Fall 2011 issue of Horizons

FEATUREs

Technology Perspectives and Profiles RubinBrown asked three of its clients working in the technology industry to share information about their companies, the impact of technological advances, as well as some predictions for the future.

Custom Communications, Inc. Rick Fessler Chief Operating Officer An exclusive premier AT&T retailer

Year Established:

1985

Revenue:

$10,000,000

Number of Employees: 85 Number of Locations: 17

How have technology advances affected your business? With advancements in technology, the opportunity for sales continues to grow. Our business model is no longer just providing a cellular phone sale to our customers, as it was in the `80s, `90s, and 2000s. Today, our business is tying your technological world together to enhance your day-to-day life with convenience. Your phone is your laptop, your TV is tied in to your home computer and your phone is now an extension of your TV and computer. You can describe it as your mobile phone being a “hot spot” allowing you to access high speed internet from your laptop, notebook, or tablet anywhere you have an AT&T wireless signal (which today is almost everywhere). Your TV (if you have AT&T U-Verse) is tied into your home PC giving you the ability to access your music and pictures from any TV in your house. With the AT&T U-Verse app, you can access your DVR from anywhere to set up and/or delete recordings. With any downtime you may have, you can watch tons of pre-recorded shows through U-Verse on your phone.

What are the biggest issues facing your company?

Three words: Big box retailers. These “multi-carrier” retailers carry Sprint, T-Mobile, Verizon, AT&T, etc., which lends to no-brand-loyalty and/or dedicated knowledge of the products and services they offer. This is not to say that they do not have a quality staff. I have experienced some smart individuals working at these “booths,” but not once have I experienced an individual who was more concerned about my needs, than which carrier was offering the best deal at the time. It’s important that you work with someone trained in how the devices you are purchasing not only help, but could complete your world. What are your predictions for the remainder of 2011 and 2012? Growth and more growth. Even in the state of current economy, we see and predict growth. Technology is no longer something someone wants; it’s now essential to everyone’s needs. Instantaneous information, results, and communication is not a fad…it’s the new way of life.

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