News

Who's Who: Sylvia Berens

Sylvia Berens, who has operated Apunix Computer Services with her husband, Peter, for two decades, brings a passionate, family-oriented approach to the job.

February 21, 2004

As TravelCenters of America planned its first major kiosk project in 2000, a loyalty rewards program for truck drivers at the company's truck shops, project manager Dave Hanzal said he discovered something important about Apunix Computer Services's vice president Sylvia Berens: she knows what she is talking about.

"She really tailors her recommendations around a user's needs," Hanzal said of the veteran kiosk developer. "With our project, where you are dealing with truckers, she made sure that the (content) was laid out clear and there wasn't too much text.

"She used a lot of examples from the past to cradle her recommendations," he continued. "I figure about 9.9 times out of 10, everything she recommends is a success."

Hanzal is a satisfied Apunix customer. And that makes Berens happy, because she said the privately owned San Diego-based company she started with her husband, Peter, two decades ago is built around such loyalty.

"Having satisfied customers is what drives all of us in our company," Berens said, "more so than how many customers we have and how much money they bring in."

Such an emphasis on loyalty sounds family driven. And that is Berens's approach thanks to the work-life dynamic she and Peter have developed.

The two first met at the University of California at San Diego's graduate school in the early 1980s. Both eventually earned doctorate degrees in chemistry at the institution. Peter Berens at the time was involved in the UNIX operating system being implemented at the school by Bell Laboratories.

As their relationship blossomed, they began working together on UNIX-related projects, leading to the creation of the company.

Apunix Computer Service's Sylvia Berens's has gained a reputation for developing kiosks that meet client's needs.

"We have our own corroborative experience," Sylvia Berens said. "Peter's experience is on the technical side, and I'm on the project management-customer service side. We have skill sets that we share in common and skill sets on our own."

Being able to intertwine their work and personal lives together has contributed to the longevity of the company.

"We love working together," Sylvia Berens said. "Probably the reason we're still in business is because we enjoy what we do."

The continuing evolvement of the UNIX operating system led Apunix to work on multimedia and database platforms. With the introduction of the Internet programming language Java, which allows a multitude of applications - including voice and video - to run on a stable Web platform, Apunix was able to offer customers an even broader range of solutions.

While the complex nature of technology, especially on the Internet, has evolved over time, UNIX has always been a solid base from which to develop a project, Berens said.

"There's a reliability factor at work," she said. "UNIX has always been a sound operating system."

Given the complexities of developing a solid, reliable kiosk system, it was inevitable that Apunix would have the opportunity to work in that sector. The moment came in 1998, when San Diego hosted Super Bowl XXXII. For the city, Apunix developed a network of 24 kiosks that offered visitors information on the Super Bowl and on the city itself. Berens said working in a new field proved challenging and stimulating.

"When we deployed it, it was all beta: the software, the hardware, everything," she said. "Fortunately it was very successful and the computers were deployed for a year and a half."

The company built upon that success, landing a deal to develop information kiosks for Alamo Rent A Car LLC and the truck driver rewards program for TravelCenters. Rewards programs are a significant part of marketing efforts at most major casino-resorts, and Apunix has tapped into its experience with rewards kiosks to develop a program for Riviera's casino in Las Vegas.

Hanzal, whose company is preparing to upgrade its rewards program, said working with Berens was a great experience.

"The dedication she and Peter have really rub off on the rest of the company," he said. "It really makes a difference on the success of the projects."

Berens likes to travel; likes to get on a plane and fly somewhere for the first time, absorbing new experiences. Over the holidays, she and Peter spent time in Austria, soaking in European hospitality.

But true to her commitment to Apunix, most travel is done within the context of business.

"We do combine travel and work quite a bit," she said. "Most of our travel is for business, but we try and spend a day or two extra. We've had a number of international projects that let us travel to places like Thailand. We love to travel and have the opportunity to do it within the boundaries of the business."

Getting the most from a trip, business- and pleasure-wise, is the way Sylvia Berens likes to do things. Passionate and driven about the technology she deals with, Berens said a company like Apunix satisfies her need to discover new methods and applications.

"I'm always trying to push the edge of the envelope," she said. "Not just for the sake of doing it, but to see if it is a better way of doing things electronically."