Dixon’s next big idea, after changing its name to DSG International, is to teach the technically-challenged how to resolve their computer problems. DSG claims 80 per cent of us routinely need technical help, a market valued at £1 billion in the UK and expected to double in five years.
Anybody who has ever met a blank look in a branch of Dixons might be forgiven for being sceptical, but DSG unveiled its £50 million investment in the first-aid plan with a straight face. It will offer the service through call centres, walk-in shops or visiting technicians.
Technology, DSG says, should now be considered a utility. Its “Techguys” are the equivalent of a plumber or electrician.
Boldly, it says whatever broken kit you call about, it will be able to fix it. To back up the boast, it says it has offered these kinds of services behind the scenes for years and claims to have the largest technical database in the country. Just in case, DSG is offering a no-fix, no fee promise.
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But with tech-savvy bloggers ready to pounce on sub-standard services, there will be little room for teething troubles.