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February 2015
| Business World
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too. “It’s an inexpensive upgrade that gives
immediate performance increases to make it
look like you’ve upgraded the whole system,
when all you’ve done is put a new player in,”
Larry reveals. “By doing that we’ve actually
kind of disrupted the market, and we’re tak-
ing over accounts from some of our big com-
petitors as a result.”
Above all else, the company’s product line
is highly regarded for its user-friendly inter-
face. FIRE-FX went to great lengths to en-
sure that “you don’t have to touch anything”
once the devices are plugged in.
“We took a holistic approach to our mar-
ket because we’re selling directly to profes-
sional integrators who are selling to their
customers,” Larry clarifies. “As such, we have
two customers that we need to satisfy, so we
wanted to build a product that people love
and integrators really want to install. Market
data shows that system integrators recom-
mend the product between 80-90% of the
time on a project, so they’re really the deci-
sion makers.”
“We decided to automate as much of the
network configuration as possible to make
it ‘plug-and-play’ for the integrators so it
would be a product they would love to in-
stall,” he adds. “You just start up the HUB,
get it on the network and plug the player
in. The player then automatically finds the
HUB, mounts the drive and updates the da-
tabase. There’s no configuration required.”