Tech Data to operate as a unified global brand

Tech Data has introduced its new identity, now operating as a unified brand in all of its markets throughout the world.

The company says the re-brand highlights their expanded reach and capabilities as a global leader in technology distribution and services.

Following the company's acquisition of Avnet's Technology Solutions business earlier this year, Tech Data has established a single global brand, aiming to capitalise on the full reach, efficiency, and technical expertise of its new combined organisation.

It says channel partners will now see increased benefits, as they are given easier access to a wider end-to-end portfolio of products, solutions, and services.

Bob Dutkowsky, Tech Data chairman and CEO says, "As we evolve our business in anticipation of what's next, the Tech Data brand has evolved as well and today we are proud to introduce the new Tech Data and the next chapter in the history of our company.

"Our new global brand is centred on the proven strength of the Tech Data name and provides a unified promise of integrity, expertise and excellence. Tech Data serves as a beacon in the IT channel—central to our customers' and vendors' success.

Tech Data has grouped its offerings into two primary solutions portfolios under the Tech Data brand, which are;

• Endpoint Solutions portfolio, previously known as the company's broad line offering, primarily includes PC systems, mobile phones and accessories, printers, peripherals, supplies, software and consumer electronics.

• Advanced Solutions portfolio includes primarily data center technologies such as storage, networking, servers, advanced technology software and converged/hyper-converged infrastructure. This portfolio also includes next-generation technologies such as cloud, IoT, mobility, security and analytics solutions.

Tech Data's technology solutions, as well as its services offerings, including lifecycle, CRM, integration and supply chain services, span its Endpoint and Advanced Solutions portfolios.

The company is also going to market with three specialised solutions: Datech Solutions, Maverick AV Solutions and Global Computing Components.

Azlan, Tech Data's pan-European enterprise specialist brand, will be transitioned over time and will be incorporated into the company's Advanced Solutions portfolio.

Dutkowski adds, "Tech Data has become a company that delivers business outcomes—not just products—and we're excited for the future of our company as we help connect the world with the power of technology.