Months After Spin-Off, Firedog Back On Duty

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— Apparently you


teach an old dog new tricks.

Several months after Circuit City’s former tech bench division, Firedog, was acquired in a bankruptcy auction, it is staffed up and looking for customers.

The new owner, Singapore-based technology services firm Flextronics, has since rebuilt the business from the ground up, said Firedog executive VP/ GM Jim Kircher.

The new Firedog has more or less the same mission as its predecessor — consumer home installs and service — but has added a business-to-business component and remote computer service, Kircher said.

“Firedog is [now] more robust and offers a wider spectrum of services. We will still hang a TV on your wall, but we do lots of B to B,” he said.

Firedog, which is part of Flextronic’s retail and technical services division, has 5,000 employees to handle its remote PC services and some of its in-home work. While a few of the staffers were brought back from the old Firedog, the majority are newcomers.

The majority of the remote PC service representatives work out of the company’s Dallas office. Right now Firedog can remotely access and fix computer systems and mobile devices, but it intends to expand to other product areas, including home security, home energy management and major appliances, Kircher said.

The company also uses third-party contractors for some of the latter jobs.

Currently, about 60 percent of Firedog’s business is coming from its traditional in-home work like home-theater installation and home computer network setup, but Kircher expects the remote PC service and B to B segments to grow quickly.

The company is promoting itself via its website,


Firedog has partnered with a few outside companies, like Verizon and Microsoft, to handle certain customer service fulfillment chores, and it hopes to ink deals with additional retailers, Kircher said.


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