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APRO Supplies TVs used in Isle of
Capri Giveaway
Vicksburg-based APRO Technology
completes casino contracts
Computer entrepreneur is wired for
success with APRO
Business profile: Computer entrepreneur is wired for
success with APRO
December 2004
Wayne Procell, founder and president of APRO Technology LLC
in Vicksburg, has parlayed his computer savvy into a
multi-million-dollar a year company that does 30 percent of
its business serving casinos. APRO products include plasma
screens (Samsung Premier Partner), video distribution
systems, digital video recording, networking (wireless and
cabling) and a full suite of information technology
services.
With more than 20 years experience as a computer
professional, Procell served in the Navy aboard Trident
Submarines. He was subsequently injured while on active duty
and is a Service Disabled Veteran. "After the Navy I worked
nine years with Computer Sciences Corp. and with FMC
Corporation as a systems engineer. Then Ergon Refining in
Vicksburg offered me a job as Senior Systems Analyst for
their oil refinery, which is what brought me to
Mississippi," he said.
"I had always had the entrepreneurial bug and waited for the
right opportunity. I purchased Micro Systems, a local
12-year-old Information Technology business, in July 2001.
In two years we grew 450 percent and the casino and federal
business was increasing. I started APRO Technology to handle
major commercial customers," Procell said.
Procell said that customers are moving away from best price
and are placing best value on the technology they purchase,
from product quality to support services. "They want a live
person to answer the phone when they call," he said.
Technology, in the last two years, has also changed,
according to Procell.
"We now have affordable digital video
recording with enhanced capabilities like license plate
recognition, motion detection and people counting. Plasma
screens are dominating the marketplace as a direct
advertising medium and they add dynamics to a casino floor.
We have won a lot of big deals over larger companies because
we spend time to educate the customer about the technologies
we are selling."
The next couple of years will see even more dramatic
technology changes that impact casinos, Procell said, and
listed the following areas:
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Security/surveillance-New digital video
recording technology, casinos can perform instant video
playback and eliminate the expense of VHS tapes. The
space used to store those tapes can also be used to
benefit the casino in other ways.
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Video distribution-With plasmas screens
and video distribution systems, casinos can communicate
with the customers constantly providing them up-to-date
information regarding promotions or just entertain them
while they gamble.
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Customer on-demand services-With
driver's license and identification card readers
integrated as a casino card reader kiosks customers can
instantly get a players club card without standing in
line or redeem points for meals and lodging.
Casinos differ from other types of clients,
according to Procell, in that they're more cost conscious.
"Casinos watch every dime, they are in the money handling
business and that translates to their internal fiscal
control. Because they're not the end user, their customers
are. Therefore, selling to a casino must bring a benefit to
their customers and improve the whole experience. Our job is
to solve technology problems and help the casino provide a
superior gaming experience," he said.
The greatest need for casinos, Procell said, is anything
that improves communication, "from data communication
through computer networking or customer communication
through signage and kiosks."
Procell said that APRO can work with casinos in several
ways. "Casinos have a constant need to improve their
surveillance capabilities. We provide a digital video
recording solution that could save thousands in legal costs.
Also, the player's club lines are sometimes very long. The
folks in line are not gambling, but our auto-enrollment
system allows casino guests to instantly print a player's
club card at a remote kiosk. Our company offers a group of
products and services that are closely related which
provides a value-added solution; one phone call."
To remain technologically competitive, Procell said that
"casinos should forecast the future upgrade of their network
infrastructure including network security. Security and
surveillance cameras are improving with new fiber optic
converters, wireless technology and IP cameras. Casinos can
now plan for increased coverage of the gaming floor and
parking lots. Digital video recording is also a hot topic"
APRO has ambitious plans for the coming year. "Presently our
marketing to casinos is not as aggressive as we would like.
In 2005 we plan to increase our presence in the gaming and
federal markets through advertising and direct sales. Our
Louisiana gaming license should be active soon and we will
initiate a concerted effort to increase business in
Louisiana. We have forecasted an $8-10 million increase on
our federal business alone in 2005. The gaming business
should grow proportionately," he concluded. |
