Tech Data has divvied up its product offerings into two separate portfolios as part of a global rebrand in the wake of last year's acquisition of Avnet Technology Solutions.
The distributor's offerings will now come under two umbrellas. First is Tech Data Endpoint Solutions, which covers a broad range of products typically aimed at consumers such as PCs, mobile phones and accessories, printers, peripherals, supplies, software and consumer electronics.
The other portfolio is the enterprise focus called Tech Data Advanced Solutions, which includes data centre technologies like storage, networking, servers, advanced technology software and converged and hyperconverged infrastructure. It also includes Tech Data's next-generation products like cloud, IoT, mobility, security and analytics solutions.
Tech Data said that services such as lifecycle, CRM, integration and supply chain services would span both portfolios.
Chief executive Bob Dutkowsky said Tech Data would now operate as a unified brand across all its markets.
“As we evolve our business in anticipation of what’s next, the Tech Data brand has evolved as well. 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," he said.
Tech Data was traditionally known as a mainstream distributor with its strengths in the SMB side of the channel. When the distributor finalised its US$9.65 billion acquisition of Avnet in March, Tech Data grabbed a larger chunk of the enterprise market, and expects to grow its data centre revenue share from 29 percent to 45 percent.
Tech Data also entered the Asia-Pacific market for the first time through the Avnet acquisition. Australia's Tech Data lead Darren Adams left the distributor in July after five years at the helm, and is yet to be replaced.