Duocom

Source: Exec Digital Canada

Date :4/11/2008 4:48:18 AM

Promising market verticals means Duocom, a leader in audio visual solutions, continues to grow. Ross and Brad Fairholm tell Exec more

Written by Ian Armitage and Produced by Rich Gentile

Duocom Canada Inc was founded in 1974 by Ross Fairholm and has grown into Canada’s leader in audio visual solutions. It provides customers with affordable, effective communication products and services from coast to coast. “We offer services and products to three main sectors: education, government and corporate,” explains Ross, President and CEO at Duocom Canada Inc, who says the company’s goal is to meet and enhance all communication needs.

Indeed, as a full service organization, Duocom is dedicated to being the very best. It has seven offices in Montreal, Toronto, Ottawa, Vancouver, Hamilton, Quebec City and Halifax, which allows it to offer unparalleled service across Canada and is a “clear leader,” adds Ross.

He is extremely proud of how his company, or “family” as he calls it, has grown over the years to embrace new industries and families (the Hachey family has a significant presence on the Duocom board). He has assembled a team of dedicated and knowledgeable employees who are renowned for an ability to provide the service and support customers expect and it is enjoying marked success as a result.

“It is a superior level of professionalism, which has been part of this company since its beginnings, that has helped us become a leader in audiovisual solutions,” he says.

Captivating classrooms

Duocom is currently enjoying exponential growth. The market for its products and services is growing at a staggering 18 percent in North America and it is Fairholm’s goal to “capitalize on that”. There is growth in all of its key verticals, particularly education, which is set to boom in the coming months and years.

“We specialize in interactive technology for the classroom,” explains Ross. “We are a SMART Technologies Reseller with SMART Masters Certified Trainers that work with educators daily to improve how technology is used and adopted in the classroom.”

SMART Technologies are revolutionizing education, allowing teachers to display work at the front of the class for everyone to see. They are built with educators’ needs in mind and help bring the classroom onto one system, where students can learn together. Indeed, they help students learn, captivating the classroom.

“Certain sources have predicted that over the next two years the number of interactive whiteboards in classrooms will double, and then double again two years after that,” says Brad Fairholm, vice president of sales – national capitol region. “It is already a strong market for us and we are poised to capitalize on the opportunity.”

Canadian classrooms are certainly embracing the technology and Duocom hopes to play a key role in that as the market grows. “To do that we need to find the people,” he adds. “We have SMART Masters certified trainers who are going out and training the trainers, so to speak, and we need to make sure they are outstanding. We have outstanding people already, but we need more if we are going to capitalize on the potential in this market.”

Education is not the only booming sector and Duocom is also enjoying growth with corporate and government clients, particularly within the military, where it has sold numerous systems to the Department of National Defence.

Event Solutions

If you’ve been to any large AGM or corporate gala, you’ve most probably noticed the lighting, sound and projection equipment that seems to fit seamlessly into its surroundings. That is exactly what Duocom’s Event Solutions division does. Its professional, highly trained staff offer the very best knowledge, experience and equipment available to make any event a successful one. Events large or small are enhanced using the most advanced technology in video projection, lighting, audio, simultaneous interpretation, and conferencing.

Future growth potential

Determined to take advantage of the opportunities currently on offer, Ross believes the company is pretty well positioned: “We think we have done a pretty good job of marketing our brand,” he says. “The name Duocom is synonymous with audio visual, to use a broad term. We have built a pretty good reputation throughout Canada and are proud of what we have achieved and where we are going. We think that we are as strong as anybody out there in covering this strong market.”

Duocom has recently dedicated substantial resources to the growing sub-markets of digital signage, both 2D and 3D, and videoconferencing.

The biggest challenge for Ross is maintaining this position. By investing in staff and training, he is confident of success: “If we ensure our people are motivated and well trained then we will continue to grow,” he says. “And that is our biggest challenge right now – making sure they are well trained. A sales person today does a lot more than they did ten years ago. Today they have to be more qualified. One of the challenges is making sure they keep up with the changes in technology in this market.” Over 25 percent of Duocom’s staff are CTS certified (Certified Technical Specialist), a designation handed down by the industry lead independent organization, Infocomm.

He acknowledges that recruitment is becoming more difficult because the pool of talent is getting smaller. “Today we need a more talented person and it is up to us to find them, keep them, train them and reward them,” says Brad, who is proud of the company’s retention levels and excellent workforce.

Value-added service

There is no doubt that Duocom is an audio visual leader, supplying solutions to a number of Canada’s leading enterprises. It plays an important role in all of its verticals and has national coverage. But why is it so successful? “Well,” says Ross, “that’s easy – we add value to what we sell.

For instance, we are one of the few companies – in fact we might be the only one – that is a full-service company. We service everything we sell and don’t just sell a product. Our philosophy has always been to add value. Once you sell a product you can then sell a service contract for some of the products.

“We have been able to maintain and retain our customer base even though there has been a lot of pressure especially in the commodity side of our business where somebody is just buying a product for price only in a lot of cases.

“As a group we have been successful in indentifying the next solution under which we should throw our resources – like interactive whiteboards for instance. We see the emerging trends/markets, put resources to them and get results.”

Ross is delighted with how the company has progressed and continues to grow. He is resisting the temptation to retire, even though he is well past retirement age, to watch this company grow. “I am past retirement age and one of the key reasons why I am still in this business is because I am very excited about the future of this market and especially Duocom’s presence in the market. I think our growth is unlimited in this market. We are in a great industry, with great products and services; and quite frankly we are having a lot of fun. The growth possibilities in my opinion are unlimited.

“We think we have done a pretty good job of marketing our brand and the name Duocom is now synonymouswith ‘audio visual’. We are proud of the reputation we have built up and we are as strong as anybody out there. To say we are number one or number two, I don’t go for that! All I know is that our company is growing at the rate of twelve percent – which is good growth in a strong market.”