Ingram Micro unit targets white box market

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Ingram Micro unit targets white box market

Technology distributor Ingram Micro is creating a unit to focus on delivering PC components to "white-box" system builders in the US.

The unit will help system builders quickly roll out PCs by offering cheap components, technical support and prompt delivery of supplies.

Components from Intel, Advanced Micro Devices, Seagate Technology Hitachi, Maxtor and Western Digital, among others, will be available to Ingram Micro customers.

White boxes are PCs assembled by local resellers or distributors and sold without a major brand name, primarily to small businesses. Individually, the white-box system suppliers make and sell a small number of PCs, but collectively they represent the largest percentage - around 37% - of PCs sold each year in the US, according to Gartner and IDC. Worldwide, more than half of all PCs sold are white boxes, both companies said.

Previously, components for both unbranded systems and large brands were handled by the same purchasing and marketing departments at Ingram Micro, but the new business unit will have its own purchasing and sales departments devoted to unbranded system vendors.

The company operates similar business units in Europe and Asia for white-box customers, and is starting to develop a white-box organisation in Canada.

System suppliers will be eligible for technical support and marketing assistance if they commit to purchasing a certain number of components from Ingram Micro.

Tom Krazit writes for IDG News Service


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