Ingram Gets Right to the Point
Don’t force customers to think. Give them simple names that immediately identify the services you offer. That sounds like logical advice from The VAR Guy. But too often, vendors ignore it. How else can one explain missteps like Chevy Nova–a car that didn’t sell well in some Spanish-speaking countries because “No Va” means “Doesn’t Go.”
In stark contrast, Ingram Micro is wisely rebranding its Nimax Division as the Ingram Micro Data Capture/POS Division. The distributor is making the change while hosting a major point-of-sale event for 200 solutions providers and vendors in Las Vegas.
The division’s new name certainly sounds logical, but the DC/POS Division’s Web site URL is a bit tricky to remember. The VAR Guy plans to bookmark it for safekeeping.