NCR Tabs Bravman As Its First Chief Marketing Officer

NCR Corp.’s hiring yesterday of Richard Bravman as its first chief marketing officer offers more evidence that the company is transitioning from its traditional role as an ATM manufacturer to a technology company involved in a wide-ranging line of businesses.
Bravman, whom NCR also named vice president of corporate development, says he will assist the Duluth, Ga.-based company in forming partnerships with other companies and with purchasing smaller businesses that present opportunities in untapped markets.
“NCR is involved in retail, health care, travel and entertainment,” Bravman tells PaymentsSource.com. “We must challenge ourselves to develop a coherent voice within the company and form strategic alliances to grow the business.”
Indeed, NCR is using its manufacturing expertise to solve problems for businesses, says Gil Luria, an analyst with Wedbush Securities in Los Angeles. “Instead of just manufacturing ATMs and cash registers, NCR is developing health care check-in kiosks and airline check-in kiosks, which enables businesses to interact more easily with their customers,” he says.
Bravman, 54, has a strong background in technology. Before joining NCR, he was chairman, president and CEO of Intelleflex Inc., a Santa Clara, Calif.-based manufacturer of radio-frequency identification technology used to track products. Bravman also was vice chairman and CEO of Symbol Technologies, a Holtsville, N.Y.-based manufacturer and supplier of mobile data-capture and delivery equipment.
Although Bravman is new to NCR, he is well acquainted with two of its top executives. While at Symbol, Bravman hired Bill Nuti as the company’s chief operating officer and chief information officer. Nuti now is NCR’s chairman and CEO. Bravman also hired John Bruno as Symbol’s chief marketing officer. Bruno now is NCR executive vice president and Bravman’s immediate boss.
Bravman, who will work at the company’s offices in Manhattan, will lead a team 180 employees in Duluth, New York and other locations throughout the world.