Wincor Nixdorf AG is changing its U.S. business model, shifting from a centralized unit based in Austin, Texas to a more dispersed structure.

The German automated teller machine maker launched a hiring campaign this week, it said. It plans hire staff for its business in the East, which will be based in Atlanta; for Central, which will be based in Austin, Texas; and for West, which will be based in San Francisco.

"The main driver was customer demand. We had to be very close to our customers. The people on the key accounts need to be located where the customers are," said Oliver Weber, Wincor Nixdorf's chief executive for U.S. operations. "They need to know the local football team. They need to be on that account everyday."

Wincor Nixdorf is trying to become a bigger player in the U.S., Weber said. It works with major U.S. banks including JPMorgan Chase & Co. of New York and Wells Fargo & Co. of San Francisco.

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