Universal Serial Bus technology will stimulate peripheral sales and dramatically reduce the rate of product returns by customers, according to an official of the nation's largest computer superstore retailer.

The importance of USB technology to retailers and PC users alike was underscored at the recent USB Developers Conference by Mark Clauder, director of product development at CompUSA.

"CompUSA views USB technology as one that will benefit everyone in the computer industry, from manufacturers to end customers," Clauder said.

"Manufacturers and retailers will benefit from the Plug and Play feature of USB devices, which will eliminate many 'customer regret' and 'E.S.T.O' (Equipment Superior to Operator) returns due to ease of setup."

Because USB eliminates the need for add-in cards and printer port configuration, Clauder says that customer returns of scanners, video conferencing hardware and printers should be dramatically reduced. In addition, he predicts USB could stimulate new sales of peripheral products.

Additional Sales
"Manufacturers and retailers will also benefit from the additional sales of peripheral equipment, as more peripherals can be easily connected to a USB computer than was ever possible with a non-USB computer.

"End customers will benefit greatly from the "hot swap" and hub features, which will allow them to easily add peripherals or change peripherals.... Computer users don't have to be computer technicians anymore.

"With USB technology, the only question is 'Will that be cash, check or charge?'

Now with 122 Computer Superstores* in 55 major U.S. metropolitan areas, CompUSA is one of the leading retailers and resellers of personal computers, peripheral products and related services. In addition to retail customers, CompUSA is a leading PC and peripheral reseller serving customers in the corporate, government and education markets.

More than 550 representatives of companies in the USB Implementers Forum (USB-IF) met January 22 at the Developers Conference in Carlsbad, California.