MPC's Offspring Branches Out Into Custom Space

MPC Computers is expanding its build-to-order PC business to the system-builder space with the introduction of a new division, DirectCM.

The DirectCM division of the Nampa, Idaho-based manufacturer of desktop and mobile PCs and servers will focus on providing custom manufacturing and distribution of such equipment to OEMs, systems integrators and solution providers.

Ross Ely, vice president of marketing for DirectCM, said that while the vast majority of MPC’s business comes from direct sales, the manufacturer also has worked with custom-system solution providers.

“We’ve seen over the years that the custom PC business is always a big part of the market,” Ely said. “But we also know that the smaller system builders have trouble competing in price with the likes of Lenovo and Dell.”

DirectCM is using its parent company’s 340,000-square-foot, state-of-the-art direct and build-to-order manufacturing and distribution facilities to serve the system-builder community, Ely said.

John Gouker, purchasing manager at Workhorse Computers, a Clovis, N.M.-based system builder focused on the government, education and SMB markets, said his company has worked with MPC for almost five years and has found it to be a channel-friendly organization.

“They work really well with the channel,” Gouker said. “They make sure they don’t compete with us in bids and don’t conflict with us in our customer base.”

Workhorse currently builds its own notebook PCs, servers, desktop PCs and MediaCenter PCs, and relies on DirectCM for large orders or for occasional specialty products, Gouker said.

With the switch from MPC to DirectCM, Gouker expects the new division to cater more to the system-builder space. “They are looking for a way to get more business from us and offer complementary products to ours,” he said.

Custom-system suppliers can order barebones servers, desktop PCs and notebook PCs from DirectCM for final configuration at their own sites, or they can order complete systems that can be drop-shipped to the customer, Ely said.

DirectCM also is looking to become a distributor of components to custom-system builders. “Because of volume and our direct relationship with component suppliers, we feel we can offer system builders better prices,” Ely said.