Spectrum rebrands itself

According to managing director Nigel Watts, pictured, the approach combines traditional representation with other value add services, including specialised inventory holding and shipment capability for partners with limited channel structure or those requiring a focused approach. Ismosys – an acronym for International Sales, Marketing and Operations Sys-tem – is a demand creation company, adding product sales and design and support services to a traditional repping business. Watts said Ismosys does not compete with traditional distribution channels as the lines it offers are not generally held by the majors. "Ismosys cultivates emerging technologies that are not yet served by global distribution. We also provide technical support to our franchises' distribution channel partners, maximising that business." Meanwhile, Ismosys has signed a rep stocking deal with Cavium Networks, covering the latter's range of communications processors. Watts said: "Cavium is a perfect example of the Ismosys business model. We focus on introducing new semiconductor lines, then supporting our customers' design in activities."