Article

Who's Who: Steve Bellinghausen

Steve Bellinghausen learned about retail working the register at his dad's small grocery in Yakima, Wash. Now, that understanding helps him sell Compaq's solutions to new retail customers throughout North America.

March 17, 2002

When Steve Bellinghausen arrived at Compaq

Computer Corp. in 1998, as part of the company's acquisition of Tandem Computers, Compaq was searching for ways to increase its presence in retail stores.

"Compaq didn't have an industry marketing function," Bellinghausen said, explaining that the company's retail focus was on applications and hardware typically used at a company's headquarters.

He was given kiosks as part of his new responsibilities.

"The kiosk business was a new entrée into the stores themselves," he said.

Compaq kiosks are present in retailers such as McDonald's, which last January announced it would be installing up to 1,500 McMagination kiosks in its stores. The kiosks, aimed at kids from four to fifteen, feature video games.

Expanding territory

As marketing manager for Compaq's North America Retail Solutions division,

Name: Steven Bellinghausen Title: marketing manager for North America Retail Solutions Company: Compaq Computer Corp. Education: B.S. in marketing, University of Washington Birthplace: Seattle, Wash. Residence: Boston, Mass. Office: Houston, Texas Family: Wife, Barbara, and grown daughters, Karen and Kathy Birthdate: July 9, 1949 Hobbies: Sailing and bicycling Key quote: "Don't be afraid of change."

Bellinghausen's territory is considerably larger than where he served his retail apprenticeship.

Throughout high school, Bellinghausen worked the cash register, unloaded trucks, stocked shelves and cleaned up his dad's grocery store in Yakima, Wash.

"You learn a little bit about everything-the operation of the place, how to interact with the customers, how to be efficient," he said.

He went on to the University of Washington, where he graduated with a bachelor's degree in marketing. After college, he worked in sales for Fred Meyer, Bristol-Meyers, NCR Corp. and Tandem Computers, until Compaq's $2.6 billion buyout and a switch from sales to marketing.

Trade show charm

The 52-year-old exec's mild, non-threatening manner can charm customers. His sandy blond hair, sympathetic eyes and wry smile make him popular at trade shows and in meetings with partners and customers, where he said he spends half his time.

Hamed Shahbazi, chairman and CEO of Compaq partner Info Touch Technologies Corp., a kiosk solutions provider based in Burnaby, British Columbia, has accompanied Bellinghausen to several trade shows.

"I couldn't believe how everyone would always come up to him and want to talk to him," Shahbazi said. "Everyone comes to the booth to see him. I'm getting whiplash turning my head so many times."

Shahbazi attributes Bellinghausen's popularity in the kiosk industry to his straight-shooting, no-nonsense attitude.

"He has this commanding radio voice that gets your attention," Shahbazi said. "I think he gets to the point rather quickly. He's had the corporate experience to not waste his time, but he's not rude about it-all meat, no fat."

Up at dawn

When not talking to customers and partners, Bellinghausen oversees market research, strategy and other marketing tasks.

He begins his 60-hour work week sending e-mails from his home office outside of Boston as early as 6 a.m., and works as long as the day demands. He spends part of his time at his office in Houston.

"Sometimes I'm there way too often," he said.

According to Shahbazi, Bellinghausen is as much an advocate for the kiosk industry as he is for Compaq. Before pitching Compaq, he first explains the general value of kiosks to potential customers, Shahbazi said.

Bellinghausen feels the kiosk industry is still in its formative stages.

"The industry needs to see some good documented successes," Bellinghausen said. "It needs to move from pilot installations to offering real service."

Bellinghausen said he finds himself rather busy these days as Compaq strives to offer full solutions to its kiosk customers. Compaq's kiosk solutions center on its hardware and services, while software, peripheral hardware and enclosures for the kiosks are acquired for the customer through Compaq's partners.

He can see the change from nascent market to successful market just over the horizon. Another event looming on the horizon is Hewlett-Packard's $21 billion bid to purchase Compaq, announced this week. Should the acquisition take place, Bellinghausen said he doesn't forsee any major changes to his career at Compaq.

Having already weathered one acquisition, the lack of concern may be due to the practical motto he's adopted: "Don't be afraid of change."

Bellinghausen doesn't try to predict where his career might lead him in the long run.

"If my crystal ball was that clear, I'd pick stocks," he said. "I don't think one can plan 10 years in advance in this business, or in any business any more."

[Editor's note: Info Touch Technologies became Tio Networks in April 2006.]