IMCE’s Bamrick, on ‘Commercializing’ CE

Dealerscope spoke with Tom Bamrick, executive director and general manager of Ingram Micro Consumer Electronics (IMCE), on the heels of the distributor’s annual Spring Vendor Expo at the Westin Kierland Commons in Scottsdale last week. Here’s what he had to say about company initiatives and the goals set at the Show for the balance of 2014:

Dealerscope: How has the CE business changed in recent years and how is IMCE helping dealers to adapt?

Bamrick: The CE business used to be dramatically different from the IT small-to-medium enterprise resellers businesses I’d grown up selling to. Those lines, though, are starting to blur more and more every day.

At our Expo, one thing I talked about this year was our commercializing consumer electronics. It’s not a one size fits all, and isn’t applicable to everyone, but when you look at some of our installers or vendors who’ve grown up with us in the consumer space, their technologies and skill sets are starting to bleed over into different areas that present commercial opportunities for them. It all cascades over into the boardroom, into office space, and into small-to-medium businesses. Also, some of the manufacturers are starting to offer bundled solutions. There are definitely certain pockets where the lines are blurring more and more every day. A gaming console is a PC these days.

DS: Speaking of gaming, you mentioned there that gaming is becoming increasingly important to the female demographic.

Bamrick: Not only did I call out gaming but also home automation. That technology is coming at us like a freight train. Home automation, in terms of the demographic and how you effectively position it – it’s a combination of a male-female environment. The ease of use across multiple devices, and one or two applications that drive the majority of it – that’s home life. You see it when you have a partnership with a vendor like Samsung, who’s strategizing around the entire home ecosystem – from the garage door opener to the refrigerator, to the washer, to the TV to the audio system to the mobile device. You need to consider the demographic of the user, and what kind of adoption curve will occur there. I put my bet on this: the faster you can market to the female demographic, the faster the acceleration curve will be of people embracing it.

Editor in chief of Dealerscope
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