Home Technology BlackBerry Ltd Partners With Ingram To Expand BB10 Reach

BlackBerry Ltd Partners With Ingram To Expand BB10 Reach

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BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) has entered into a partnership with Ingram Micro Mobility to enhance the distribution of BB10 smartphones in newer markets all over Canada, according to a company press release. Ingram has a strong network of VARs (value-added resellers), mobile carriers, and other retailers, which could be of immense help to the Canadian firm.

Partnership to help BlackBerry expand reach

The pact could trigger substantial revenue flow for the Canadian Smartphone maker, who is working towards achieving breakeven cash flow. Ingram Micro Mobility handles all unlocked device distribution for Motorola in Canada. Following the deal, BlackBerry can expand its distribution horizon and reach by leveraging Ingram Micro’s supply chain expertise, rapid infrastructure and unique channel reach to value added resellers, system integrators, wireless carriers, retailers and other service providers.

Matt Reaves, Head of Global Distribution at BlackBerry, said that Ingram Micro is a significant partner for BlackBerry across the world. Reaves added that the partnership will make it easier for customers across Canada opting for productivity and security to find the BlackBerry 10 smartphone to meet their needs. Steve Roberts, executive director of Ingram Micro Mobility Canada, noted, “We are excited to be working with BlackBerry to bring their extensive BB10 smartphone portfolio to more Canadian retailers.” Roberts added that Ingram’s distribution channel will enable more partners to offer BlackBerry products.

There were no further details forthcoming from BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) on where and when its BB 10 devices will be added to Ingram’s supply chain, but the firm indicated that specific information will be added to the company’s website soon.

Ingram handles Latin America for BlackBerry

Last year, the two companies entered into a pact to distribute BlackBerry smartphones across Latin America. Anthony Mackle, acting president of Ingram Micro Mobility Latin America, said at that time that the synergy from the combination of extensive infrastructure, over the top logistics capabilities and strength of sales force will allow both companies to develop and improve the distribution network of the BlackBerry smartphone portfolio.

The Waterloo Ontario-based company is determined to turn things around. Recently, CEO John Chen talked about the ongoing major changes at the company on his LinkedIn profile. He said that unlike other CEOs, who do not want to be associated with a company in its turnaround phase, he is in it for the long haul.

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Aman Jain
Personal Finance Writer

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