Article

Who's Who: Alex Richardson

After nearly two decades in the kiosk industry, Alex Richardson's drive for success is still strong as president and chief executive officer of software developer Netkey.

March 12, 2002

When it comes to making projects happen, Netkey Inc. president and chief executive officer Alex Richardson can be intense about getting the job done-24 hours a day.

"I'm always working. I work in the shower," said the 45-year-old native of Leesburg, Va. "At three in the morning you figure out a solution."

His intensity and unwavering faith in the kiosk software development company has revealed itself often, not just in the shower. It was on display during a recent project Netkey and kiosk manufacturer Frank Mayer & Associates undertook with a prospect in the retail lawn and garden business. The project hit a snag because it was difficult to utilize the client's Web site in a retail kiosk.

Netkey president and chief executive officer Alex Richardson presented a number of Pioneer Awards at KioskCom 2001 at Orlando, Fla. in April.

Ron Bowers, Frank Meyer & Associates vice president and a long-time business associate of Richardson, said the two firms struggled for weeks to make the concept work. Then one day, he received a call from Richardson that combined brevity with directness.

"We have to get this done," Bowers recalled Richardson saying. "The client needs it."

Three days later Netkey found the solution.

"They spent a lot of straight-through sleepless nights until they came up with an answer," Bowers said. "It was literally Alex pushing and forcing to get it done.

"It's like the guy doesn't sleep," he added. "It's phenomenal."

Moving forward

Richardson founded the company in 1983 as Lexitech with a simple goal.

"We're not here to build a company, we're here to build an industry," he says.

Renamed Netkey last year, the company currently employs about 80 people, mostly at its Branford, Conn., home office. From Richardson's initial investment to launch the private company, it has grown to a point where it has received $15-million in venture capital since March of 2000.

The company's goal is to create innovative self-service software solutions, and Richardson gave a positive assessment of Netkey's role in the kiosk industry.

"If you want to see where the industry is going, take a look at our Web site," he said. "Evangelizing the industry is always the greatest challenge."

Netkey's Web site contains information on the company's product line, including management server and application software programs, and access to its newsletter, which includes information on Netkey products and the kiosk industry.

Richardson graduated from Connecticut College and the Yale University School of Management, where he received an MBA. Introduced to videotext and teletext while he was an account manager with Oglivy Mather Advertising, Richardson eventually developed an interest in kiosks.

"I was taken by the multimedia and graphic nature of it at first," he said. "I thought it was quite magical."

Craig Keefner, executive director of the industry trade group kiosks.org Association, said that Richardson has developed a reputation as one to watch and emulate in the industry.

"He sets trends and he recognizes trends," Keefner said. "Other people who are interested in trends watch Alex."

Bowers said Richardson has raised the bar for kiosk development.

"He's very, very active in bringing the industry to a level of sophistication," he said. "Alex is a very good icon to be recognizing in this industry."

Something for everyone

While bold in describing Netkey's role in the industry, Richardson is generous in sharing credit for the company's accomplishments. He said Netkey's growth and success is tied to his management philosophy of hiring the best people possible.

"The best thing to do is hire A players throughout the company," he said. "I've always hired people who are smarter and more talented than I am."

Keefner, who has known Richardson for seven years, said his ability to hire talented people and let them do their job is one of his greatest strengths.

"He's brought in extremely talented, qualified people," Keefner said. "He's delegated."

Diversity and flexibility are also a driving force in Netkey's hiring policies. Company employees represent many nationalities and can arrive at work driving anything from a Harley Davidson motorcycle to a bicycle.

"It's a bad idea to have everyone be the same," Richardson said.

Netkey software is used in many kiosk applications, including sales, marketing, and human resources. The company's clients include Microsoft Corp., Ford, J.C. Penney Co., Bank of America, FleetBoston Financial and Yahoo! Inc. It was Netkey software that powered Yahoo's purple cow Internet kiosk, which took part in New York City's Cow Parade in the summer of 2000.

Global expansion is a company goal. Richardson, in particular, is looking forward to the industry expanding its customer base as kiosks become more popular. He expects to see more customer acceptance in the near term as members of the Generation X age group mature into adult consumers.

"I believe you can hear the rolling thunder," he said.