Ingram Micro Nixes Nimax Name

By Jessica Davis  |  Print this article Print


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The distribution giant is changing the division's name to Micro Data Capture/POS Division.

Ingram Micro is changing the name of its Nimax Division to Ingram Micro Data Capture/POS Division two and a half years after its acquisition of small distributor Nimax in July 2004.

The Carlsbad, Calif.-based distribution giant is making the change in conjunction with its third annual Data Capture/POS Partner event in Las Vegas early February, expected to draw 250 attendees.

The name change was driven by both a desire to be clear to customers about what the division offers and to also use the Ingram Micro brand more clearly, according to John Soumbasakis, vice president and general manager of the division.

"The name change was a gradual evolution to make sure the market understands," said Soumbasakis. Since the acquisition the company has been making slow changes to the logo as it transitioned to the Ingram Micro brand. But although the name is different, the focus of the division will remain the same.

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"This is not changing at all the way we go to market," Soumbasakis said. "But one benefit is that we will place more of an emphasis in leveraging adjacent technologies from Ingram."

That means the company will focus more on solution-based sales across divisions rather than simply focus on the products within the Ingram Micro Data Capture/POS Division. For example, Soumbasakis said, that might include wireless networking and mobile terminals on the data capture side.

"We want to be more prescriptive in going to market," Soumbasakis said, taking advantage emerging products such as digital signage and the technologies that go along with it. "We want to offer complete solutions. It's one thing to offer everything. It's another thing to offer complete solutions."

For example, on the data capture side a complete solution might include wireless network and mobile terminals, he said.

Jessica Davis covers the channel for eWeek and Channel Insider. Her technology journalism career began well before anyone heard of the World Wide Web and has included stints at Infoworld, Electronic News/EDN, and the Philadelphia Business Journal. Her work has also appeared on CNN and Forbes.com. She has covered hardware, software and networking, as well as the business side of technology. She has won several journalism awards, including a national ASBPE award for best staff-written column, and was named Marketing Computers hardest working tech journalist on their inaugural list of top tech journalists. Jessica can be reached at jessica.davis@ziffdavisenterprise.com