Ingram makes an i-mate

Ingram makes an i-mate

Smartphone vendor looking to expand reach with third distributor

Global smartphone vendor, i-mate, has signed Ingram Micro on as its third local distributor.

The i-mate phone range includes the entry-level JAMA and SMB and enterprise-friendly Ultimate lines. The vendor also distributes through Cellnet and Strike.

i-mate business development director APAC, John Wagner, was adamant there would be no competition between the distributors.

"Each distributor specialises in different areas. Ingram Micro is strong with the IT channel, Strike with accessories and Cellnet for telco shops," he said.

The vendor planned on leveraging Ingram Micro's extensive reach and breadth to capitalise on i-mate's price points and market various differentiating services, such as i-Q, which is free to the user and allows them to customise the devices, Wagner said.

Ingram Micro product manager of mobility, Michael Persoglia, said the i-mate range was important in the distributor's ongoing plans to expand its mobility portfolio.

"The i-mate range brings Windows Mobile capabilities to a broader audience, rather than remaining exclusive to the high-end market," he said.

There were opportunities for bundling the devices with peripherals such as SD cards, Bluetooth and GPS technology, Persoglia said.

He identified Dick Smiths as the initial retail push for the range.

"We'll also be offering the products to specialist solution provider resellers - we see good opportunities in areas such as credit card swiping technology," Persoglia said.

The initial focus for Ingram Micro was to get the i-mate range established and expanding.

"Once it's growing nicely we'll look to take on other vendors in this space, but we're not looking to have too many vendors, as it becomes difficult to give them the right level of representation," Persoglia said.

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