Dell EMC today announced that Jonas Bogoshi will take on the role of Channel  Director for Dell EMC, SADC in February 2017.
Jonas joined EMC as country manager in 2015 with 24 years’ experience in the Information and Communication Technology (ICT) sector. Jonas is known for his versatility, commitment to excellent business principles and living up to service provision standards with vast work experience as a service provider, a customer in the ICT industry, and being a local and multinational systems integrator . He has also been part of major restructuring processes of an established multinational subsidiary, driving growth of a new multinational in South Africa and executing a fundamental turnaround of an ailing public sector institution.

From soccer to motor racing to cosmetics, technology-based distribution company Imajinn, was used to execute, what turned out to be successful, promotional campaigns.

Is this the best f1 simulator… in the world?

“Imajinn is becoming synonymous with offering out-of-the-ordinary solutions to advertise brands,” says Imajinn MD Paul Ingram. The company owns the onlyCruden Hexathrill Formula Style Six Point Motion Driving Simulator (Hexathrill Formula) in South Africa. The company uses it for brand activation, promotional awareness and consumer draw card for its clients.


The following article is extracted from theTop Gearwebsite.
Visit: Our acknowledgments to Top Gear.

In a dark room not entirely unlike the set for Blade Runner a genuine LMP2 test driver called Thomas asks some awkward questions. "Are you physically fit? Have you eaten recently? Do you need the bathroom?" Not really. Can't remember. I didn't until now. "The steering wheel is weighted up to 70kg through corners and the brake pedal up to 200kg at racing speed. You will also experience around 2G through corners so you need to be physically fit to control the car. "And if you have eaten you may want to wait - about four per cent of people vomit. And don't look at the side screens. They project 300 frames per second for an impression of speed and make some people unwell. This can also make you want to... use the bathroom."

We're at I-Way in Lyon, France. It's a €6million complex, home to €6million worth of professional driving simulators. There are 18 in total - six F1 cars, six rally cars and six endurance cars - and they're the only ones of their kind this side of Abu Dhabi. And they're not some fairground lash-up - the visual grammar is spot on. Three rooms house each sextuplet of "consoles", all of which are based on real racers.

The F1 area's got six Cruden simulators, which look rather similar to Toyota's 2008 TF108. They have a fiberglass and carbon composite monocoque chassis, quick-release steering wheel, Nomex F1 seat and six-point harness. The rally room's filled with six equally convincing husks. They're genuine Citroen C2 bodyshells plucked from the production line (minus the engine) and modified to look like Junior World Rally Championship racers. Then there are the enduros - they've got a proper Dallara chassis with bodywork taken from a mould of the Pescarolo C60 Courage.

Underneath, each car's hooked up to a Cruden Hexatech six-degrees-of-freedom electronic motion platform, which throws the cars in every fathomable direction to create the sensation of pitch, yaw and roll as the driver accelerates, brakes and corners. This, then, is pretty serious stuff. And could explain why we've been forced to wear a full race suit, silly FIA-approved driving shoes and why our instructor, Thomas, is rather well qualified to explain the workings of what is, ostensibly, a computer game. He finishes the requisite ten-minute driver briefing and walks us towards what he says is the closest thing an ordinary human being can get to driving an F1 car...

After you've slid into the cockpit, six giant hydraulic rams shove you 72cm in the air with an alarming shunt. Contemplating three large flatscreens, Thomas adjusts the two-pedal box - one for accelerator and one for brake - tightens the harness and says "This is the kill switch. Driving these simulators can feel uncomfortable - if it gets too much just press this button and it will shut down."

"You have seven gears, a paddle shifter, no clutch, 800 horsepower and no ABS. This behaves just like a real F1 car so find the shortest route through corners, brake heavily, accelerate heavily and try not to crash."

Whether it's the convincing preamble or the fact I'm sitting in a very compelling F1 replica, I'm a bit terrified.

Lots of beeping happens then the 100 decibels of bright, deafening engine noise is broadcast directly into my cochlear. At the same time the hydraulic tentacles, which were originally destined for aviation training simulators, gently massage my coccyx while the screens load. We're driving the road course - you get a choice of two circuits, this one (which isn't based on a real track - the licenses are too expensive) and a moon course with reduced gravity - and we're about to embark on three minutes of qualifying before our seven-minute race.

After a blinding whiteout, the screens reveal I-Way's graphics quality. Convincing, yes, but not quite Forzaesque richness of detail... But this place isn't just about the visuals - the alliance between Thing and Self is uncannily racecar. You're a bit uncomfortable. It's too loud. And it's all extremely intimidating.

The start lights drop to green, you prod the throttle, and the entire car bucks backwards. Change up and you're kicked sternly in the lower back, and, just like we imagine the real experience is, crashes are utterly, deeply horrid. When nosecone meets Armco the platform plunges the car's face into the ground, pushing your shoulders into the harness. Conspired with the platform flinging you into a simulated spin, the screens beam the whole dizzying, nauseating affair into your eyes with such realism that you can quite believe Thomas' vomiting concerns.

For better and for worse, it's perfectly immersive. And the same can be said for the rally and LMP1 stages. But what's remarkable is watching after you've had a go for yourself - the angles each car achieves on the platform don't seem anywhere near as extreme when you're actually "driving" the car. Which, surely, is a barometer of successful simulation.

So, how much does it cost to get this close to driving a Formula One car? And risk reviewing your lunch for a second time? Three minutes qualifying and seven minutes racing in an F1 car costs 90 Euros while the rallying and LMP1 start at 75 Euros. Which is expensive. Still, it's not quite as pricey as the $1000000 Lotus T125 Jeremy drove last season. And Jean Alesi won't play with your genitals. To find out more, visit the I-Way website.


‘Seeing is believing’– the old adage goes. If you need someone to believe something, the chances are better if they can see it.  This increases drastically if your target audience can experience it.

Enter Imajinn, a technology-based distribution company for the media and communications industry.

“Augmented Reality (AR) is a method of mixed reality where live video and 3D virtual components merge to make an interactive experience,” explains Imajinn’s MD Paul Ingram. Paul says by using standard webcams and AR software any image can be converted into the anchor for the 3D holographic content.


What is it?

The conversion is achieved by using image recognition and motion tracking. The software can be loaded on to an existing website or be downloaded for use on laptops or cell phones.

In layman’s terms AR is augmenting live video by altering and adding 2D or 3D. The software instructs the webcam which image to identify and generates the 3D content onto a viewable item. The image moves as the viewer moves the item. Content is interactive enabling the viewer to, for example, change the colour of a car. “Practically anything is possible,” says Ingram.

“The software was used in the movie Avatar,” Paul explains. “The producer waited 11 years for the technology allowing humans to be augmented. By using augmentation real personality is added to the characters.”

Successful campaigns

Campaigns implemented by Imajinn include Kellogg’s and Nissan Juke. Kellogg’s used an AR recognisable image on its cereal box for its target market to play a virtual game. The application was used in stores and online. All participating stores sold out of the product within a week. Conventional marketing methods were used in other stores. Sales for stores which made use of the software increased by 223% compared to those using conventional marketing methods.

For Nissan Juke Paul says the company set a pre-order target of 500 units. “Making use of AR in its campaign achieved in excess of 1 000 pre-orders.”

Use and advantages

The software can be used in conjunction with most mediums. “There are no limits,” says Ingram. “It can be used on print, packaging, bill boards, computers, cell phones, TV and radio if linked to the station’s website.”

AR can be added to any existing ad campaign, unlike similar technologies which have to be built around one. “AR can be added to an existing ad without affecting the design in any way,” says Ingram.

 “It is relatively expensive,” Paul concludes. “However, one needs to take the target market into account, the extended reach and the fact that sales for products using AR exceed those that don’t.”

Paul says that 2010 statistics reveal that AR is one of the top 10 disruptive (audience stopping power) technologies in the world and is rated among the top five social media in existence.

Imajinn has exclusive distribution rights for the African continent.

AR was developed by Total Immersion.

*Examples of AR in action can be viewed Additional information from Paul 011 513 7700.