What's In Store - New on the tech circuit

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New on the tech circuit
By CHRISTINA OCCHIPINTI:: September 7, 2006

Circuit City is looking to take a bite out of the home-installation and support-service market with its new Firedog service. The move is likely to brew up some friendly competition with rival Best Buy.

Starting this month, Circuit City will launch Firedog, which will also include home-theater installation and home media support, to customers who buy its products.

Firedog is the company’s response to Best Buy’s Geek Squad, which gained notoriety for driving black and white Volkswagen Beetles -- adorned with an orange and black logo -- to and from Best Buy stores.

Geek Squad was purchased by Best Buy in 2002 from Robert Stephens, who founded the computerized technology support company in 1994 in Minneapolis, Minn.

Circuit City customers can learn more about Firedog, which was presented to Circuit City employees at a Las Vegas convention in July, and its services at www.firedog.com.