BlueStar Announces Santiago Arias as New General Manager of Latin America Division

Florence, KY, August 14, 2008 --( BlueStar, the leading innovator in solutions-based distribution for Auto ID, Point-of-Sale, RFID, and Mobility products, is proud to announce the recent addition of Santiago Arias to the BlueStar Latin America team.

Arias will be at the forefront of BlueStar's global expansion initiative, which recently included a European acquisition. He will hold the title of General Manager for BlueStar's Latin America division, and will lead the BlueStar Latin America team in its efforts to further expand into the Latin America market. This will include bringing more vendors' products into BlueStar for distribution, increasing sales of current vendors' products, and broadening their Latin America marketing and sales presence. In addition, Arias is trained in BlueStar's FUSION business-development program and will help integrate the program with Latin America VARs throughout the region.

"BlueStar Latin America is now pleased to present a new and novel initiative to assist its clients in further development of the market. The tool, known as FUSION, is a demand generation tool that already has a proven track record in the BlueStar North American market. Its use has been a major contributor to the creation of significant gross revenues that have typically never been seen in the industry before," says Santiago Arias, General Manager of BlueStar Latin America.

"Santiago Arias brings a level of technical knowledge to BlueStar Latin America that had not been noted before. His experience in technical support of POS, AIDC, RFID, and Mobile solutions products in the Latin America/Caribbean region, as well as his sales support experience gives him the knowledge base to lead BlueStar Latin America to the forefront of industry distribution," says Mark Fraker, BlueStar VP of Marketing.

Before becoming General Manager of BlueStar Latin America, Arias worked for BlueStar as Latin America Technical Director. This position consisted of providing technical support for BlueStar Latin America VARs, including pre- and post-sales support and solutions consulting.

Prior to BlueStar, Arias held the title of Manager of Technical Support for the Miami division of Javelin Systems. In this position he provided Latin America/Caribbean technical support and product implementation, as well as giving product certification courses.

About BlueStar
BlueStar is a leading solutions-based distributor of Point-of-Sale, barcoding, data collection, radio frequency identification (RFID), and wireless mobility products. BlueStar works exclusively with VAR Partners, providing them with complete solutions at competitive prices. The company brings unequaled expertise to the market, offers award-winning technical support, and is an authorized service center for a growing number of manufacturers. For more information about BlueStar, please contact a BlueStar Account Executive or log on to

Kacey King