Gadget lovers may remember the Spelling Ace from a few decades back. But
that's not all Franklin Electronic Publishers had
planned. Michael Crincoli, vice president of North American Operations,
talks about going global, and succeeding in both the boardroom and the
classroom.
How did Franklin Electronic Publishers get started?
In the early 1980s, Franklin started out as a computer manufacturer.
Shortly after, the company created and launched the first electronic
handheld product called the Spelling Ace. Since then, the company has
sold over 32 million electronic reference products in over 45,000
storefronts worldwide.
What got you personally interested in doing this work?
Throughout my career I have worked at several companies who manufacture
consumer products. At Franklin, we are selling products that make a
difference in someone's life everyday. Our products can be found and
used in many different environments, from the classroom to the
boardroom. To me, it is rewarding selling products that consumers use to
improve their knowledge or enhance their learning experience, every day.
Why do you feel there's a need for what you provide?
The need for language, spell correction and general reference products
will always exist. These needs are integrated into everyone's daily
routine. Franklin products allow the user instant access to this
information in a portable format. We also combine functionality with
best of class reference materials to assist the user. You can
phonetically enter a word into a dictionary--the product will correct
the spelling (if misspelled) and return a full definition or
translation--depending on what product you are using.
Where do you see your field going in the next few years, and how does
the company fit into that?
Franklin is moving in several directions to meet the needs of both the
consumer and the market. As many may know, standardized testing has
become an increasing part of every student's, parent's and teacher's
life.
At Franklin, we see an opportunity to apply our core competencies to
benefit that growing market. In 2006, the SAT is changing for the first
time in over 70 years. Earlier this year, we announced a Princeton
Review-branded product for this market. This product will combine the
study guide and test-taking strategies in a portable handheld device
that provide practice tests and diagnostics which will enable the
student to identify areas that require focus. It is designed to be a
portable interactive tutor that meets the needs of the student lifestyle
and an improved method of studying for the exam. We will be looking to
expand this product to include graduate level as well as other language
proficiency exams. The company also sees an opportunity to meet the
language needs of the growing US Hispanic population.
What do you like best about what you do?
I like being in a position that may help improve peoples lives. Our
products offer a lifetime of learning and a benefit for consumers who
use them. From the Children's Dictionary and Thesaurus to the Translator
or Crossword Puzzler, each is designed to meet different consumer needs
and wants.
do you know a local company we should cover? Let us know about it.
Send your local profile candidates to emillard@computeruser.com.
