support, financial services and product aggregation and distribution. The company is the only global broad-based IT distributor, serving approximately 160 countries on six continents with the world's most comprehensive portfolio of IT products and services.

In South Africa, BrightPoint previously focused only on the wireless communications environment, but today as Ingram Micro there are three divisions: Ingram Micro Mobility, Ingram Micro Logistics and Ingram Micro DC POS. The DC POS (Data Capture & Point of Sale) division will launch in South Africa in June, 2013 and will be the first of many new business ventures to launch in Africa.

"Africa is strategically important as it is one of the last untapped markets globally," says Cockburn, who joined BrightPoint six years ago to launch its South African operations.

The opportunity is massive as IT/mobility convergence is now a reality as tablets, improved data speeds and lower cost smartphones drive market demand. There are always challenges to overcome inpenetrating developing markets; however, Ingram Micro's ability to be adaptable with its business models and routes to market has proved to be a winning formula.

"Our ongoing focus on customer service, delivering value through our solutions and services, and our ever increasing logistics footprint will allow us to expand into the IT sector," adds Bradley Lapin, Managing Director of Ingram Micro Mobility in South Africa.

The combined capabilities and reach of both these companies position Ingram Micro as the leading global provider of technology, mobility services and products, providing current and prospective customers with access to new manufacturers and solutions.

To learn more visit www.mobility.ingrammicro.com