'Geeks' give digital 1st aid
By May Wong
Associated Press
SAN JOSE, Calif. — The first time Bruce Dougherty tried to get his home wireless network up and running, it was a bust. The former marketing executive had to enlist his son's help, and still there were problems.
Dino Vournas • Associated Press
So who did he turn to when he wanted a network upgrade?
Mark Reardon, a member of Best Buy's "Geek Squad," prepares to make a house call to set up a computer router in Brentwood, Calif. Many electronics retailers are expanding their tech services.
"That's my geek, Johnny," Dougherty said happily outside his local Best Buy store, gesturing toward a young man in a snappy black-and-white Volkswagen Beetle emblazoned with a "Geek Squad" logo.
Best Buy's Geek Squad employs white-shirted men and women with snap-on ties whose mission, for a fee, is to convert consumer wrath about complicated gadgets into warm and fuzzy feelings.
Like Dougherty, many consumers are warming this holiday season to expanded tech house-call services offered by Best Buy Co. Inc., Circuit City Stores Inc., CompUSA Inc., and Dell Inc. The retailers' traveling alpha geeks help customers with everything from home theater installations to virus removals to setting up gaming consoles.
"It's less of a do-it-yourself and more of a do-it-for-me marketplace now," said Sean Skelley, a senior vice president of services at Best Buy. His company, the nation's largest electronics retailer, acquired Geek Squad in 2002 and turned the 60-employee company into a 6,200-strong 24-hour service.
Since August, it has had a Geek Squad precinct in each of its 650 stores. Now it's selling house-call gift cards, including a $129 card specifically for setting up digital camera equipment and software. Problem-solving missions include any electronics — not just Best Buy purchases.
Dell recently expanded its at-home services to include nights and weekends, and last month, strengthened its lineup to include not just basic computer setups and wireless networking, but also the installation of PC accessories, Internet connections and e-mail accounts.
Circuit City, which has been offering at-home installations for wireless networking and home-entertainment systems for about two years, last month expanded services into more PC-related problems.
Its new "IQ Crew" is being tested in three cities to help customers — either in-store or at their homes — to fix a computer, remove viruses or do software or hardware upgrades.
Prices for house calls start at about $100, depending on the task. Circuit City and Best Buy provide 30-day warranties, and Dell promises return house calls if the technicians somehow don't properly complete the job the first time.
But caveats abound — consumers should read the fine print, which often includes extra fees for additional services, some time caps, and warranty exemptions for such things as user error.
