Broadliner ALSO has merged several areas into a new business segment called "Consumptional Business". This business segment (IT as a Service) encompasses offerings related to Platform- (PaaS), Infrastructure- (IaaS), Software-Services (SaaS) as well as Device-as-a-service (DaaS). The foundations for this approach were laid at the Microsoft World Partner Conference in Toronto in 2012 and since then, the offering has been broadened consistently through the ALSO Cloud Marketplace. The Consumptional Business model will be expanded systematically. "An entire emerging generation of decision makers prefers to use rather than buy software and hardware. The economic and technical advantages of this IT as a Service offering are plain to see", said Gustavo Möller-Hergt, CEO of ALSO Holding AG.
Michael Gericks will assume responsibility for the new business segment. He will further develop the entire value chain of this business area for ALSO's resellers. "I look forward to continuing to work together with Michael Gericks in his new role. He is innovative and entrepreneurial. I am confident that he will successfully introduce and implement a wealth of new offers for our customers", Möller-Hergt added.
Gericks joined ALSO in 2013. Most recently, Gericks was Head of Consumptional Sales. Prior to that, he led Digital Services at ALSO Germany. He has also previously held positions as Managing Director and Product Marketing Manager at a technology company in the financial sector in Mexico. He holds a Master's Degree in Business Administration from the University of Münster in Germany. The "Consumptional Business" division ought to be deployed in every country where ALSO has some dematerialized businesses.