Ingram Micro

Ingram Micro

Apay Obang-Oyway, head of software

Apay Obang-Oyway, head of software and mobility, Ingram Micro

Ingram Micro goes under the microscope, with head of software and mobility, Apay Obang-Oyway


7 Clarendon Drive,
Milton Keynes,
0870 405 3705

What are the key areas your business concentrates on distributing?

Ingram Micro is a major global distributor for IT products. Worldwide, the organisation distributes for over 1000 vendors in the key areas of systems, peripherals, software and mobility, and networking.

Within the software and mobility team our key focus area is around convergence. Ingram has been developing resources and capabilities in this

area for the past 18 months in the UK and provides both IT and airtime resellers a comprehensive service, from easily attached airtime, to notebooks, to unified communication solutions.


What is your company’s USP?

Simply, all the benefits of broad line distribution with specialist attention in the mobility area.

Within our software and mobility division we have 12 product sales specialists, who are trained to the highest standard to ensure that they can advise customers on the best of breed technology.

Again, managed as a specialist function Ingram has a well resourced, fully trained post sales customer support team, to assist all our customers in delivering on their commitments to their customers. This team is fully focused on delivering an excellent customer experience for our customers and their customers, and has an intimate knowledge of the mobility contracts.


Where are you investing in or expanding your portfolio?

Within the software and mobility team, we are making a conscious effort to promote convergence from our portfolio of vendors.

We are focused on building capability within our customer base, educating our customers to identity opportunities and to effectively promote convergence to their end customers.

The vision is to achieve a greater customer order yield by enabling our customers to grow their average order value basket. This is all in an effort to ensure that our customers are even more successful.


What are the hot trends going forward for distribution in your area?

Some of the current and continued growth areas of business are virtualisation, mobile computing, unified communications, storage and security. These are areas that Ingram has been continually promoting, and offering pre-sales, events and specialist sales teams to enable resellers to succeed in.

Mobile computing is an especially hot topic at the moment, which we will be showcasing at events over the coming months.


What is at the top of your company’s agenda for the next 12 months?

For mobility, our focus remains on helping customers make money!

Providing simple web enablement for attachment opportunities, assisting technically in areas in of convergence, identifying areas where resellers can increase their margin, and making the transactional business as simple as possible.


What are your top tips for dealers selling your products?

Understand the business challenge first.

Scope out the whole solution, including hardware, software, mobility and networking.

Contact your extended sales force at Ingram Micro’s software and mobility division for support on scoping the solution.

Maximise all opportunities by attaching relevant products.


What are your latest or up and coming dealer incentives?

Blackberry T-Support pricing reduced by 10% from April.

T-Mobile Broadband PAYG USB stick now under £20 trade price.

For daily offers and quotation contact the mobility sales team.

Airtime: T-Mobile – Vodafone
Handsets: Blackberry – HP Smart Phones – Nokia
Accessories: Genuine makes and models of mobile accessories.
Services: Blackberry servers and licensing, Blackberry T-Support, mobile broadband, unified commucommunications, training and installation.
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