COMPUTER RESELLERS.

Ranked by 2000 L.A. County revenues

THE PACESETTER

PC Mall Inc. continues to be the most successful computer reseller in Southern California The company reported a 16 percent increase in revenues in L.A. County last year, going from $610 million in 1999 to $706 million.

El Segundo-based Wareforce Inc. finished a distant second with $135 million in revenues last year, up 23 percent from $110 million in 1999.

"(PC Mall's) success doesn't surprise me," said Marcia Mazria, senior vice president of marketing at Wareforce. "They market differently than we do. They are more of a business-to-consumer company, while we're business-to-business, including state and local government, corporations and education."

PC Mall resells computer hardware and software products from the likes of IBM, Compaq, Toshiba, Apple and Cisco, plus office supplies and equipment. The products are sold via the Internet, telemarketing and catalogs.

Company divisions include PCMall.com and PC Mall Business Solutions. In its first year, the company published seven catalog editions with a total circulation of 11.1 million copies. Today, catalog circulation has increased to more than 21 million copies.

In 1995, the company moved its distribution center from Torrance to Memphis, Tenn., because officials wanted to be closer to the Federal Express hub there.

EXECUTIVE SUMMARY

ALL the companies on the list of computer resellers sell computer equipment, but that's just one of many things they do. Many offer systems integration, Web design, training support and maintenance, plus other computer-related services that can be as simple as a software upgrade or as complex as an entire accounting system.

This year's top company, PC Mall Inc., offers more than 60,000 products from more than 1,000 name-brand manufacturers. PC Mall is a subsidiary of IdeaMall Inc., formerly known as Creative Computers Inc.

The still-robust economy throughout the first half of 2000 helped all but three of the top 15 companies on this year's list to show gains in revenues. In fact, their combined revenues were 16 percent higher in 2000 than in 1999.

Among the newcomers on this year's list was 3 Point Digital LLC. Based in Burbank, the company is a high-end videotape production provider for editing, special effects; animation, audio production and multimedia content creation clients.

Rank Company (Ranking in 2000)                      Revenues
     * name                                (L.A. Co. [1]/companywide)
     * address                                       * 2000
                                                     * 1999
                                                   (millions)
   1 PC Mall Inc. (1)                            $706.5/$818.6
     2555 W. 190th St.                           $610.6/$730.2
     Torrance 90504
   2 Wareforce Inc. (3)                             135/180
     2361 Rosecrans Ave., Suite 155                 110/145
     El Segundo 90245
   3 West Technology Inc. (4)                        85/90
     1925 Wright Ave.                                53/70
     La Verne 91750
   4 Avus Systems and Peripherals Inc. (6)           75/84
     14415 Don Julian Road                           45/50
     City of Industry 91746
   5 GST(5)                                          58/69
     17707 Valley View Blvd.                         54/66
     Cerritos 90703
   6 Avnet Enterprise Solutions (7)                 49.3/390
     19191 S. Vermont Ave., Suite 800               35.9/370
     Torrance 90502
   7 Wesco Computers Corp. (8)                       40/40
     42 N. Madison Ave.                              60/60
     Pasadena 91101
   8 3 Point Digital L.I.C                         35.8/35.8
     3300 N. San Fernando Blvd.                    51.7/51.7
     Burbank 91504
   9 Data Systems Worldwide (10) [3]               35.2/39.4
     6110 Variel Ave., Second Floor                24.5/27.5
     Woodland Hills 91367
  10 Computer Supply (13)                          16.9/16.9
     21540 Prairie St., Suite F                    16.3/16.3
     Chatsworth 91311
  11 KIS Computer Center (14)                      12.9/12.9
     11805 E. Telegraph Road                       14.1/14.1
     Santa Fe Springs 90670
  12 Mikon Computer Systems Inc. (15)              12.8/12.8
     2461 W. 205th St., Suite B-103                  12/12
     Torrance 90503
  13 Di-No-Computers Inc.                           9.2/9.2
     2091 E. Colorado Blvd.                         8.4/8.4
     Pasadena 91107
  14 Computer Palace                                8.3/8.3
     415 W. Colorado St.                            8.1/8.1
     Glendale 91204
  15 Network Magic Unlimited                         5.3/6
     1723 21st St.                                   5.1/5
     Santa Monica 90404
Rank                 Services
                  (partial list)
   1  rapid response supplier of technology
      solutions for business, government and
       educational institutions, as well as
                    consumers
   2    information technology solutions:
     hardware, software, technical services &
      staffing, networking, e-commerce, Web
           develop., Internet solutions
   3    computer wholesale, retail, system
       integration and networking services
   4    computer peripherals, integration,
           configuration, customization
   5  computer reseller, system integration,
          configuration and maintenance
      services, HP star, MSCP, Intel premium
   6   server consolidation and management,
       data storage and protection, network
            integration and management
   7            system integration
   8    sell, service, consult and support
     high-end content, storage and streaming
     products for film and video productions
   9     consulting, integration, design,
           support, hosting, intranet &
     applications development, connectivity,
          infrastructure re-engineering,
              migration, e-commerce
  10   computer technology acquisition and
     deployment, authorized service provider
          for Compaq and Hewlett Packard
  11 computer sales, repair, service, network
  12      system and network integration
  13      sales and leasing, networking,
               consulting, repairs
  14    computer retail sales and service,
      net working authorized dealer for HP,
        Toshiba, Apple, Microsoft, Compaq
  15    Microsoft Windows 2000, Microsoft
      Exchange 2000, installation, service,
        on-site and remote support network
Rank                 Products                      Profile
                  (partial list)                * headquarters
                                              * year established
                                                 * locations
                                                 (L.A./firmwide)
   1       computer hardware, software,            Torrance
           peripherals, components and               1987
        accessories, electronic equipment            2/6
   2      Apple, Cisco, Compaq, Hewlett           El Segundo
     Packard, IBM, Microsoft, NEC/Mitsubishi,        1985
             Novell, Sony, Viewsonic                 4/19
   3 Mitsuba System & Notebook, Intel Network      La Verne
       & desktop product, AMD System, IBM,           1992
             Toshiba, Samsung, 3-Com                5/7
   4   computers, peripherals, accessories,    City of Industry
                hardware, software                   1991
                                                     1/5
   5   GST, Compaq, HP, IBM, Apple, 3-Com,         Cerritos
        Cisco, Microsoft, Emulex, Toshiba            1984
                                                     1/3
   6  servers, clients, storage, network and     Tempe, Ariz.
       management technologies from Compaq,          1978
     IBM, HP, Enterasys and software partners        1/16
   7     Toshiba, IBM, Sony, HP, Compaq,           Pasadena
                 3-Com, Microsoft                    1994
                                                     2/3
   8      complete solutions, including            Burbank
            Avid and related products                196
                                                     1/4
   9     Sun Microsystems, Cisco Systems,       Woodland Hills
         Oracle, Hewlett Packard, Compaq,            1971
        Microsoft, Varitas, 1Planet, eOne            1/2
  10     HP, Compaq, Apple, Hitachi, IBM          Chatsworth
                                                     1983
                                                     1/1
  11      Apple, IBM, HP, Compaq, Epson,       Santa Fe Springs
       Toshiba, Novell, Microsoft, Lexmark           1983
                                                     1/1
  12            Compaq, Cisco, IBM                 Torrance
                                                     1989
                                                     1/2
  13        Apple computers, printers,            Pasandena
       scanners, software, digital cameras,          1978
           storage devices, networking               2/2
  14       HP, Apple, Toshiba, Compaq,             Glendale
                  IBM, Microsoft                     1981
                                                     3/3
  15       Compaq and HP servers, Cisco          Santa Monica
         switchers and routers, Internet             1993
         appliances, Microsoft and Novell            1/1
                     software
Rank     Marketing     Top Local Executive
          Contact      * name
                       * title
                       * phone
   1    Dan DeVries    Frank Khulusi
                       chairman, ceo, president
                       (310) 354-5600
   2   Marcia Mazria   Orie Rechtman
                       chairman, ceo
                       (310) 725-5555
   3    Nelson Tsay    Terry Sy
                       president
                       (909) 392-2000
   4       Manny       Calvin Lam
         Menchaca      ceo
                       (626) 333-3833
   5 Tracie Persinger  Stephen Monteros
                       general manager
                       (714) 739-0106
   6 Brenda Thoren [2] Carol Kinney
                       West area v.p.
                       (310) 787-4100
   7     James Han     Jim Koo
                       president
                       (626) 585-8198
   8   Stuart Shook    Robert Cloyd
                       president
                       (818) 727-3000
   9  Jocelyne Henry   Phil Mogavero
                       president
                       (818) 883-9800
  10   Steve Seltzer   Sandra Seltzer
                       president
                       (818) 407-1555
  11   Richard Chan    Richard Chan
                       president
                       (562) 942-0338
  12    Lisa Person    Irene Griffiths
                       ceo
                       (310) 782-3939
  13    Sal Cordaro    Larry Moon
                       vice president
                       (626) 795-6674
  14  John Shamolian   Homi Sharnolian
                       president
                       (818) 241-2551
  15   Douglas Masi    Susan Pignotti
                       president
                       (310) 449-1411

(1.)Revenues from computer reseller operations in L.A. County.

(2.)Phoenix office, (800) 521-3387.

(3.)Formerly Data Systems West.

Note: The information on this list was supplied by representatives of the companies themselves. Companies are ranked by 2000 revenues from L.A. County reseller operations. The survey was completed during the week of April 2, 2001.

To the best of our knowledge, this information is accurate as of press time. While every effort is made to ensure the accuracy and thoroughness of the list, omissions and typographical errors sometimes occur. Please send corrections or additions on company letterhead to the Research Department, Los Angeles Business Journal, 5700 Wilshire Blvd., Suite 170, Los Angeles 90036. [C]2001 Los Angeles Business Journal. This list may not be reprinted in whole or in part without prior written permission from the editor. Reprints are available from Wright's Reprints, (877) 652-5295.