DICE Gets Aggressive, Hires Witt

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DICE Electronics is not one of the companies seeing its profits dwindle. The maker of iPod-connection products for car radios said it grew 35 percent in 2009 and 400 percent the year before.
It recently hired Steve Witt, formerly VP marketing and product planning for Alpine Electronics. Witt’s mission, as new DICE executive VP sales and marketing, is to help double the company’s aftermarket sales this year.
“I feel strongly that the engineering-based agile companies like DICE are the biggest opportunity for growth in the aftermarket. DICE has a more broad-based strategy to bring products to market and it’s not encumbered by the old ideas that the aftermarket is simply replacement of equipment,” said Witt. “This is an add-on upgrade strategy that appeals to a very large customer base.”
DICE currently has about 1,000 retailer accounts and will get aggressive this year about expanding distribution. The company is also planning to focus on dealer training and dealer support through merchandising materials, its said.
Jim Lucas continues as VP sales at DICE. Also Witt continues as chairman of the 12-Volt Awareness Initiative board. An update on the 12 Volt-Initiative: it is planning funding now for the next campaign.
DICE introduced the Media Bridge OEM interface system in January at the Consumer Electronics Show. It showed privately a 4-inch add-on screen that would allow users to get text/email messages, said several industry members although DICE would not confirm this or offer more details.
We expect to be hearing more from DICE by way of innovation and expansion in the next few months.

Photo: Steve Witt becomes DICE VP sales and marketing

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