PCRUSH.com diversifies into voice and data services

Like other online electronics retailers looking for new ways to augment slower web sales growth, Atman Inc., which operates pcRUSH.com, is diversifying.

In November, Atman launched Nextierra Inc., which will plan, design and implement voice and data communications programs for smaller businesses and others. “We grew at a somewhat slower pace in 2006 due to a change in strategic direction,” says marketing manager Mark Crary. “Simply selling more units does not necessarily make a company better. In order to ensure we answer our customers’ needs, we’ve invested in a ‘solution sale’ approach to the market in a number of ways, including the launch of Nextierra.”

In 2006, web sales for pcRUSH.com, No. 223 in the Internet Retailer Top 500 Guide, grew 5% to $27.8 million from $26.5 million in 2005. But the company is counting on leveraging its established base as an online retailer to generate interest – and sales – for Nextierra. “We expect our investment in customer focused solutions to help us further accelerate our growth this year and beyond,” says Crary.

Atman joins a number of other online personal computers and electronics retailers diversifying their business. SuperWarehouse.com, No. 257 in the Internet Retailer Top 500 Guide, is developing plans to help small businesses use the web to purchase new software licenses, especially when the customer needs to purchase multiple versions and site licenses. In September, CDW, No. 8 in the Internet Retailer Top 500 Guide, acquired Berbee Information Networks Corp., an information technology services provider, in a deal valued at about $175 million. CDW says Berbee will round out its information services market and grow market share in its business-to-business and government IT markets.

Since the launch in November, Nextierra has generated revenue of about $500,000 with a longer range plan of accounting for at least one-third of Atman’s annual book of business, says Nextierra president Nick Delis.

The company’s target audience includes small to medium businesses with a base of 100 to 1,500 employees. Nextierra supplies data equipment and services, including switches and routers, and telephony services such as audio, video and call center programs.