Data-Tronics focuses on technology's future.

IT'S THE THRILL OF THE CODing and the smell of the dry-erase marker that make people like Leo Sharum tick.

To some, it may be just a bunch of letters and numbers, but to others, information systems and technology is flail of endless possibilities.

Sharum, director of information systems at Data-Tronics Corp. in Fort Smith, said the main focus for his customers is making things operate smoother. Data-Tronics, a subsidiary of Arkansas Best Corp., is one of the largest IT companies in Fort Smith.

It assists subsidiaries of Arkansas Best, like ABF Freight System Inc., and two other outside customers, Riverside Furniture and the city of Fort Smith, with information technology solutions.

Data-Tronics develops Web sites and writes computer applications for companies' departments, including accounting, sales, marketing and logistics. They also offer 24-hour technical support for the applications in case there's a problem with the system.

ABF's Web site has won many awards. Data-Tronics may not receive the public recognition, but Sharum doesn't want the glory--he just wants ABF to succeed.

"We always chase technology," Sharum said. "We don't want to be so much on the front edge that you're always recovering from mistakes."

The Next Frontier

Instead, what has worked are applications like ABF's Web site. It's designed to help people who wish there was an "easy button" when figuring out how to ship their freight. ABF was one of the first less-than-truckload carriers to equip dockworkers and drivers with cell phones that have Web browsers, Sharum said. When freight arrives, barcodes on the packages are scanned, sending information to the Web automatically. Customers can then check the status of their freight online.

"We've taken all the things we already know about the customers' freight and kind of scooted them out so the customers can see it themselves," Sharum said. "So there's a lot of savings for the company doing that, but there's also a lot of benefit to our customers."

Another application is the shipping charges calculator, which can be used on an online retailer's Web site or by an eBay seller. When prospective buyers want to know the cost to ship an item that is too large for United Parcel Service or the U.S. Postal Service, a plug-in application allows them to enter their information and receive a quote.

Salespeople also have hand-held personal computers, similar to a BlackBerry, which allows them to read and send e-mail while on the road. A majority of the applications are written by Data-Tronics.

Technology's Future

Data-Tronics, established in 1962, has about 250 employees and a low turnover rate--about four to seven people a year, Sharum said. Still, the company is always expanding.

As technology grew, so did Arkansas Best. Up until the mid-1980s, Data-Tronics did work for other carrier companies, but soon it became apparent that the company should concentrate on in-house work. It kept Riverside, which was owned by Arkansas Best until 1988, when an attempted hostile takeover forced the public company to sell Riverside to generate cash.

Today, Arkansas Best has continued to grow and posted third-quarter net income of $40.6 million, a 48.6 percent increase compared to $27.4 million for the same period last year Awards scattered throughout the building testify that Data-Tronics is part of that success.

TARA MUCK 

tmuck@nwabijcom