BT reseller DMSL has created a IT repair service that will compete with the likes of the Geek Squad and PC World's Tech Guys by offering support services for home users and small businesses across the UK.

But unlike its competitors, which have engineers working out of central locations, DMSL has come over all touchy-feely by providing IT support to customers from hundreds of trained local resellers.

Working under the FixITlocal moniker, some 300 resellers will punt advice to SMEs on new computer hardware, software, printers and services from major IT vendors.

FixITlocal also has a centralised support number which should connect users with a local IT services supplier.

The firm is offering support on the usual computer repair and maintenance suspects including virus protection, software installation and PC health checks. Users will be charged call-out and first hour costs of £49.99 incl. VAT. No word on how subsequent hours will be priced, however.

DMSL said that all resellers flexing their IT support muscles on behalf of the new service have to be signed up to the Professional Computing Association's code of practice.

John Carter, managing director at the firm, said: "Local resellers have far more real-world experience of looking after customers than any multinational company.

"In most cases, they will have already been providing such a service to local companies for many years and will understand and care much more about local firms than any large maintenance or retail organisation."

Sticking it to the man, DMSL reckoned that FixITlocal had been created as a "reliable and cost-effective" alternative to the likes of PC World's computer repair efforts. ®

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