Denali Reinvents Itself With New Texas Mobile Device Integration Center

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Denali Advanced Integration's grand opening of a new Plano, Texas, facility this month was more than just another expansion by an SP500 power.

The state-of-the-art facility is the culmination of a three-year multimillion-dollar mobile device integration and enterprise subscription services makeover for the Redmond, Wash.-headquartered company. And, it puts Denali, the 2013 winner of the CRN SP500 Mobility Elite award, firmly on the mobility services fast track with Plano as the hub of a fast-growing global business that is already winning over demanding enterprise customers.

In fact, Denali -- No. 116 on the SP500 with $180 million in annual sales -- is already moving 1,500 mobile devices a week in and out of the integration center for CROSSMARK, a leading sales and marketing services company headquartered in Plano, with 36,000 associates in 47 offices around the world including Australia, New Zealand, Canada and Mexico.


[Related: SP500 Spotlight: Denali Advanced Integration: A Titan Of Transformation]

That enterprise services agreement with CROSSMARK is backed up by a full spectrum of Denali subscription services including a help desk that is taking on thousands of calls a month from CROSSMARK associates.

"There are very few companies that do what Denali does," said Rick Webster, vice president of IT operations for CROSSMARK, the "anchor" tenant for the 20,000 square-foot Texas facility. "This is not like going to a call center or a shipping vendor, where there are lots to choose from. There are not a lot of companies that specialize in both mobility logistics and support services."

Denali's no-holds-barred commitment to the mobility device management market and ability to scale the business globally were critical to winning the CROSSMARK business. But, it was Denali's "ability to understand" CROSSMARK as a sales and marketing services business for consumer brands that sealed the deal, said Webster.

"Denali is not only able to handle the large numbers of transactions that we do, but just as importantly, they can empathize with us and our customers," he said. "They were the only company that we found that could really understand our business, how it worked, and be able to scale to our needs, to continue to grow with us as an organization."

The mobile device rollout and services are critical in helping CROSSMARK associates drive sales for leading consumer-branded suppliers by providing samples and stocking shelves for the behemoths like Wal-Mart, Sam's Club, Target, Kroger and more, said Webster.

"With more than 36,000 employees globally, we needed a company that can understand how critical these functions are to our business and then be able to empathize with our employees to solve their needs very quickly from a service desk point of view, or be able to get a device shipped to them immediately," said Webster. "Without these devices and the software our associates can't do their job."

Webster says Denali has hit a "grand slam" from a services and logistics perspective with a rollout that has already reached 9,000 devices with a combination of ruggedized Motorola devices and Android-based smartphones and tablets.

Denali, which has 30,000 devices under management, even integrates and supports devices it does not sell such as Android-based smartphones.

"Denali's ability to configure, box, crate and ship 100-plus devices a day has been spot-on," said Webster. "The shipping logistics that Denali has is very powerful -- that is going to set us apart from our competition."

NEXT: Denali CEO Daher: You Must Think Like The Customer To Win In Mobile Device Market

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