Ingram Micro Ushers In The Age Of Ultra

With the advent of Ingram Micro Ultra, partners are extolling the many advantages they see for their business -- including an even more personalized approach and the use of AI to deliver deeper insight.

Ingram Micro is ready to enter the age of Ultra.

Two years after launching its transformative Xvantage platform, the distributor is taking the next step in its plan to offer a highly-personalized experience to solution providers with this fall’s launch of Ingram Micro Ultra.

Building on the rollout of Xvantage in October 2022, Ultra marks a significant evolution in the Irvine, Calif.-based distributor’s platform strategy, which aims to transform its interactions with solution providers by integrating cutting-edge AI and a tailored rewards system.

The distributor is expected to unveil more details of the forthcoming program at its Ingram Micro ONE event, being held Nov. 6 to 8 in Washington, D.C.

Ingram Micro’s ambitious plan shifts the focus from traditional transactional models to an even more interactive and personalized approach, said Sanjib Sahoo, executive vice president of global technology and chief digital officer at Ingram Micro. The program is designed to offer a tailored experience, leveraging AI to provide deeper insight and more effective solutions for partners through a tiered model, he said.

“Our platform journey has been a remarkable evolution,” Sahoo told CRN in a recent interview. “We are moving toward becoming a fully platform-based company where the majority of our business is conducted through this platform. The introduction of Ultra is a major step in this direction, aimed at enhancing the experience for our partners and employees alike.”

Partners Rave About The Insight Ultra Delivers

Mark Essayian, president of Irvine-based KME Systems, said Ultra will give him real-time, actionable insight “that could significantly enhance our competitive edge.”

“This is a goldmine,” said Essayian. “It can literally look at my data and tell me, ‘Here’s what your customer is going to buy in 37 days. Start marketing to them in 31 days.’ [Ingram Micro is] going to give me the ability to think better about my business.”

He believes the detailed analysis of sales data and customer purchasing patterns he gets from Ultra will be a “game-changer” for his business.

“If Ingram starts giving me that level of insight into my business that I can’t get from my current software, that’s huge,” he added. “For example, if we see that clients who bought [one company’s] switches might be looking for new firewalls soon, we can start marketing those products proactively. They can look at my data, look at my sales-out, and what’s more important, they can look globally at sales-out.”

The value of the data in Ultra is set to drastically improve marketing strategies and operational decisions as well, he said.

“Marketing is often seen as an inexact science, but with [Ingram Micro] it’s more precise,” he said. “You’re not just guessing what your clients might need next. You have data-driven evidence to back up your strategies.”

He added that Ultra’s ability to offer detailed insight into both micro- and macro-level market trends is another significant advantage.

“It’s like having a real-time balance sheet and P&L statement for operations,” he said. “Instead of relying on gut feelings or outdated spreadsheets, we can make informed decisions based on up-to-date analytics. It’s not just about understanding my business. It’s about understanding industrywide trends and applying that knowledge in real time. This is the future of selling and capitalizing on information. If you’re not leveraging it, you’re missing out.”

Joanna Muzzatti, president and CEO of Mississauga, Ontario-based Commerx, echoed Essayian’s sentiment that Ultra’s capability to integrate data from multiple vendors—offering real-time insight that is crucial in making informed decisions—gives her a competitive edge.

“When we’re crafting a solution for a client, Ultra can provide immediate recommendations on which vendors to consider based on their current deals and offerings,” she said. “If cost is a concern, we can quickly identify the best vendor that meets the client’s needs. The platform isn’t just about data. It’s designed to be intuitive and automated. The more you use it, the more you benefit from its features, which helps drive business growth and operational efficiency.”

Ultra’s advanced features and user-centric design make it into a powerful tool for MSPs such as hers, said Muzzatti.

“We’re saving hours of time each day because everything we need is in one place,” she said. “This integration allows us to focus on strategic growth rather than chasing down fragmented pieces of information. With the insight Ultra provides, our conversations with clients will be more meaningful and strategic. If we’re discussing an upgrade to a client’s infrastructure, we can reference real-time industry trends and competitor actions, helping them evolve faster and stay ahead of the curve.”

In addition, the distributor’s strategic use of incentives is designed to encourage MSPs to dive deep into these analytics, according to Ingram Micro.

“Xvantage was already ahead of its competitors, but Ultra takes it to the next level. It ties everything together in a way that’s deeper and more connected, which makes our interactions with Ingram and our clients more valuable,” Muzzatti said. “The Ultra program helps us make more informed and proactive decisions. It’s not just about managing data, it’s about transforming how we interact with it and, ultimately, how we deliver value to our clients.”

Transitioning To A Model Of ‘Interaction’

The core of Ultra revolves around its ability to create highly personalized experiences through AI. As partners engage more with the platform, it learns from their interactions, refining its recommendations and offerings to better suit solution providers’ needs.

“With Ultra, we are transitioning from a transaction-based model to one of interaction,” said Sahoo. “The program is designed to reward partners not just for their transactions but for their engagement and loyalty. By leveraging Ingram Micro’s 40 years of data and solutioning capabilities, we can offer a more comprehensive and customized experience.”

Robert Bell, director of operations at Lake Park, Fla.-based Integrated Data Technologies, said Ultra will give solution providers a leg up that will make it easier for them to do more business with Ingram Micro.

If partners can find all the trends and insight they need with Ingram Micro, he said, why would they go elsewhere? “I think that’s the concept that Sanjib is talking about with Ultra,” he said. “If I can give you incentives to stay here, to live here, to be here and to give you information that you need to be more successful in your business, why wouldn’t you want to do it?”

Ultra will feature a global rewards system, tailored to support each partner’s growth and transformation. It also includes the AI Growth Track, which focuses on helping partners integrate AI solutions into their business strategies.

“The AI Growth Track is particularly exciting,” Sahoo said. “It will provide partners with a detailed AI maturity assessment and guide them through different stages of AI adoption, from optimization to innovation. This track will help partners understand and leverage AI effectively based on their specific needs and market conditions.”

In addition to AI, Ultra will offer various growth tracks and rewards designed to cater to diverse needs within the partner ecosystem. The platform’s advanced AI capabilities will ensure that recommendations and incentives are highly relevant and actionable to partners.

“Our platform is designed to be intuitive and automated,” Sahoo said. “The more partners use the platform, the more they benefit from its features. This not only enhances their experience but also drives business growth and efficiency. Our goal is to remove complexity from their daily operations and allow them to focus on strategic growth.”

Supporting Partners ‘Throughout Their Journey’

Ultra also will offer partners a host of benefits, including business insight and technical training through three tiers: Essential, Advanced and Elite.

“This tiered structure allows for a flexible and rewarding experience, whether partners are deeply engaged with us or looking to invest further to access premium benefits,” said Jennifer Anaya, senior vice president of global marketing at Ingram Micro. “Our data revealed that on average, our customers purchase six different items per order, often spanning multiple brands. This insight highlighted the need for a rewards system that supports our partners throughout their journey, helping them navigate their growth and enhance their business potential.”

The rewards are designed to provide valuable insight into business growth opportunities and trends, according to Anaya.

“We want to help our partners understand their business dynamics, compare their performance with other users and identify key growth areas,” she said.

In addition to insight, partners will receive technical skilling support, which will address gaps in technical knowledge and enable their teams to handle new products and services effectively.

“We recognize that many of our partners may not have all the technical expertise in-house,” she said. “Through training and enablement, we aim to equip them with the skills needed to expand their portfolios and drive higher profitability.”

Similar to airline loyalty programs, partners can earn their way into higher tiers based on their engagement and purchases. One of the unique aspects of the program is its global reach and localized incentives, according to Anaya.

“Ingram Micro operates in over 50 countries, and while the program is global, some rewards will be tailored to local markets,” she said. “This ensures that partners in different regions can benefit from incentives that align with their specific needs and opportunities.”

Anaya reiterated the importance of Ingram Micro’s plan to integrate technology-specific growth tracks, including the new focus on AI.

“We are launching growth tracks around key technologies, starting with AI,” Anaya said. “These tracks will be part of Ultra, making it easier for our partners to access comprehensive information and resources in one place.”

And the impact of these tailored recommendations is expected to be substantial, according to Anaya.

“By providing our partners with detailed insight and trends, we enable them to serve their end customers more effectively,” she said. “This enhances their role as rusted advisers and helps them make informed decisions, ultimately driving better outcomes for their customers.”

Ultra Offers ‘Unparalleled Value And Support’

The launch of Ultra reflects Ingram Micro’s broader strategy of merging digital innovation with personalized service. By integrating feedback from partners and staying ahead of industry trends, the distributor aims to continually refine and expand its platform capabilities.

“Our approach is centered on listening to our partners and evolving our platform to meet their needs,” said Sahoo. “We are committed to creating a more engaging and productive experience, one that stands out in a competitive market. Ultra represents a significant milestone in this journey, offering unparalleled value and support to our partners.”

To support partners in maximizing the benefits of Ultra, Ingram Micro will provide access to a dashboard that tracks progress and offers localized support from technology experts.

Anaya said the program is poised to revolutionize how Ingram Micro collaborates with its partners and vendors. By providing tailored rewards and a range of incentives, Ultra aims to support partners in optimizing their business strategies and technical capabilities.

The incentive program also represents a significant step forward in Ingram Micro’s commitment to fostering strong partnerships and driving mutual success. As Ultra rolls out, partners can look forward to a more engaging and rewarding experience that supports their growth and enhances their ability to serve their customers effectively.

“We want our partners to have a clear view of their performance and the resources available to them,” Anaya said.

Commerx’s Muzzatti said seeing the resources Ultra will offer “was an eye-opening moment.”

“It was like the final piece of the puzzle coming together,” she told CRN. “The ability to have such comprehensive visibility in one place is exactly what we’ve been waiting for.”

The Evolution Of Xvantage

As Ingram Micro continues to develop the Xvantage platform with the upcoming launch of Ultra, early adopters of Xvantage have seen huge gains in efficiency and customer satisfaction.

It used to take Chris Ploessel two to three business days to get special pricing and deal registration approvals when transacting through Ingram Micro, but that was before Xvantage. Now, he can get what he needs within an hour.

“The ability of Xvantage to integrate with other vendors’ platforms has saved us a ton of time,” said Ploessel, president of Aliso Viejo, Calif.-based RedNight Consulting. “Integration has shortened our sales cycle dramatically, making our ordering process much simpler and faster.”

In addition to simplifying transactions, the Xvantage platform has modernized the company’s approach to pricing and ordering.

“We now have real-time access to pricing, eliminating the need to call and get prices manually,” he said. “This refresh has allowed us to keep pace with competitors who already use integrated platforms.”

The experience that Ingram Micro has offered with Xvantage is all about ease of use. Robert Bello, vice president of sales at New York-based Bit by Bit, spends nearly all of his working hours on the Xvantage platform and highlighted how the improvements have made his job more manageable.

“I can now quickly place orders, look up pricing and handle quoting directly through the portal. It’s a huge time-saver.”

He said the value of having real-time access to quotes and the ability to collaborate with presales engineers directly through the portal is a huge benefit.

“It’s fantastic to be able to get a quote on the spot and discuss it with a presales engineer without having to leave the platform,” he said. “This seamless interaction has made the quoting process much smoother.”