Taking over as pilot of a high-flying venture JOHN GILLIE; The News Tribune
Sometime in the life of most growing enterprises, the inventiveness, energy and passion of the founders are no longer enough to keep the business from drowning in its own success.
That time came early this year at Tacoma's APS Inc., when founder Bill Boyer realized his fledgling portable electronic entertainment company needed help from the practiced hand of a seasoned executive.
Boyer, a former Alaska Airlines baggage handler, and his close-knit staff have turned his idea for a portable movie player into an airline industry phenomenon.
The digEplayer, smaller than a notebook computer, has a 10-hour battery life. It can store and play dozens of full-length movies and television programs on its hard drive. It's designed to be rented to airline passengers for about $10 per long-haul flight.
His old employer, Alaska Airlines, signed a contract for thousands of APS' portable digEplayers for its longest routes, and a dozen other airlines from United to Hawaiian have expressed serious interest.
Lakewood resident Boyer, the consummate salesman, found himself constantly on the road traveling to cities as distant as Honolulu and Dublin, demonstrating his player and talking with airline executives about its potential.
That's when he sought out an experienced aviation industry veteran to become APS president. The man Boyer and his board chose was Sheldon Best.
At 63, Best's resumé includes a broad variety of aviation leadership positions spanning four decades. Best was once a top lieutenant to legendary United Airlines CEO Eddie Carlson. He rescued Air Cal from oblivion and engineered its sale to American Airlines.
He headed Aerospatiale's first aircraft sales in the United States. He helped found aircraft leasing company Boullion Aviation, and helped jump-start sales of aerodynamic winglets for airliners at Aviation Partners Boeing.
Best talked with The News Tribune about his role at APS.
Q: What attracted you to APS?
A: I just have a tremendous respect for entrepreneurial guys like Bill Boyer. This is a dream program. What more could a guy want?
At my time in life, I think I can bring a lot to APS.
Q: How will the company benefit from your presence?
A: I've worked for and with major airlines. I've started up companies, and I've turned them around.
My being here allows Bill to do what he does best: be in front of the customer with his passion and belief. From me, they get contacts worldwide.
It gives our company additional credibility. It gives us market reach that we didn't have before. We're looking at strategic partnerships, financing relationships and taking this company to the next level.
Q: What markets do you see for the digEplayer?
A: I think Alaska and Hawaiian (APS' pioneer users) are just the tip of the spear. We're engaged in discussions not only with the profitable low-cost carriers but with the established major airlines.
I think the possibilities are unlimited. Hotels, hospitals and cruise ships are all good potential markets.
But for now, we've got to keep focused on our core markets. Once we've got those secured, we can branch out.
Q: Beyond selling the product, what's important?
A: We're making sure that we're supportive. Anything we promise a customer, we've got to deliver.
Q: How big could APS become?
A: We're not here to build a big company, but a profitable one.
That's one thing I learned early on in the airline business. You don't have to be the biggest to be the most profitable.
I remember United bragging that it flew to all 50 states. I wondered why. Did they make money flying to North Dakota or Maine or Vermont or Mississippi? No. Then why did they fly there?
Q: Couldn't a bigger, better financed competitor just duplicate your product and steal your customers?
A: This is a very carefully patented technology. The board made sure we were well protected.
John Gillie: 253-597-8663 john.gillie@mail.tribnet.com
Sheldon Best
Age: 63
Family: Married with four daughters, five grandchildren
Education: Texas A&M University
Background: Began career in 1968 as United Airlines management trainee, quickly rose to become United CEO Eddie Carlson's top assistant and later vice president of West Coast operations. After stints with Continental Airlines, Air Cal, European aircraft maker Aerospatiale and aircraft leasing company Boullion Aviation, he worked with Aviation Partners Boeing to sell fuel-saving winglets for airliners and corporate jets.
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