Crank Expands Global Reach with New Distribution Partner AdvanTRAK

Ottawa, ON – April 30, 2025 – Crank Software, an innovator in embedded GUI development solutions and HMI development services, is excited to announce its new partnership with AdvanTRAK, an authorized distributor of Crank’s flagship embedded GUI development platform, Storyboard, in Bangalore, India. 

This partnership marks a significant milestone in Crank Software’s expansion efforts across Asia, providing easier access and localized support to embedded development teams throughout the region. AdvanTRAK’s deep industry knowledge and regional reach make them the ideal partner to support companies looking to create high-performance, design-rich graphical user interfaces for embedded devices. 

“We’re thrilled to welcome AdvanTRAK as an authorized distributor of Storyboard in India,” stated Nick Deeble, Head of Global Sales at Crank. “Their strong technical expertise, industry connections, and dedication to customer success align perfectly with Crank’s mission to simplify and accelerate the embedded GUI development process.” 

With Bangalore serving as a major hub for innovation in embedded systems, this collaboration opens the door for more teams to leverage Storyboard’s powerful, time-saving features—such as parallel workflow support for designers and developers, flexible hardware compatibility, and rapid prototyping capabilities. 

“We are proud to partner with Crank and bring the power of Storyboard to our customers in India,” said Vincent Babu, VP of Sales at AdvanTRAK. “With Storyboard’s proven ability to accelerate development and deliver exceptional user experiences on embedded devices, we look forward to helping companies across the region create world-class products faster and more efficiently.”   

Storyboard is used by global brands across industries including automotive, medical, industrial, and consumer electronics to create modern, engaging user experiences on embedded devices.   

“This partnership is an exciting opportunity to better serve the growing demand for intuitive, high-performance UIs in India,” added Manikant Ojha, Business Development Manager at Crank. “Working alongside AdvanTRAK, we’re confident we can help embedded product teams overcome UI development challenges and bring their products to market faster.” 

For more information about AdvanTRAK, please visit: http://www.advantrak.com 

 

ABOUT ADVANTRAK 

AdvanTRAK is a well-established Product Solutions and Distribution Company with a reputation for innovative and lasting results. Their experience in Industrial, Automotive, Défense, Avionics, Medical, and Public Sectors is extensive, and have a proven track record of selling to major companies located in India and the Middle East. What sets AdvanTRAK apart is their unwavering commitment to excellence and its deep expertise in delivering high-quality product solutions, supported by exceptional customer service, technical support, and comprehensive training. 

 

ABOUT CRANK 

Crank is a Canadian-based innovator in embedded graphics solutions and software services that help accelerate the design and development of the modern UI experience for tomorrow's embedded devices. Supported by a global distributor network, Crank is driving innovation and speed to market for brands wanting to deliver unmatched performance and delightful customer experiences. With close to two decades of domain expertise in embedded graphics applications development, brands like Coca-Cola, John Deere, and GE Appliances rely on Crank for bridging the gap between vision and exceptional user experiences. To learn more, visit https://www.cranksoftware.com 

Crank AMETEK is a Business Unit within the Ultra Precision Technology Division of AMETEK, Inc., a leading global provider of industrial technology solutions serving a diverse set of attractive niche markets with annual sales over $7.0 billion.