Other World Computing

Service first┬áLarry OÔÇÖConnor, president of Other World Computing, tells April Terreri how a commitment to customers is central to his business philosophy. Larry OÔÇÖConnor was interested in computers at a very early age and designed his first program at the age of six. Later, doing some work for his father, he also discovered that he enjoyed sales and marketing. By the time he was 14, he had started his own company. ÔÇ£I worked for my dad doing data entry,ÔÇØ he says. ÔÇ£It was a good experience, and I developed a strong work ethic working with him.ÔÇØOÔÇÖConnor started the business because a product he needed for his own computer was being sold at an inflated price. ÔÇ£I needed memory upgrades for my Apple, and in 1987 and 1988 there was a shortage, with prices going through the roof,ÔÇØ he says. ÔÇ£What had been selling for around $100 went as high as $500.ÔÇØThe young entrepreneur seized the opportunity to jump into the market, offering memory upgrade kits and processor boosters for Macs, far more cheaply than his competition. In the early days he solicited customers by posting ads in the classified section of AOL. ÔÇ£I also went online into discussion groups and chat rooms to make people aware that I had these products for sale at a competitive price,ÔÇØ he says. Other World Computing, based in Woodstock, Illinois, northwest of Chicago, is now a leading reseller and manufacturer of hardware and accessories for the Apple Macintosh market, although over 90 percent of its products are also PC compatible. He chose the companyÔÇÖs enigmatic name for two reasons, one of which is his interest in science fiction. ÔÇ£The other reason is the name connotes another world when it comes to the sales and product experience of computer accessories.ÔÇØOÔÇÖConnor says the sales model he experienced when he needed to buy something his company didnÔÇÖt sell, influenced the philosophy he adopted for his own company. ÔÇ£You would get a salesperson on the phone and the discussion wasnÔÇÖt about what you thought you needed. They didnÔÇÖt want to listen to thatÔÇöthey just wanted to tell you what they thought you needed, and theyÔÇÖd try to see how much they could get you to run up on your credit card. But that was a one-time sales situation versus having a customer for life.ÔÇØOther World prefers to develop long-term customer relationships through excellent customer service, says OÔÇÖConnor. ÔÇ£We want to provide our customers with the products, price and service they need by helping them identify what they need versus pushing them to buy something. One of our greatest areas of growth comes from referrals and repeat business, and you can only get that from trust.ÔÇØ Customers include consultants, field technicians, educational institutions, the government and the military.If thereÔÇÖs one thing that OÔÇÖConnor is adamant about, itÔÇÖs helping people realize that they donÔÇÖt have to buy the latest and greatest thing every time it appears on the market. ÔÇ£Whether weÔÇÖre selling external storage or processor upgrades, itÔÇÖs really all about getting more from what you already have. You can buy a new computer for more speed, but more often than not, youÔÇÖd be better off making an investment in the computer you already have and get a far greater benefit for a much lower cost. A new computer could even be slower than your existing computer with a few upgrades.ÔÇØHe says people often overlook the environmental benefits of not purchasing a new computer. ÔÇ£Why send your existing computer to the dump when you can get more from it? Whether youÔÇÖre a home user or in a corporate IT department, you can upgrade and protect your budget for other expenditures, extending your window for replacing your system.ÔÇØHe notes that many school systems he knows of buy minimal systems just to be able to buy more ÔÇ£resource-limitedÔÇØ computers. ÔÇ£Then two years later, they buy something new on the market. ItÔÇÖs appalling to see how much waste goes onÔÇöin money and in thrown-out computers. The people making the decision to buy new computers are not qualified to make these kinds of decisions.ÔÇØOther WorldÔÇÖs product offering includes the Mercury On-the-Go USB 2.0 Portable SATA drive kit for Macs or PC systems. ÔÇ£Our desktop solutions range from 80 gigabytes to 8 terabytes, and all our products are designed to provide a reliable solution and the best performance, all at a competitive price point,ÔÇØ OÔÇÖConnor says. He adds that the companyÔÇÖs products are assembled and quality-controlled in the US.Other World was founded on a policy of continued investments in technology to improve continually its efficiencies and to support its customers, says OÔÇÖConnor. ÔÇ£We invest significantly in IT, both on the applications side as well as on the hardware side to be in the best position we can.ÔÇØAnother area of significant investment is evident in the companyÔÇÖs new headquarters, a 37,000-square-foot building on 40 acres. OÔÇÖConnor designed the building with energy efficiency and conservation in mind and reports that it qualifies for LEED Platinum certification, the highest level of certification possible. Twenty-eight of the 40 acres will be protected and undeveloped, with the remaining 12 acres available for future additions to the company campus. At the end of April, the company will open a 4,600-square-foot retail store located about one-quarter mile from the headquarters. ÔÇ£WeÔÇÖll sell select products and provide service there as well,ÔÇØ he says. ÔÇ£We plan to evolve according to the needs of the local community.ÔÇØThis is an exceptional time to hire new people, he says, because of the state of the job market. ÔÇ£There are extremely qualified people out there who might not have been available to us a few years ago. When other companies cut back on jobs, itÔÇÖs a great opportunity for us to bring these qualified people here to our company.ÔÇØ  ÔÇô Editorial research by Jim Rose┬á